綠園道之城市意象、社群行銷對旅遊意願之相關研究－以草悟道為例

The Study on the Relationship between City Image, Social Media Marketing, and Travel Intention on Park Lane - A Case Study on Calligraphy Greenway

李淑芳(Su-Fang Lee) ； 林源明(Yuan-Ming Lin) ； 李世昌(Shih-Chang Lee)

《休閒事業研究》 20卷4期 (2022/12) Pp. 54-75

https://doi.org/10.6746/LIR.202212_20(4).0004

摘要

本研究旨為探討綠園道城巿意象、社群行銷與旅遊意願之關係。以草悟道綠園道之遊客為研究對象，共回收248份問卷，剔除無效問卷7份，共取得有效問卷238份，有效回收率為95.97%。結果發現：不同職業在綠園道之城市意象達顯著差異；不同性別、年齡、婚姻狀態、職業在綠園道之社群行銷達顯著差異；不同性別性別、年齡、學歷、職業在綠園道之旅遊意願達顯著差異。綠園道之城市意象、社群行銷與旅遊意願都呈顯著正相關，表示城市意象、社群行銷越好則綠園道之旅遊意願越佳。綠園道城市意象與社群行銷可以預測旅遊意願，以城市意象的「異地氣氛意象」、「舒適度意象」與社群行銷的「專家行銷」及「口碑行銷」為很重要因素。根據本研究結果分別提出建議供相關單位參考。

關鍵字

異地氣氛意象 ； 舒適度意象 ； 口碑行銷

並列摘要

This study found that different occupations have significant differences on the city image of Park Lane; different genders, ages, marital status, and occupations have significant differences on the social media marketing; different genders, ages, educational attainment, and occupations have significant differences have a significant difference on travel intention. The city image, social media marketing and travel intention are all significantly positively correlated, indicating that the better the city image and social media marketing, the better the travel intention. The city image and social media marketing can predict the travel intention in Park Lane. The important factors are the " Remote atmosphere image " and " Comfort image " of the city image and the " expert marketing " and " Word-of-Mouth Marketing " of the social media marketing. Based on the results of this study, recommendations are put forward for reference by relevant units.

並列關鍵字

Remote atmosphere image ； Comfort image ； Word-of-Mouth Marketing