農村節慶活動遊客遊憩偏好與體驗行銷策略之研究—以2015臺中市大雅區小麥文化節為例

A Study on Visitors' Recreation Preferences and Experiential Marketing Strategy of Rural Festival Activies —A Case of 2015 Wheat Festival in Daya District,Taichung City

朱慧玲(Hui-Lin Chu)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00132

摘要

本旨在探討2015 臺中市大雅區小麥文化節慶活動遊客遊憩偏好與體驗行銷策略關係之研究，採用問卷調查法方式，共計回收492份有效問卷，使用SPSS23.0進行問卷之信效度分析、敘述性統計、獨立樣本t檢定、變異數分析、相關分析及迴歸分析。從獨立樣本t檢定及變異數分析可知遊客背景特性大多不會影響遊客遊憩偏好，而遊客背景特性可能影響體驗行銷策略；從相關分析及迴歸分析結果可知農村節慶活動遊客遊憩偏好對體驗行銷策略的影響有正向關係。其重要結論如下：1.農村節慶活動遊客背景特性對遊客遊憩偏好大多無顯著差異；2.大雅區小麥文化節行銷策略依循節慶活動遊客背景特性做調整；3.農村節慶活動遊客遊憩偏好影響體驗行銷策略。
針對本研究之研究結果及結論，對臺中市大雅區小麥文化節主辦單位提出以下建議：1.在體驗活動設計方面，需融入小麥六級產業活動及特殊技藝者互動表演，來提昇｢產業資源｣及｢人的資源｣方面的相關活動；2.在體驗行銷策略方面，增加讓遊客瞭解大雅區小麥特色之體驗活動及增加身體的親身體驗相關活動，來提昇｢思考行銷｣及｢行動行銷｣；3.提昇遊客遊憩偏好，有助於提昇體驗行銷。

關鍵字

農村節慶活動 ； 遊客遊憩偏好 ； 體驗行銷策略

並列摘要

This study aims to analyze the relationahip between visitors' recreation preferences and experiential marketing srategy of rural festival activies. A questionnaire survey was carried out to collect data from 492 visitors participated in 2015 Wheat Festival in Daya District, Taichung City. Using SPSS 23.0, several analyses, including reliability, description, independent t-test, one-way ANOVA, correlation and regression, were employed. The results showed most of the tourists’ demographic characteristics did not have significant differences in recreation preferences, but have significant differences in experiential marketing strategy. In addition, visitors’ recreation preferences of rural festival acivies were found to have postitive correlation with experiential marketing strategy. Based on the findings, the conclusions are as follows: 1. most of the visitors’ demographic variables of rural festivals activities would not affect visitors’ recreation preferences; 2. Wheat Festival acitivities may adjust expetiential marketing strategy according to the demographic characteristics of visitors; 3. visitors’ recreation preferences would affect their appreciation of marketing strategies of rural festivals.
Finally, this study provided some recommendations to the organizers of Wheat Festival in Daya District, Taichung City: 1. integrate primary, secondary, and tertiary industry sectors as well as interactive performances of craftsmen with special skills into experience activity design to increase the activities based on agricultural sresources and human resources; 2. create acitivities for visitors to understand the culture of the wheat industry in Daya and to participate in physical exercise experiences to promote thinking maketing and action marketing; 3. enhance visitors' recreation preferences to improve the experiential marketing strategy.

並列關鍵字

Rural Festival Activies ； Visitors' Recreation Preference ； Experience Marketing Strategy

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