影響旅遊目的地選擇之地點特性及市場區隔之研究

A Study of Site Attribute Market Segmentation

陳思倫(Sz-Reng Chen) ； 劉錦桂(Chin-Kuei Liu)

《戶外遊憩研究》 5卷2期 (1992/05) Pp. 39-70

https://doi.org/10.6130/JORS.1992.5(2)3

摘要

本文以高雄都會區爲例，基於動機與旅遊行爲、消費者購買行爲、及市場區隔等理論，以及運用因素分析、兩階段群落分析、判別分析、單因子變異數分析與類別數據分析等方法，來分析影響旅遊目的地選擇之地點特性因素之重要程度並據以進行市場區隔分析。主要的研究結果爲：1.影響高雄都會區居民選擇旅遊目的地之地點特性因素依其重要程度可分爲(1)注重環境品質面(25.7%)、(2)注重冒險刺激面(10.16%)、(3)注重精神文化面(6.26%)、(4)注重多樣化遊憩面(4.86%)、(5)注重遠離都市及擁擠程度小(4.7%)、(6)注重全家遊樂適合性(4.04%)、(7)注重交通方便及容易停車(3.82%)、(8)注重好奇及活動參與(3.54%)等八個較具代表性的共同特性因素。2.高雄都會區居民在依上述八個旅遊目的地選擇之地點特性因素上可被分爲(1)綜合型(24.3%)、(2)追求寧靜型(16.6%)、(3)好奇參與型(11.2%)、(4)多樣化遊憩活動型(17.8%)、(5)精神文化活動型(24.8%)、(6)環境品質型(5.3%)等六種類型。3.六種不同類型的高雄都會區居民在家庭支出、收入的高低、年齡或每月休閒遊憩平均花費上不具有顯著的統計差異。

關鍵字

地點特性 ； 消費者購買行爲 ； 市場區隔

並列摘要

This study investigates the influences of thirty site attributes on Kaohsiung metropolitan in selecting travel destination, based on the theories of the motives and travel behavior, the purchasing behavior of consumers and the market segmentation. And, factor analysis, two-stage cluster analysis, canonical discriminant analysis, oneway anova analysis, and categorical data analysis are used to perform statistical analysis The most valuable discoveries are:1. The eight major site attribute factors influencing the selection of travel destinations are (1) environmental quality, (2) venture, (3) spirit and culture, (4) variety of recreation opportunities, (5) away from city and crowdiness, (6) suitability for family trip, (7) accessibility and easy parking, and (8) curiosity and activity participation.2. According to the above eight major site attribute factors, Kaohsuing metropolitan can be classified into six major groups pursuing different types of site attributes, such as (1) all-inclusive group, (2) pursuing quietness group, (3) curiosity and activity participation group, (4) variety of recreation opportunities group, (5) spiritual and cultural group, and (6) environmental quality group.3. Statistical differences in monthly family expenditure, monthly family income, age, and monthly recreational expenditure are not found between these six groups of Kaohsuing metropolitan.

並列關鍵字

Site Attribute ； Purchasing Behavior of Consumers ； Market Segmentation