本研究應用新奇追求作為區隔變數，針對國內民宿旅客進行市場區隔，並進一步探討各區隔市場的消費者屬性以及對民宿特色的偏好情形。為擴大研究範圍及樣本數，避免研究樣本受到區域性的限制，本研究採用網路問卷方式發放，以過去一年內曾經居住過國內民宿、或是未來兩年內有意願居住國內民宿的民眾為研究對象，共計發放944問卷，其中有效問卷為906份，有效回收率為96%。經過因素分析後，新奇追求量表萃取出四個因素構面：顫慄追求、改變生活慣例、厭倦逃避、以及驚奇體驗；而民宿特色量表則萃取出五個因素構面，分別為：獨特風格、體驗活動、特色服務、民宿主人、和自然人文。市場區隔的部分，則是透過集群分析將民宿旅客區分為四個集群，並依序命名為：(一)厭倦逃避者；(二)逃避並追求驚奇者；(三)改變生活慣例者；(四)顫慄追求者。不僅如此，研究結果還發現，不同集群的旅客對五項特色偏好構面的偏好程度，的確是有顯著差異存在的，而各集群所偏好的民宿特色構面，則分別為：厭倦逃避者最偏好獨特風格；逃避並追求驚奇者最偏好特色服務；改變生活慣例者最偏好自然人文；顫慄追求者則是最偏好民宿主人和體驗活動。最後，本研究依據各集群人口統計特性及旅遊屬性的不同進行討論，並提出相對應的具體行銷建議。

The present study aimed to segment the bed and breakfast (B&B) market in Taiwan mainly based on travelers’ novelty seeking types (Lee and Crompton, 1992). Applying both techniques of electronic survey and written questionnaire, a total of 906 valid responses were obtained (96%). A series examination of scale validation was done to ensure the measurements of novelty seeking and B&B characteristics had reasonable reliability and validity. The cluster analysis identified four distinct segments of the B&B market-- boredom alleviators, surprise seekers, routine escapees, and thrill seekers. The boredom alleviators preferred the B&B accommodations styling with distinguishing features. The surprise seekers tended to choose B&Bs providing packaged services. B&Bs possessing natural resources and cultural traits would attract routine escapees, while thrill seekers would desire the interaction with the B&B host and experiential activities. Finally, more implications were discussed, and the marketing strategies were outline for the industry accordingly.

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