應用市場區隔理論探討不同類型遊憩區遊客旅遊特性之差異

The Application of the Theory of Market Segmentation on Exploring the Differences of Tourism Characteristics among Tourists of Various Recreational Sites

陳肇堯(Chau-Yau Chen)

《戶外遊憩研究》 12卷3期 (1999/09) Pp. 1-20

https://doi.org/10.6130/JORS.1999.12(3)1

摘要

本研究以市場區隔理論作基礎，藉由探討遊客旅遊特性與其社經屬性的關係，界定不同遊憩區群組遊客特殊的旅遊需求，作為研擬各類型遊憩區遊憩供給改善策略的依據，以期提高遊憩資源利用效率與遊客遊憩體驗滿足。遊憩區群組是依據各遊憩區遊客社經屬性利用群落分析加以劃分，遊客之旅遊特性差異則配合相關統計檢定方法加以判別。由實證分析結果顯示，區位可及性之類似性與遊憩資源多樣化程度不僅是決定遊憩區群組劃分的重要因素，同時也決定遊憩區服務的市場範圍；而不同群組遊憩區之遊客在旅遊天數與交通時間上存在較為明顯的差異；特別是國家公園豐富的遊憩資源，使遊客獲得多樣化的遊憩體驗滿足，因此到國家公園之遊客遊憩體驗的滿意度也比到其他類型遊憩區的遊客來得高。

關鍵字

遊憩供給 ； 遊憩體驗 ； 遊憩滿足 ； 群落分析

並列摘要

Based on the theory of market segmentation, this study intends to probe into the relationships between the tourism characteristics and socioeconomic attributes of tourists, and, by the identification of the peculiar demand for tourists at recreational sites of the specific class, the improvement strategies of recreation provision for these recreational sites are then drawn up with the expectation to enhance the utilization efficiency of recreational resources and the satisfaction of tourists. The recreational sites are classified by the method of Cluster Analysis according to the socioeconomic attributes of tourists travelling at these recreational sites, and the tourism characteristics differences among tourists of various recreational classes are identified by statistic tests. The empirical analysis shows that the similarity of locational accessibility and the degree of diversity in recreational resources are not only the principal dominants in the classification of recreational sites but also the confinements of market area for the recreational sites of the specific class. The results also indicate that the differences in days of tourism and time for transport significantly exist among tourists of various recreational classes. Especially, the degree of satisfaction for tourists at the recreational sites of the national park class is significantly higher than that of the other classes.

並列關鍵字

Recreation Provision ； Recreation Experiences ； Recreation Satisfaction ； Cluster Analysis