從觀光價值分析手工餅乾店舖之推廣策略:以南投縣為例

台灣觀光旅遊越來越盛行，各縣市鼓勵外地就業的年輕人返鄉創業，然而南投擁有豐富的自然人文景觀，也成為當地旅遊的特色，而南投縣政府也運用當地特色發展出專屬於南投的觀光特點。而本研究以南投特色景點的地理位置開設手工餅乾店舖，再結合各個縣市的在地文化，創造出專屬於南投在地特色的手工餅乾，結合在地小農共同合作推廣家鄉文化和美食。本研究將觀光價值整理成六大類：歷史與文化、人文藝術發展、自然景觀、住宿與交通便捷性、景點配套措施和景點友善程度，針對台灣20-65歲的消費者，作為本研究範圍與對象，進行網路問卷調查，並將蒐集觀光價值構面及消費者導向行銷策略（4C）之樣本數，透過SPSS統計軟體進行信度分析、相關分析及回歸分析來取得本研究資料結果。本研究發現，從觀光價值的不同會造成消費者導向行銷策略選擇會有所不同。在歷史與文化、交通與住宿便捷性、景點配套措施及景點友善程度，能夠透過顧客需求、顧客成本、顧客便利性、顧客溝通成功的吸引消費者，消費者在旅遊時會因過去的歷史與文化背景而吸引前往該店鋪，因此，在自然景觀附近交通與住宿便捷性能吸引旅遊消費者前往該店鋪，在景點設立接駁車及清楚標示對景點配套措施及景點友善程度達到加分效果，由此可知，南投自然景觀的觀光價值的類型，更清楚有效的選擇消費者導向行銷策略

關鍵字

觀光價值；消費者導向行銷策略

並列摘要

Tourism and tourism in Taiwan are becoming more and more popular. Counties and cities encourage young people who are employed from other places to return to their hometowns to start businesses. However, Nantou has a rich natural and cultural landscape, which has also become a feature of local tourism. Sightseeing features. In this study, we set up handmade biscuit shops based on the geographical location of characteristic scenic spots in Nantou, combined with the local culture of various counties and cities, created handmade biscuit unique to Nantou's local characteristics, combined with local small farmers to jointly promote hometown culture and cuisine. This study organizes tourism value into six categories: history and culture, humanities and arts development, natural landscape, accommodation and transportation convenience, scenic spots supporting measures, and scenic friendliness. It is aimed at consumers aged 20-65 in Taiwan as the scope of this research. Participants will conduct online questionnaire surveys and collect the sample size of tourism value dimensions and consumer-oriented marketing strategies (4C), and use SPSS statistical software to conduct reliability analysis, correlation analysis and regression analysis to obtain the data results of this research. This study found that the difference in tourism value will result in different choices of consumer-oriented marketing strategies. In terms of history and culture, the convenience of transportation and accommodation, the supporting measures of attractions, and the friendliness of the attractions, it can attract consumers through customer needs, customer costs, customer convenience, and customer communication. Consumers will be affected by past history and The cultural background attracts visitors to the shop. Therefore, the convenient transportation and accommodation near the natural landscape attract tourist consumers to the shop. The establishment of shuttle buses at the scenic spots and clearly marked the supporting measures and the friendliness of the scenic spots can achieve the effect of adding points. It can be seen that the type of tourism value of Nantou's natural landscape is clearer and more effective in choosing consumer-oriented marketing strategies.