台東地區旅遊渡假區目標市場選擇之探討

Selection of the Destination Target Markets in Taitung Region

侯錦雄(Jing-Shoung Hou) ； 林宗賢(Chung-Hsien Lin)

《觀光研究學報》 7卷1期 (2001/07) Pp. 23-34

https://doi.org/10.6267/JTLS.2001.7(1)3

摘要

本研究嘗試以消費者行為及市場區隔理論，來探討台東地區旅遊渡假區之目標市場選擇，希望進一步找出有效的市場區隔變數並藉以預測所選擇之目標市場前往至台東地區旅遊渡假區的可能機率，作為市場定位及潛在市場需求量設定之參考。
研究結果顯示台東地區旅遊渡假區之條件因子可分為「價格因子」、「健康因子」、「享樂因子」、「文化因子」及「品味因子」，進一步經群落分析得知旅遊渡假區的遊客可分為「渡假村型」、「一般型」、「旅遊型」及「都市型」四類遊客，其中以「一般型」及「都市型」遊客為最多。而目標市場的選擇以「年齡」、「教育程度」為較有效的區隔變數，預測能力約72.68%，年齡愈高、教育程度愈高，預測能力愈佳，筆者認為其原因與遊客的學習能力有關，並推測台東地區旅遊渡假區市場漸朝「專業化」之趨勢。

關鍵字

目標市場 ； 旅遊渡假區屬性 ； 市場區隔

並列摘要

From the point of view, the consumer behavior and target segmentation theory, this paper was focus on the target markets selection in Taiung region destination. By way of effectiveness target market variables defining and probability of repeat tourist forecasting, we could further provide some suggestions for destination positioning.
The results of this study in Taitung region destination indicated some useful insight of travel and tourism marketing. First, through the factor analysis of destination attributes, attributes were captured by four destination factors-price, health, culture and taste. The dominant factor was ”price”. Second, the procedure was to divide the tourist types; they were ”the vacation dimension”, ”the sightseeing dimension”, ”the outdoor activity dimension” and ”the urban dimension”. Third, age and education variables were better effective than other segmenting variable. It could forecast the 72.68 percent repeat tourists coming again. The forecasting ability is along with age growth. The researcher explained the reason, which is human learning ability. There was a interesting thing worth attention was a specialized destination phenomena in Taitung region.

並列關鍵字

Target Market ； Destination Attributes ； Market Segmentation