本研究針對民宿遊客進行市場區隔，採問卷調查之便利取樣抽取樣本535份。
利用「動機」做為區隔變數，以因素分析法發現選擇民宿的動機因素為:休閒娛樂取向、肯定自我取向、重視人情味取向、追求流行取向。並經由集群分析法對民宿市場進行市場區隔分析，分別為:平易近人型、享受生活型、隨意自我型。研究結果如下:1.三個消費族群在「交通便利」、「整體景觀品質」、「價格」、「服務品質」等重視因素上均有顯著差異;對於上述因素皆感到重要，但較不重視特產品價格。2.三個消費族群之民宿投宿情形，在「建築型態」、「最適房間數量」、「是否願意再 度光臨」、「是否願意向親朋好友推薦」與投宿的民宿地點有顯著差異;在建築型態期望為小木屋;房間數量以6-10間最適當;旅客重遊與推薦意願皆相當高。3.三個消費族群之個人基本資料在「家庭類型」與「教育程度」上有顯著差異;家庭類型以小家庭為主，遊客學歷為大學/大專。根據研究結果提供建議給民宿業者，作為其在選擇目標市場及進行行銷策略時之參考依據，進一步提昇遊客之滿意度。

This study focuses on understanding the market variations toward tourists who prefer the “bed& breakfast" style accommodations. Questionnaires are utilized to collect data from a random sample of 550 travelers in the Taiwan area. A total of 535 valid samples were obtained. Interests of the travelers were the main factors to identify the market variations. Through factor analysis， four interest categories are identified:
“Activities& Leisure"，“Self-Fulfillment" ，“LocalHospitality"， and “Popularityof the Destinations". Using cluster analysis， the acquired samples are divided into three study groups based on the personalities of the surveyed tourists:“Easy Going Group"，“Luxury Seeking Group"， and “FreeSpirit Group".The results of this research are as follows: 1. The research shows that there are significant differences among the three study groups on their views toward the following four subjects regarding the destinations:“Transportation Convenience" ，“Sightseeing& Scenery"，“Price"， and “ServiceQuality". The prices of the local souvenirs are not any of the groups' major concem.2. The three different study groups also have significantly different opinions toward the accommodations regarding the following topics:“Architecture" ，“IdealNumber of Rooms in the Lodging"，“Willing to Re-Visit"， and “Willingto Recommend the Place to Other People". All three groups prefer cabins. Lodgings with a total number of six to ten rooms are preferable. Most of them are willing to re-visit the place and also willing to recommend the place to other people.3. Great differences are found among the three groups regarding their background in the following two categories:“Family Type" and “EducationLevel". Most of them come from nuclear families and are college graduates.Based on the results of the study， suggestions are proposed regarding marketing strategies and market targeting for the “bed& breakfast" style lodgings.