旅遊系統透過在地行銷銷售 農特產品意願之研究

The Intention of Tourism Systems to Sell Farm Specialty Products through Local-Marketing Channel in Taiwan

張彝倫(zhang yi lun)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理研究所/碩士(2007年)

摘要

本文旨在探討國內旅遊系統透過在地行銷銷售農特產品之意願。為達成
研究目的，應用文獻探討擇定農特產品的項目和產地，作為建構本研究基礎，
以觀光景點、休閒渡假中心、旅館飯店為調查樣本，藉問卷調查方式進行資
料蒐集並作為資料分析依據；以合作關係、付款方式、經營作為、促銷活動、
服務品質及顧客消費等六種因素，探討旅遊系統透過在地行銷銷售農特產品
之期望目標與實際經驗，結果發現：絕大多數已透過在地行銷銷售農特產品
的旅遊系統，因其附加價值願意繼續採取在地行銷，考慮因素則反映出通路
的特性。未來主要行銷規劃強調「加強商品包裝」、「整合行銷通路」、「塑
造產品特色」以及「舉辦促銷活動」。而「整合行銷通路」及「聯合促銷活
動」和「政府輔導」則是目前旅遊系統最迫切需要的協助。根據結構方程模
式之分析結果顯示，「銷售者的期望」、「知覺的績效」與「不一致」會對
「銷售意願」產生正向影響。

關鍵字

在地行銷、旅遊系統、意願

並列摘要

The purpose of this research is to inquire the intention of tourism systems to sell
farm specialty products through local-marketing channel. To achieve this purpose,
the researcher chose the items and areas of them through cultural heritage to construct
the foundation, took the scenic spots, leisure vacation centers and hotels or restaurants
as samples to collect data for analysis by survey. Take the cooperative relations, the
payment method, the management deeds, the advertisement promotes sales, the service
quality and the consumption as variables to inquire the expectation in advance and real
experience for tourism systems when they sell the farm specialty products through
local-marketing channel. The findings of the research are:(1)Most of the tourism systems
that have sold the farm specialty products through local-marketing channel will continue to
because of the added value.(2) The reasons they considered reveal the characteristics of the
channel of the tourism systems.(3)The major marketing programming for the tourism
systems in the future emphasize on the strengthening product package, integrating marketing
gateways, creating product traits and holding promoting activities.(4)Integrating marketing
gateways, holding jointed promoting activities and governmental guidance are the most
urgent assistances at present. The results according to the analysis by SEM reveal that
”seller’s expectation ” , ”perceptive result” and “disconfirmation” will influence “intention
of selling ”positively.

並列關鍵字

Local-marketing, Tourism system, Intention

參考文獻

林國仁（ 1996）。養猪戶合作經營業務服務品質之研究。國立中興大

柯樹青（ 1979） 。台灣地區高工學生就業意願之研究。人與社會， 7

翁崇雄（ 2000） 。服務品質評量模式之比較研究。中山管理評論， 8

鄭健雄（ 2004）。兩岸觀光休閒農業與鄉村旅遊發展模式之比較。《2004

鄭健雄（ 2002）。休閒農業旅遊市場場區隔化之研究－ 以宜蘭休閒農