遊憩區市場定位之研究

A Study on Market Positioning of Recreational Areas

歐聖榮(Sheng-Jung Ou) ； 張集毓(Chi-Yu Chang)

《戶外遊憩研究》 8卷3期 (1995/09) Pp. 15-45

https://doi.org/10.6130/JORS.1995.8(3)2

摘要

本研究之主要目的係利用市場定位之理論，來探討受訪者對不同類型遊憩區屬性認知之差異，以作爲日後遊憩區進行重新定位及擬定行銷策略之參考。本研究採問卷調查及一階段簇群抽樣之方法，針對四個不同類型的遊憩區進行調查，共得有投問卷226份。本研究應用多元尺度法(MDS)、單因子變異數分析及相關分析等統計技術進行結果之描述及假設之驗證。研究結果顯示，受訪者在不同類型遊憩區的遊憩屬性認知上確有顯著的差異存在，且從多元尺度法分析所得之空間知覺圖觀之，亦可知受訪者能清楚地定位出不同類型的遊憩區。

關鍵字

遊憩 ； 市場定位 ； 市場區隔 ； 多元尺度法

並列摘要

The main purpose of this study was to discuss the differences of the respondonts' perceptions on the recreational attributes of different recreational areas based on the theory of market positioning. We hope that managers of recreational areas could use the study result as a guide to reconsider their market position and repropose their marketing strategies.Questionnaire survey was used as a major method to collect data. 226 valid samples were obtained by employing one-stage cluster sampling method. Data were analyzed by Multidiminsonal Scaling Method (MDS), One-way ANOVA, and Correlation Analysis. The results indicated that there were significant different perceptions on the recreational attributes of different recreational areas between respondents. The results a1so showed that respondents could clearly position different recreational areas based on the perceptual map.

並列關鍵字

Recreation ； Market Positioning ； Market Segmentation ； Multidimensional Scaling Method