台北市溫泉遊憩區遊客行爲之研究

The Consumer Behavior of the Hot Spring Recreational Area in Taipei

黃旭男(Shiuh-Nan Hwang) ； 張德儀(Te-Yi Chang) ； 孫仁和(Zen-Her Sun)

《戶外遊憩研究》 15卷2期 (2002/06) Pp. 1-22

https://doi.org/10.6130/JORS.2002.15(2)1

摘要

台灣地區擁有多處天然溫泉，形成獨具特色的溫泉旅遊。爲擴展旅遊市場，溫泉遊憩業者如何依據遊客之消費行爲，進而擬定適當的行銷策略，已成爲溫泉遊憩經營管理之重要課題。爰此，本文旨在探討台北市溫泉遊憩區遊客之消費行爲，以五類遊憩行爲變數、人口統計變數及心理變數來進行調查，並透過因素分析及集群分析，以生活型態變數來進行市場區隔。研究結果顯示溫泉遊憩區遊客之消費行爲可以遊憩動機、資訊來源、評估準則、活動特性與購後態度等方面予以解釋。此外，可將整體溫泉旅遊之消費群劃分爲三個區隔市場，並對此三個區隔市場研擬有效的行銷策略。本研究之結果可提供溫泉遊憩業者有用之資訊，對觀光事業主管機關亦有一定之參考價值。

關鍵字

溫泉旅遊 ； 消費行爲 ； 市場區隔 ； 生活型態 ； 價值觀 ； 行銷策略

並列摘要

There are a lot of hot spring recreational areas in Taiwan. It has long been considered an important issue for the hot spring business to formulate a marketing strategy based on the consumer behavior. The purpose of this study was to investigate the consumer behavior of hot spring recreational areas in Taipei. Five kind variables regarding hot spring users' behavior, demographic variables, and psychographics variables were examined. Lifestyle variables were employed to segment the consumer after being factor and cluster analyzed. The results revealed that the behavior of hot spring consumers can be explained by motivation, information search, evaluation criteria, attributes of activities, and post-purchase attitudes. Moreover, the entire consumer of hot spring can be partitioned into three segments. Effective marketing strategies were developed specifically to each of the three segments of consumer. It was expected that the findings of this study can provide useful information for the hot spring business as well as the public sector.

並列關鍵字

Hot spring tourist ； Consumer behavior ； Marketing segmentation ； Lifestyle ； Value ； Marketing strategy

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