在臺灣,伴手禮的意義,由早期聯繫情感之禮物,已被賦予行銷意涵,成為商業行銷各地方特產之專有名詞,提供多樣性的選擇。本研究以造訪台南之遊客為研究對象,探討不同旅遊特性之遊客對於伴手禮商品特性、商店屬性偏好與購買意願間之關係,藉由對遊客需求之理解,讓業者藉由瞭解遊客的伴手禮屬性偏好,進而訂定有效之經營策略。本研究於2011年5月16日至28日期間於台南赤崁樓及安平老街採便利抽樣方式進行問卷調查,共計回收有效問卷304份。資料分析方法使用描述性統計、信度分析、因素分析、獨立樣本t檢定、單因子變異數分析及迴歸分析、來加以檢測並驗證本研究目的與研究假設。研究結果發現,在商品特性方面遊客在選購伴手禮商品時,最重視的是伴手禮的價格是否合理,及是否具有地方特色與外觀色彩具吸引力。至於伴手禮是否具獨特性或創新性,反而較不重要。在商店屬性方面,交通便利性、銷售人員所提供之服務與態度以及伴手禮商店的裝潢是遊客最注重的部分,至於促銷活動及商品擺設對遊客而言反而較不重要。另外,本研究亦發現商品屬性及商店屬性皆會正向影響顧客的再購意願,因此相關單位對伴手禮的行銷及商店策略規劃是影響顧客回流的重要因素。
The objective of this study is to investigate current status and relationships of the attractiveness and current public preferences of Taiwan's sport tourism resources. The study therefore applies a ”sport tourism resources” perspective, sampling 451 potential sport tourism resources in the Taiwan area. We then use the ”Attractiveness and Public Preferences of Sport Tourism Resources in the Taiwan Area” questionnaire developed for this study and a convenience sampling method to survey individuals aged 16 and over who have participated in sport tourism within the previous year. In total, 892 valid questionnaires were returned. The results of the survey analysis are as follows: 1. The three most attractive sport tourism resources in the Taiwan area are, in order: diving in Green Island, seeing snow on Hehuan Mountain and the ocean at Orchid Island. In other words, Taiwan's water-based and geological attractions are more attractive than its man-made attractions. 2. Diving in Green Island, the ocean at Orchid Island and seeing snow on Hehuan Mountain are the three sport tourism resources in Taiwan 3. There has a high correlation between sport tourism resources attractions with the public preference, which is the high attractive sport tourism resources are more likely to cause the public preference. 4. Taiwan sport tourism resources attractive can cause the public preference, but the sport tourism resources attractive significantly higher than public preferences, during which is still a significant gap exists.