節慶活動體驗行銷、市場區隔與旅遊需求之研究—以甜蜜台灣年為例

A Study of Special Event Experiential Marketing, Market Segmentation and Recreation Demand—A Case of Sweet Taiwan Year Festival

陳盈秀(chen ying siou)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

近年來政府與民間業者大力提倡傳統產業文化活動，藉由舉辦具地方特色的節慶活動來吸引遊客並繁榮地方經濟。若透過體驗行銷的理念，讓遊客親身體驗並參與節慶活動，配合市場區隔策略，針對不同遊客擬訂相關策略，對於產業文化的節慶活動有相當大之助益。
本研究利用因素分析來瞭解參與台南甜蜜台灣年遊客在體驗知覺的認知因素；依據體驗知覺因素，以集群分析來區隔文化節慶活動市場，並應用交叉分析探討節慶體驗集群在遊客特質與社經背景之差異；接著以體驗知覺集群與遊客類型為基礎，應用雙因子變異數分析探討節慶活動市場區隔因子在遊客整體體驗價值、關係品質及關係結果的主效果與交叉效果；最後則利用On-Site Poisson模型探討影響文化節慶活動旅遊需求的相關因素。
研究結果發現：(1)「文化吸引」有最大解釋變異且最受遊客重視，顯示文化是節慶活動最大的核心所在；(2)由集群分析區隔出的三個節慶體驗知覺集群得知，「多元體驗型」為最重要的市場區隔，其體驗價值、關係品質及關係結果亦高於其他體驗知覺集群；(3)節慶體驗知覺集群與遊客類型將成為顯著影響遊客對關係品質及關係結果的重要因素；(4)多元體驗型的遊客前往甜蜜台灣年的旅遊次數高於其他體驗集群；(5)遊客前往甜蜜台灣年的價格彈性為-42.30%，替代地點的交叉彈性為71.30%，所得彈性則為18.25%。

關鍵字

體驗行銷、體驗價值、市場區隔、旅遊需求

並列摘要

In recent years, various traditional cultural activities were advocated by both government and private enterprises in order to attract visitors and thus help prosper for domestic economy. The concept of experiential marketing that allows visitors to fully participate and appreciate festival activities con be coupled with strategies of market segmentation, which is of great benefit to industrial and cultural activities.
In this study, we used factor analysis method to understand the perception factor of visitors participating the Sweet Taiwan Year Festival in Tainan. And segmented festival market by cluster analysis based on delineated experiential perception factors.
We also explored the potential importance of experiential perception clusters and the visitor type as factors which influence their experiential value, relation quality and relation outcome. Finally, we used On-site Poisson model to discuss the cultural factors which affect the festival activities.
The results of this study indicate that: (1)Cultural attraction provides the greatest proportion of total explanatory variance and is concerned the most by visitors, revealing that culture is the core factor of a festival; (2)The cluster analysis identified three segments among which multi-purpose experiential visitor is found to be the most important segment, and experiential visitor has higher level of experiential value, relation quality and relation outcome than any other segments; (3)Experiential perception clusters and the visitor type have become the most important factors in influencing the experiential value, the relation quality and the relation outcome;
(4)Multi-purpose experiential visitors attended the Sweet Taiwan Year Festival more visitors often than other clusters; (5)Visitors who attended the Sweet Taiwan Year Festival has a price elasticity of -42.30%, a substitution elasticity of 71.30% and an income elasticity of 18.25%.

並列關鍵字

Experiential Marketing, Experiential Value, Market Segmentation,Recreation Demand

參考文獻

沈進成、廖若岑、周君妍，2005，遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究—以華山咖啡為例，「戶外遊憩研究」，第十八卷第三期，頁59-79。

汪大雄、王培蓉、林振榮，1999，扇平自然教育區遊憩效益之經濟評估，「台灣林業科學」，第十四卷第四期，頁457-468。

林梓聯，2001，體驗經濟時代農企業的發展機會，「農業經營管理會訊」，第二十八卷，頁3-9。

張恕忠、林晏州，2002，遊客對休閒漁業活動之態度與體驗之研究，「戶外遊憩研究」，第十五卷第四期，頁27-48。

陳凱俐、溫育芳，1995，遊憩區經濟效益評估法之應用―以國立宜蘭農工專科學校實驗林場為例，「農業經濟叢刊」，第一卷，頁87-116。