市場區隔下之效益評估與相關分析－以宜蘭地區休閒農場為例

Recreational Benefit Evaluation and Related Analysis under Market Segmentation-An Example of the Leisure Farms in Ilan

林雲雀(Yun-Chieh Lin) ； 林豐政(Feng-Jenq Lin) ； 陳凱俐(Kai-Lih Chen)

《人文及管理學報》 4期 (2007/11) Pp. 203-234

https://doi.org/10.6177/lam.2007.04.14

摘要

本文係以宜蘭地區休閒農場為例，在市場區隔下進行效益評估與相關的研究與分析工作。文中首先應用市場區隔理論，將休閒農場之30個重視特性，萃取成「安全便利」、「自然生態」、「旅遊體驗」、「經濟服務」、「諮詢導覽」和「設施設備」等六個構面因素。同時亦根據這些因素，將遊客區分成「安全與導覽型」（以男性，而年齡層以30至39歲為主）、「體驗與設施型」（以男性，而年齡層以20至29歲為主）和「生態與經濟型」（以女性，而年齡層以20至29歲為主）三個區隔市場。其次，分別依據文中的公式計算出全體資料之遊憩效益指標（補償變量，CV），並在三個區隔市場之下進行相關的驗證與分析，同時得到如下的四項結論：（1）在三個區隔市場間的平均CV值差異性分析方面，由檢定結果顯示，三群間的CV值大致相同；（2）在區隔市場內不同休閒農場類型間的平均CV值差異分析方面，由檢定結果顯示，三個市場內的據點類型間之平均CV值並不完全相同；（3）在遊憩效益指標與特性項目滿意度間的關聯性分析方面，由散佈圖與相關分析顯示，兩者間不具一定趨勢的關聯性；因之，兩者關係在本研究中將無法驗證出其相互推估的可能性；（4）在「傾向滿意」與「傾向不滿意」群間的平均CV值差異性分析方面，由檢定結果顯示，除全體資料具顯著性差異外，三個區隔市場皆不具顯著性，但由平均數可知，「傾向滿意」群的CV值皆高於「傾向不滿意」群許多。

關鍵字

休閒農場 ； 區隔市場 ； 遊憩效益指標 ； 滿意度

並列摘要

The recreational benefit evaluation and related analysis under market segmentation were conducted in this research with the information collected from all leisure farms in Han. The market segmentation theory was applied to assort the thirty focused attributes of the leisure farms into the following structural factors: safety and convenience, natural ecology, tourist experience, economic services, consulting guidance, and facilities. According to these six factors, the tourists were categorized into three segregated markets , namely, safety and guidance type (male with age between 30 to 39 in majority), experience and facility type (male with age between 20 to 29 in majority), and ecology and economic type (female with age between 20 to 29).The recreational benefit index of this research, the compensation variation (CV), was calculated with the formula proposed in the reference. Related verifications and analyses under the three segregated markets were also proceeded to received the following four conclusions: (1) results form the average CV difference analysis among the three segregated markets indicated that the CV were not significantly different; (2) within each segregated market, the difference analysis results of the average CV of different types of leisure farms appeared to show that were not the same; (3) the correlation analysis between the recreational benefit index and the satisfaction of attribute items showed that there was no consistent tendency of correlation between them , therefore, the possibility of estimating one by the other was low in this study; (4) the results from the average CV valued variation analysis between the groups of ”incline to satisfaction” and ”incline to dissatisfaction” showed that they were significantly different for the data as a whole, while were not significantly different for individual segregated market. The average CV of the ”incline to satisfaction” group was much higher than that of the ”incline to dissatisfaction” group.

並列關鍵字

Leisure farms ； Segmentation ； Recreational benefit index ； Satisfaction