海岸型風景區遊客旅遊意象之區隔研究－以東北角海岸國家風景區爲例

An Empirical Study on Segmentation of Tourism Image in the Northeast Coastal National Scenic Area

劉瓊如(Chyong-Ru Liu) ； 林若慧(Jo-Hui Lin) ； 吳正雄(Cheng-Shiung Wu)

《戶外遊憩研究》 15卷3期 (2002/09) Pp. 55-78

https://doi.org/10.6130/JORS.2002.15(3)4

摘要

本研究旨在經由旅遊意象之調查以確立海岸型風景區之主題意象，進而區隔其遊客市場，以及分析各區隔市場之遊客特性。首先運用標準意象測量工具(Standardized Image Measurement Tool)設計海岸型風景區旅遊意象之調查問卷，其次以東北角海岸國家風景區爲實證地區，運用因素分析歸納該區之意象包括：「自然風情」、「知性感性」、「鄉土人文」、「遊憩活動」等四種，再以旅遊意象作爲市場區隔變數，將該區之遊客市場區分爲「寓教於樂型」、「活動參與型」、「崇尚自然型」、「體驗生活型」、「寄情山水型」等五種類型，並以旅遊意象、遊客人口統計變數與旅遊特性描述各區隔市場之特性與差異，研究結果將可提供主管單位擬定行銷計畫之參考。

關鍵字

旅遊意象 ； 市場區隔 ； 服務行銷

並列摘要

The purpose of this study was to segment the target markets using the tourism images for the Northeast Coastal National Scenic Area. A questionnaire measuring tourism images for the coast scenic areas was developed based on Standardized Image Measurement Tool. The result of a factor analysis revealed that four dimensions could be extracted from the original image measurement: natural amenities, sentimental amenities, cultural-local amenities, and recreational activities. Using the four image dimensions as cluster variables, visitors to the Northeast Coastal National Scenic Area were then categorized into five market segments: knowledge exploration, recreation participation, natural wonder, cultural interest, and landscape sightseeing. The characteristics of the four market segments were described and the differences among them were compared based on the four image dimensions and demographics. Based on the results of the study, suggestions regarding marketing planning were proposed for the administration.

並列關鍵字

Tourism Image ； Segmentation ； Service Marketing

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