近年來由於旅遊休閒意識的培養、國內觀光旅行產業的推行與發展，國人或外來觀光客帶動的觀光動能，使台灣觀光產業無論規模數量或觀光收入帶來持續且明顯地成長。而伴隨觀光產業成長所帶來的產業變動趨勢，旅宿產業也更為蓬勃發展，隨之而來激烈競爭的結果是旅宿業者不再僅提供傳統住宿服務，而更朝向以消費者需求面出發，思量如何能提供不同型態及服務的住宿條件以吸引不同客群之消費者。因此，本研究將以「背包客棧」為例，分析並探討消費者對於住宿選擇之偏好及重視的屬性，並提供背包客棧業者對於行銷或營運管理的建議，甚至為未來不同型態旅宿的研究者所參考。
本研究以聯合分析法為主軸，以產品屬性理論將背包客棧服務之產品屬性歸納為十二種，經前測問卷之篩選，最終選出「住宿價格」、「口碑評價」、「位置與易達性」、「設施與設備」四項作為正式問卷之屬性。再參考文獻與實際情況對各屬性區分不同水準以設計正式問卷。第二階段即利用聯合分析法，找出受測者對於各屬性水準之成分效用值與重要性權重，做為偏好分析依據。最終再利用人口統計變數與集群分析做區隔，並分析不同區格之偏好差異。
研究結果顯示，全體受測者最重視之背包客棧產品屬性排序為：「口碑評價」、「住宿價格」、「位置與易達性」、「設施與設備」；而最受喜愛的產品組合為：「730 NT$以下」、「正面評價多」、「搭乘大眾運輸20分鐘內可到達景點」、「基礎的設備」。另外，考慮不同分群作分析也將產生不同集群偏好結果。因此，本研究也將依照研究分析結果，提出相關的策略與建議。

The tourism industry in Taiwan has been growing significantly in recent years, because of the flourishing travel consciousness and the Taiwanese government’s efforts to develop the local tourist business. The hotel industry, a subdivision of the greater tourism industry, has been evolving with the emergence of some newly founded accommodation options. One of these options, Backpacker Hostel, has become a popular and competitive option in the market. As a relatively new type of operation in Taiwan, it is important for managers of backpacker hostel to be aware of consumer preferences and customer needs to effectively satisfy their target audience. Therefore, the main purpose of this study is dedicated to identifying the important attributes for consumers and finding the optimal combination of these attributes. Firstly, the study conducts pre-test questionnaire to filter twelve attributes derived from the literatures collected by Product Attributes Theory. Moreover, by applying Conjoint Analysis, the study designs a questionnaire with Card selection, composed of four attributes, and several levels. After conducting the questionnaire, the raw data of outcome will be analyzed and divided into different segmentations by the market segmentation theory. Furthermore, the part-worth and weights of importance will be calculated. Finally, regardless of the segmentations, the results illustrated that people concern the ‘’Comment”, the most, then “Price’’, ‘’Location’’, ‘’Equipment’’. Moreover, the results demonstrate the different preferences and optimal combination according to different segmentation. Consequently, this research can provide suggestion of market strategy for hostel manager.

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