休閒遊憩利益區隔之研究

A Study of Leisure & Recreation Benefit Segmentation

陳思倫(Sz-Reng Chen) ； 邱士榮(Shyh-Rong Chion)

《戶外遊憩研究》 5卷2期 (1992/05) Pp. 13-38

https://doi.org/10.6130/JORS.1992.5(2)2

摘要

本研究鑑於以往休閒遊憩機會供給者對於休閒遊憩活動參與者於參與活動所追尋之利益缺乏瞭解，而致其所提供之休閒遊憩機會不盡符合民眾之需求，因此以高雄都會區26個市、鄉、鎮之居民爲母體，以市場區隔中之利益區隔基礎爲理論依據，應用多變量分析方法，探討民眾參與休閒遊憩活動時所追尋之利益，並以對各種利益不同的重視程度，將民眾區分爲數個群體，進而瞭解追尋不同休閒遊憩利益之民眾群體在社經屬性上之差異。經由本研究所得知的三項主要結論爲：1.高雄都會區居民所主要共同追尋的休閒遊憩利益依因素分析之結果及其影響重要程度依次爲「社會人際」，解釋力40.89%、「體能增進與享受」，解釋力7.33%、「教育學習」，解釋力6.35%、「冒險」，解釋力5.06%、「內心自省」，解釋力4.32%、「內心沉靜」，解釋力4.17%、「親密家庭生活」，解釋力3.35%。2.利用兩階段群落分析及判別分析將高雄都會區居民依其對七個主要共同追尋之休閒遊黃色利益因素重視程度之差異區隔成五個市場：綜合型(29.05%)、教育學習型(24.02%)、家庭爲重型(18.99%)、體能鍛練型(14.53%)、享受平靜型(13.41%)。3.各區隔市場在年齡、每月休閒遊憩花費、家庭月支出、家庭月收入及家庭型態等社經屬性並無顯著之統計差異。

關鍵字

休閒遊憩利益 ； 市場區隔 ； 利益區隔

並列摘要

The purpose of this study is to investigate what kinds of leisure and recreation benefits that Kaoshung metropolitan pursue while participating in leisure and recreation activities, and ten to devide them into several different submarkets according to the benefits they pursue, and finally to examine the differences of social-economic attributes between these submarkets.The majior findings are as follows.1. Seven major leisure and recreation benefit factors are found through the factor analysis. named as ”social and interpersonal relationships”, ”physical enhancement and enjoyment”, ”learning and education”, ”venture”, ”self-examination”, ”self-relaxation”, and ”kinship”.2. The Kaoshung metropolitan are segmented into 5 submarkets according to the above seven major benefit factors through the cluster analysis, named as ”multi-purpose-oriented”, and ”fitness-oriented”.3. And there are no significant differences in their age, monthly leisure & re creation expenditure, family monthly expenditure, family monthly income, and family life cycle stage between these 5 submarkets.

並列關鍵字

Leisure & Recreation Benefits ； Harket Segmentation ； Benefit Segmentation