遊客參與節慶活動擁擠成本與滿意度之市場區隔分析

The Analysis of Congestion Cost and Segmentation for the Satisfaction of Tourists Participate to Special Events

黃錦煌(Chin-Huang Huang) ； 蕭柏勳(James Po-Hsun Hsiao) ； 李俊鴻(Chun-Hung Lee)

《觀光休閒學報》 15卷2期 (2009/08) Pp. 141-161

https://doi.org/10.6267/JTLS.2009.15(2)3

摘要

擁擠會影響環境品質，降低遊客的滿意度，而不同的參與動機及滿意度程度，對於感受環境擁擠成本的願付價值也不相同。本文利用問卷調查遊客參與台灣咖啡節的動機及滿意度，以因素分析、集群分析等多變量統計方法分析遊客的知覺程度，區隔不同的遊客；同時採用條件評價法，以雙界二元選擇模型與存活分析，估計遊客的擁擠成本。研究結果顯示，遊客的休閒動機萃取出「好奇與學習」、「逃離」、「社交與家庭」與「放鬆與消遣」等四個因素構面。綠色隧道遊客的滿意度高於華山地區，而且擁擠的願付成本較低，平均每位遊客為改善塞車、停車等擁擠問題的願付金額為74元。

關鍵字

條件評價法 ； 存活分析 ； 擁擠成本

並列摘要

Congestion can adversely affect the environment quality, and influence visitor satisfaction with a recreation site. Visitors not only had different motivations and satisfaction, but also willing to pay diverse congestion cost when they participating for special festival activities. In this research, we collect the data among respondents using Likert scales, and adopt factor analysis, cluster analysis to analyze the visitors’ perception of motivation for the segmentation. This study also estimates the effects of reducing recreation event associated congestion with a recreation event, and adopting the double-bounded dichotomous choice (DBDC) contingent valuation method (CVM) and survival analysis to do so. The results have shown that motivation factors can be extracted into four component dimensions. They are curiosity/learning, escape, socialization/family togetherness, and pleasure/release motivation factors. The satisfaction of Hua-Shan travelers is greater than whom in green gallery, but has lower willing to pay of congestion cost, conversely. The median willingness to pay for reduced congestion for improving traffic jam and parking is NT$74.

並列關鍵字

contingent valuation method ； survival analysis ； congestion cost

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