主題樂園媒體行銷運用之探究-以月眉育樂世界為例

The Application of Media Promotion of Theme Park– The Example of Yamay Resort

彭鉞淇(Yueh-Chi Peng)

指導教授 ： 張君如

朝陽科技大學/管理學院/休閒事業管理系/碩士(2009年)

摘要

本研究以月眉育樂世界為研究個案，探討不同媒體行銷與遊客特性、遊客人數、媒體平均成本之關係。除了依據2004-2006年月眉育樂世界、交通部觀光局、尼爾森市場研究公司所提供的次級資料之外，還運用SPSS12.0軟體，進行敘述統計分和交叉分析。
研究結果發現：第一，不同媒體行銷會影響入園的遊客特性；整體來說，2005年電視、報紙、廣播、網路、戶外廣告等媒體行銷所影響來園的遊客年齡通常是介於15~24歲和20~24歲，以學生和上班族為主，平均月收入約2萬元以下(探索樂園)和2~7萬(馬拉灣)，主要是來自中彰投地區；其中學生最容易受到戶外廣告的影響，而上班族則是以報紙的影響最大。第二，不同媒體行銷也會影響遊客人數；探索樂園和馬拉灣皆以電視影響的人數為最多，其次依序為網路、報紙、戶外廣告、廣播。第三，探索樂園每人平均電視媒體行銷成本為最高(約72元)；其次依序為戶外看板(約29元)、報紙(約20元)、廣播(約4元)、 網路(約1元)；整體而言，2005年探索樂園花在每位入園遊客的平均媒體行銷成本約為34元。在馬拉灣方面，每人平均媒體行銷成本也是以電視為最高(約52元)，其次為報紙(約19元)、廣播(約7元)、戶外看板(約5元)、網路(約3元)。整體而言，2005年馬拉灣花在每位入園遊客的平均媒體行銷成本約為44元。
建議業者依據不同目標客群，選擇不同的媒體類別，才能以最低媒體成本創造最高的媒體效益。

關鍵字

月眉育樂世界 ； 每人平均電視媒體行銷成本 ； 媒體行銷 ； 遊客特性 ； 遊客人數

並列摘要

This case study was focused on Yamay Resort to discuss the relationship between characteristic of visitors, amount of visitors, and average cost per person of media in different mass media promotion. In addition to the second data resources from 2004-2006 year reports of Yamay Resort, Tourism Bureau year reports of Taiwan and AC Nielsen – Sub-prime information, this study was applied SPSS12.0 software and the methods of the descriptive statistics and intersection to analyze the data.
The results of this study showed that, first of all, the different mass media promotion influenced the characteristic of visitors. The 15-24 year-old (Discovery World)and 20-24 year-old (Mala Bay) visitors who came to Yamay Resort in 2005 were influenced by the different mass media promotion such as TV, newspaper, radio, internet and outdoor advertising. Most of them were students and office works, and their average incomes per month were between under NT$20,000 to NT$20,000-NT$70,000. Those visitors mainly came from Taichung, Changhua and Nantou. Base on the above information, students were influenced mostly by outdoor advertising, but office workers were mainly influenced by newspaper. Secondly, the different mass media promotion also influenced the amount of visitors. The visitor who came to Discovery World and Mala Bay were mainly influenced by TV, and the others in sequence were internet, newspaper, outdoor advertising and radio. Thirdly, the average cost per person of TV in Discovery World were the highest price (around NT$72) in 2005, the others in sequence were outdoor advertising (around NT$29), newspaper (around NT$20), radio (around NT$4), and internet (around NT&1). Overall, the average cost per person for mass media in Discovery World were NT$34 in 2005. The average cost per person of TV also were the highest price (around NT$52) in Mala Bay, the others in sequence were newspaper (around NT$19), radio (around NT$7), outdoor advertising (around NT$5), and internet (around NT$3). Overall, the average cost per person for mass media in Mala Bay were NT$44 in 2005. The suggestion of the study are that in order to decreasing the media cost and developing the highest media profit, it is important to choose proper mass media based on the different target customers.

並列關鍵字

amount of visitor ； characteristic of visitor ； media promotion ； average cost per person of media ； Yamay Resort

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