蘭潭休閒渡假園區規劃與發展之研究

蘭潭爲嘉義市著名景點，是帶動嘉義市觀光發展的重要地區。本研究以蘭潭休閒渡假園區規劃與發展策略爲研究主題，從資源、市場需求、消費行爲及財務等觀點，同時透過對遊客及旅行社的消費行爲調查與分析，來進行市場定位分析，並進而研擬發展策略。研究內容包括：1.利用迴歸分析，建立需求預測模式。2.建立目標市場，包括大陸來台觀光旅遊市場及國內旅遊市場。3.進行定位分析，包括產品、價格、通路、促銷及人員等。4.經由財務分析，未來五年的營運毛收益分別爲1,058,934,721元，總投資成本約爲904,426,721元，財務具有可行性。

關鍵字

蘭潭；休閒渡假園區；發展策略

並列摘要

Lan-Tain is a famous scenery in Chiayi, and it is really an important place that promotes development of Chiayi's tour undertakings. This research frames planning and strategy for development of Lan-Tain Leisure Park with many different views as the theme of studying, such as resource, market demand, consumer behaviors and finance, etc. It also analyzes market positioning and develops tactics over investigation and analysis of customer behaviors between tourists and travel agencies. The research contents include topics as follows: 1) Use regression analysis to create a travel demand forecasting model. 2) Found market targeting including the market of China mainlander visiting Taiwan and domestic tourism. 3) Analyze market positioning which includes products, prices, sell-through, sales promotion, and staffs, etc. 4) Financial analysis proves that it is feasible to create gross income of NT$1,058,934,721 based on a total investment of NT $904,426,721 in the future 5 years.