綠色旅遊之體驗行銷研究：以灰關聯分析及熵值權重分析為研究方法

An Empirical Exploration of Green Tourism with Experimental Marketing: Using Grey Relational and Entropy Analysis

林弘郁(Hong-Yu Lin) ； 蔡翠旭(Tsui-Hsu Tsai)

《行銷科學學報》 15卷2期 (2019/10) Pp. 111-146

https://doi.org/10.3966/181666012019101502002

摘要

由於對環境保護的重視，綠色旅遊的旅遊型態因應而生，本研究探討體驗行銷在綠色旅遊中扮演的角色，以台灣宜蘭的三個景點為實證分析的例子，並以灰關聯分析及熵值權重法為研究方法。發放專家問卷57份，研究結果顯示：三個旅遊景點中，五峰旗瀑布在綠色旅遊的七項準則中，表現出灰關聯係數度最高，表示為綠色旅遊體驗最佳旅遊景點；而在熵值權重分析法中，三個地點權重彼此差異不大。在宜蘭旅遊型態中，建構綠色旅遊的體驗行銷，為非常有利基的正確選擇，也可達到環境永續，觀光產業永續發展的目標。

關鍵字

體驗行銷 ； 熵值權重法 ； 綠色旅遊 ； 灰關聯分析 ； 關係權利人

並列摘要

The improving emphasizes on environment protection issues, has been tremendously growing. For the purposes of maintaining ecological protection, and sustainability. The green tourism has attracting the creative attentions to formula the practice strategies for green tourism. The main purpose of this study is to explore experience marketing to green tourism in order to create, transfer and communicate the value added practice to this very competitive tourism industrial. Using Grey relational analysis and entropy weighting methods as research methodology. Fifty seven expert questionnaires were distributed and statistical analysis. The results show that the Wufengqi Waterfall tourism spot has the highest gray correlation factor among the seven criteria of green tourism; while the entropy weight method found out: the weights of the these three locations did not have the differential effect, indicating the homogenous on entropy weights analysis. The research purposes are to enhance the environmental protection and sustainability of tourism industrial.

並列關鍵字

Experimental Marketing ； Entropy Weights Analysis ； Green Tourism ； Grey relational Analysis ； Sustainability

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