地方行銷策略對遊客知覺利益及造訪意願之影響－兼驗證口碑調節效果

近年來，地方政府積極改善基礎設施，開發特色景點及地方特產等措施，推動地方行銷活動，期能提升當地觀光發展，故有關推動地方行銷之相關議題，逐漸引起關注。因鹽水蜂炮是具有獨特傳統、魅力及口碑之地方行銷活動，所以本研究以此為標的，選擇具參與鹽水蜂炮經驗的遊客為研究對象，進行實證調查分析。研究採用問卷調查的方式，並以地方行銷策略模式為基礎，運用假說檢定去驗證地方行銷策略、遊客知覺利益及造訪意願之間關係，並驗證口碑的調節角色。研究結果發現：一、基礎建設行銷、形象行銷、吸引力行銷、以及人員行銷對知覺利益具有正向顯著之影響，四種地方行銷策略中以形象行銷對知覺利益之影響程度最高；二、知覺利益對造訪意願具有顯著正向影響；三、口碑在知覺利益與造訪意願間之影響具調節效果。最後本文提出一些實務建議，可供地方政府擬訂地方行銷策略之參考，以促進地方觀光活動及經濟發展。

關鍵字

地方行銷；節慶活動；知覺利益；造訪意願；口碑

並列摘要

Recently, the local government improves its infrastructure, promotes place marketing with festival activities, and creates local unique scenes and products to facilitate local tourism industry development. Since Yan-Shui fireworks festival is a unique, traditional, and famous activity, this study selects the visitors as samples and uses the questionnaire survey to collect data. Based on the model of place marketing strategies, the research tests the proposed hypotheses, and verifies the effects of place marketing on perceived benefits and visiting intentions. Moreover, the moderating effect of word-of-mouth is examined. The results indicate that: (1) image marketing, infrastructure marketing, attraction marketing, and people marketing have significantly positive effects on perceived benefit; (2) perceived benefits has a significantly positive effect on visiting intentions; and(3) word-of-mouth plays significant moderating effects on perceived benefits and visiting intentions. Finally, the study provides some suggestions as reference for local government to plan place marketing strategies and to enhance local tourism and economy development.