Preference and Market Segmentation of the Mature Age on Long Stay
Date Issued
2014
Date
2014
Author(s)
Liu, Ko-Fang
Abstract
Targeting on the Mature Age Group in the Greater Taipei Area, namely the adults between 50 to 64 years old, this thesis, taking long-stay life styles as market segmentation and applying choice experiment and random utility model, aims to discuss the Mature Age Group’s preferences and their willingness to pay (WTP) for attributes of long-stay. The data of this thesis comes from a survey questionnaire distributed to the objects of this targeted Mature Age Group. Among the responded 315 questionnaires, 298 were valid (94.8%).
According to the survey, 91 respondents (30.5%) had domestic long-stay experiences (24.5%), 73 had overseas long-stay experiences, and among these 2 categories, 30 (13.4%) respondents had both domestic and overseas long-stay experiences. For those who had no experience in long-stay related activities, there are 143 respondents (48%) willing to take long stay trips in the future, while 31 (10.4%) are not interested at all. The motivations for long-stay activities are mainly the desire to experience relaxed rural life (21.9%) and interests in the local people, customs and culture (21.8%). Regarding the choices of location, 70% of the respondents are taking the natural scenery as their major consideration.
There are 85 respondents (28.5) with long-stay experience over the past year, and analyzing their consuming behaviors during these long stay, the research found that:
1. frequency of taking long-stay trips is mostly once a year (54.1%);
2. companions are mostly family members (60%);
3. a group of 3 to 5 people is the most common type for long-stay (61.9%);
4. homestays and hotels are the most common accommodation choices (32.1% and 29.8% accordingly);
5. Hualien is the most visited long-stay destination (29.4%), followed by Nantou (20%);
6. the most common long-stay period is one week (84.7%)；
7. the 2 most common average ranges of expenses spent on accommodation and food for each long-stay trip are NT$4,000~6,000/per person (22.4%) and NT$6,001~8,000/per person (23.5%), meanwhile 71.8% spent less than NT$12,000 on accommodation and food for each trip; and
8. summers and autumns are the most favorite seasons for the long-stay activities (32.9% and 30.6% accordingly).
5 dimensions, named individually as Natural Health, Fulfilling Life, Novel Experience, Group Tour Preference and Agricultural Pleasure, were observed when factor analysis was applied, and by means of the 5 dimensions, the cluster analysis separated the Mature Age Group into 2 groups, Health/Group Recreation and Nature/Novelty. Educational level is the only statistically significant difference when the research compared the socioeconomic background of these 2 groups.
When the data was further applied with utility function, the result indicated that the preferences of the Mature Age Group are:
regarding the basic alternative
The Mature Age Group is less attracted to the basic alternative (a combination of base levels, including natural scenery, Hualien, resort farm, no meals, inconvenient traffic), which means the preference coefficient towards the basic alternative is a negative value and it is statistically significant;
regarding the attributes
The Mature Age Group is more attracted to attributes of Taidung, resort farm, meals of average standard, convenient traffic, but less to attributes of locations with historical and cultural heritage, Taichung, apartment and price, which means the preference towards to the former attributes is a positive value and to the latter ones is a negative value, and they are both statistically significant. Moreover, the price result fits the norm that generally low price is preferred.
When the research included socioeconomic variables and interacted with (1) the alternative specific constant (ASC), it found that only male in the Mature Age Group is attracted to the basic alternative; (2) the attributes, only partial attributes within the 3 variables, that are age, main economic resources and disposable income, are statistically significant.
On the topic of welfare analysis, the total utility of the basic alternative is NT$3,180, while the best scenario is the combination of natural scenery, Hualien, resort farm, meals of average standard, highly convenient traffic, which brings to the respondents a welfare gain of NT$22,593, while the worst scenario is the combination of historical and cultural heritage, Taichung, apartment, no meals and inconvenient traffic, which causes a welfare reduce of NT$26,992.
The result of this research suggests that there are preference heterogeneities over the attributes of long stay between Health/Group recreation and Nature/Novelty groups.
Subjects
長宿休閒
生活型態
市場區隔
選擇試驗
條件式羅吉特模型
願付價格
Type
thesis
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