Market Segment of Camping Activity and Consumer Behavior

• Main Authors: CHUNG,CHIA-CHEN, 鍾佳珍
• Other Authors: TSAI,MING-CHUEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/80315716165848912126

碩士 === 中華大學 === 企業管理學系 === 105 === People in Taiwan have become more aware of the significance of leisure activities.The trend of camping has also promoted business in camping areas as well as in related fields, and therefore, has developed a whole new pattern of tourism.Along with this newly-developed pattern, campers have gradually transformed from homogeneous groups to heterogeneous ones, and thus generated distinct consumers behaviors. This study discusses the differences between camping market segmentation and consumers behaviors through campers' lifestyles and motivations in camping, and hopefully provides related businesses with reference to marketing and promotion management. To reach an research outcome, this study designed lifestyle questionnaires based on "The localized vacation lifestyle scale" established by Cheng, Chien-Hsiung and Liu, Meng-Chi as well as "leisure joining motivation scale" established by Lang, Chung-Ying. The basic consumers behavior questionnaires established by Chien, Tsung-Yung(2006) were conducted between December 2016 and February 2017 on object ts who are engaged in the camping businesses.Fifty-five questionnaires were given out in four camping spots respectively, including "Hsinchu Star Moon Camp"、"Miaoli Daylily Forest", "Chunghua Camp Spot" and "Nantou David Camp Spot".210 out of a total of 220 questionnaires were then collected, which makes up to 91.4% of the all the questionnaires made.This study analyzes data with descriptive statistic analysis、Chi-square Test、cluster analysis.The research shows that camping activities can be categorized in five major groups-- family pressure-relieving type, leisure & pressure-relieving type , passive leisure type , family vacation type and camping pioneer type. Among the consumers behaviors in all the five groups, camping pioneer type reaches the highest frequency of going camping, followed by family pressure-relieving type.However, leisure & pressure-relieving type, passive leisure type and family vacation type are relatively low in the frequency of going camping.As a whole, most campers prefer camping on the weekend, while camping pioneer type not only enjoys the weekend but national holidays. In most cases, the accommodation is tent-using, but a number of camping pioneers prefer car-top tents.While the other four types of campers gather information from online groups, a majority of camping pioneers do not.Last but not least, this study offers suggestions based on research outcome in the hope of providing marketing strategies for related business cooperation.