高雄市民對於夜間旅遊觀光遊憩資源認知與觀光行銷策略之研究

Citizen's Perceptions of Night touring Resources and Marketing Strategies at Kaohsiung City

李樑堅(Liang-Chien Lee) ； 施美惠(Mei-Hiu Shih) ； 康桓甄(Huan-Chen Kang)

《運動與遊憩研究》 3卷2期 (2008/12) Pp. 198-224

https://doi.org/10.29423/JSRR.200812_3(2).0011

摘要

本研究透過票選夜間旅遊觀光景點之問卷資料，提出規劃高雄市夜間旅遊觀光之配套設施與未來觀光策略改善問題；並且針對高雄市民對觀光資源整體印象認知作探討。本研究利用因素分析法歸納出觀光資訊運作及管理機能、觀光資源與吸引力、觀光資源內涵、觀光行銷配套、休閒購物多元性、交通機能便利性、生活設施完善性等七類觀光資源特性。
本研究發現市民對高雄市景觀資源的品質認同度偏低；在觀光認知較好的有國際港灣大都市、市民友善好客；但也有不理想的；如資訊不足、吸引力不夠、活動太少、管理及治安有待加強，相關社經變數對受訪者的觀光資源認知確有顯著差異。本研究之調查結果與策略建議，可做爲行銷高雄市觀光遊憩資源及活動的參考。

關鍵字

夜間旅遊 ； 觀光行銷 ； 景觀資源

並列摘要

The purpose of this study is to develop a tour program in accordance to the analysis of citizens' poll best night tourist destinations of Kaohsiung city. The study also discusses related accompanying measures and possible improvements for tourism planning. Seven characteristics of tourist resources have been identified by using factor analysis method in this study: the operation of tourism information and management mechanism, the economy of tourism resources and its attractiveness, the contents of tourism resources, the marketing strategy of tour package, varieties of recreation and shopping choices, convenience of local transportation, and convenience of living environment in the city.
Furthermore, it is found that the ratings for recognition to the quality of landscape resource within Kaohsiung city are low. Although there are many favorable qualities for developing tourist activities, including the reputation of international harbor city, the hospitality of local citizens toward tourists. Some negative aspects have been noticed. The information system, attraction spots, quantity of activity available, and public security are still some ways to go. It is found that there is a significant difference of the perception toward tourist resource among different levels of social/economic status. Finally, this study provides some insights for government and tourism industry of Kaohsiung City in planning, management, and marketing of tourism development.

並列關鍵字

night touring ； tourism marketing ； landscape resource

參考文獻

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