- 期刊
草悟道社群行銷之研究
Study on Social Media Marketing for Calligraphy Greenway
摘要
台中草悟道是位於台灣台中市一個充滿自然與文化氣息的城市綠地。本研究旨在探討草悟道社群行銷的策略及旅遊意願之效果，並瞭解社群行銷及旅遊意願之相關情形。研究對象為草悟道之參與者，以問卷調查採用網路便利抽樣蒐集資料，共收到問卷246份，其中扣除無效問卷14份，有效問卷共計232份，有效回收率為94.31％。男生有89名，佔38.36%，女生有143名，佔61.64%。結果發現社群行銷問卷的因素有三項，分別為專家行銷、口碑行銷、網紅行銷，社群行銷量表有良好的信、效度；社群行銷的「網紅行銷」和「專家行銷」及「口碑行銷」越好則旅遊意願越高；社群行銷的「專家行銷」可以有效預測旅遊意願。表示草悟道之「專家行銷」是為旅遊意願很重要因素。
並列摘要
Calligraphy Greenway in Taichung City, Taiwan, is a space which integrated the natural greenery and cultural heritage. This study is aimed at discussing the effect of social media marketing strategy and the tourists travel intention to Calligraphy Greenway, as well as probing into the correlation between social media marketing and travel intention. The study objects were participants of the visitation to Calligraphy Greenway. A questionnaire survey was conducted to collect data through online convenience sampling. A total of 246 responses was surveyed, and a total of 232 valid questionnaires was collected after deducting 14 invalid questionnaires, which showed an effective rate of return of 94.31% wherein 89 boys accounted for 38.36% and 143 girls accounted for 61.64%. It was subsequently found that three factors listed in the questionnaire that impact the result of social media marketing the most, which were respectively expert marketing, word-of-mouth marketing, and KOL marketing. The social media marketing scale has good credibility and validity; the better the effect from "KOL marketing", "expert marketing" and "word-of-mouth marketing" of social media marketing, the higher the tourists having the willingness to travel; the "expert marketing" thereof can effectively forecast the travel intention. It can therefore be seen that "expert marketing" is a crucial factor for estimate the Calligraphy Greenway's travel willingness.