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稻 江 學 報 第 五 卷 第 一 期<br />
The study on consumer behavior of city home stay in Taichung<br />
County<br />
Lung-Tai Yeh 1 , Hung-Ying Ho 2 , Yu-Chun Li 2 , Hsiao-Ching Chen 2 , Fu-Yuan Cheng* 3<br />
1 Lecturer, Department of Hospitality Management, Toko University<br />
2 Student, Department of Hospitality Management, Toko University<br />
3 Assistant Professor, Department of Hospitality Management, Toko University<br />
Abstract<br />
The “City Home Stay” is a new choice for modern people to stay in a city, except hotels, commercial hotel and<br />
motel. Therefore, the aim of this study was to discuss the reasons for emerging of City Home Stay and the consumer<br />
behavior of the City Home Stay travelers. The research uses questionnaire to investigate the consumers of ” Feng<br />
Chia Seven ” which located at the Taichung city. Two hundred and fifty questionnaires were submitted and two<br />
hundreds valid questionnaires were returned, the effective return rate of questionnaires were 80%. Our work mainly<br />
researched the relationship between motivations and basic data of the Home Stay travelers and tested the significant<br />
differences on expectations and satisfaction before and after staying in that. The results could be referred to who were<br />
running the business or plan to do so. The analysis of survey indicated the main motivations of the Home Stay<br />
travelers were “the Home Stay host receives me cordially and let me feel geniality”, “the Home Stay environment let<br />
me relax” and “the friends recommend, the newspapers and magazines or the network report. The sex, age and<br />
marriage influenced significantly the motivation of City Home Stay consumer behavior (p
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