台灣地區隔週休二日國內旅遊區隔之研究

The Influence of Alternative Two-Day Weekends on Segmenting Taiwan Travel Market

林進財(Chin-Tsai Lin) ； 黃美玉(Mei-Yu Huang)

《觀光研究學報》 5卷2期 (2000/03) Pp. 1-20

https://doi.org/10.6267/JTLS.2000.5(2)1

摘要

台灣地區於民國八十七年一月一日起，實施隔週休二日。對民眾而言，隔週休二日政策，對個人旅遊型態與整體旅遊市場產生深遠影響。休閒概念產業之經營策略勢必調整，以提昇旅遊業者之競爭力。本文之主要目的為（1）探討隔週休二日實施後，對旅遊市場之影響；（2）採用與產品相關性較高之旅遊型態變數，及人口統計變數來區隔市場，以暸解各目標市場特性。本文擬定行銷組合策略，進行目標行銷，期能提供旅遊業者做為拓展市場之參考。

關鍵字

隔週休二日 ； 市場區隔 ； 旅遊市場

並列摘要

The policy of alternate two-day weekends was instituted by government at the beginning of 1998. The implementation of this policy has greatly influenced the style of individual travel and of the overall travel market. Therefore, the business strategies of the recreation and travel industry need to be adjusted in order to enhance competitiveness. There are two major purposes in this paper. One is to find what the effects of the implementation are on the travel market. The other is to use tourists' life-style characteristics, travel programs and demographics to differentiate segments of the travel market to better understand the marketing target. Thus, strategies for marketing mix can be proposed to better achieve the target. The conclusions of this paper will be attractive to many in the travel industry and provide references to extend their business.

並列關鍵字

alternate two-day weekends ； segmentation ； demographics ； travel market