[[alternative]]The Relationship among of Service Quality, Lifestyle and Hotel Choice Behavior: A Case Study of Parent-Child Tourism

[[abstract]] 因周休二日的實施、國民所得的提升及對於生活品質的重視，且在少子化現象的影響之下，現代父母重視孩子的多元發展，親子旅遊在旅遊界已捲起一股風潮。近年來也因為周休二日的實施及連續假期的增加，使得在進行親子旅遊時，常需考慮到住宿問題。本研究以國小學童家長的觀點，探討其從事國內親子旅遊對於住宿的選擇行為，藉此分析國小家長的消費模式，以探討不同背景及不同服務品質及渡假生活型態在住宿選擇上的差異情形。 本研究採用問卷調查法，研究對象為國小一至四年級學童家長，總共約發放330份，回收304份，有效問卷總計為246份。研究結果發現： 一、國小學童家長之人口統計變項與住宿服務品質有顯著差異獲得部份支持。二、國小學童家長之人口統計變項與渡假生活型態有顯著差異獲得部份支持。三、國小學童家長之住宿選擇行為與住宿服務品質有顯著差異獲得部份支持。四、國小學童家長之住宿選擇行為與渡假生活型態有顯著差異獲得部份支持。五、國小學童家長之人口統計變項與住宿選擇行為有顯著差異獲得部份支持。[[abstract]] Due to the implementation of two-day weekend, the increase of national income, the emphasis of life quality, the influence of low birth rate phenomenon, and modern parents’focusing on the diverse development of children, Parent-Child Tourism has set a trend. Recently, because of the implementation of two-day weekend and the increase of continuous holidays, parents often seriously consider accommodation problems when going on Parent-Child Tourism.In this study, I explore the accommodation choice behavior when going on domestic Parent-Child Tourism from the viewpoint of parents having kids in elementary school. By analyzing the consumption patterns of parents having kids in elementary school, I explore the accommodation choice divergences with different backgrounds, different service quality, and different vacation lifestyles. I used the method of questionnaire survey in this case study, and the case study objects are the parents having kids from the first graders to the fourth graders in elementary school. The number of the questionnaires delivered is about 330 copies, 304 copies returned, and the total number of valid questionnaires is 246.The research results showed that:1. Getting part support in significant differences between accommodation service quality and the demographic variables of parents having kids in elementary school.2. Getting part support in significant differences between vacation lifestyles and the demographic variables of parents having kids in elementary school.3. Getting part support in significant differences between accommodation service quality and the hotel choice behavior of parents having kids in elementary school.4. Getting part support in significant differences between vacation lifestyles and the hotel choice behavior of parents having kids in elementary school.5. Getting part support in significant differences between the hotel choice behavior and the demographic variables of parents having kids in elementary school