動物園遊客對教育行銷策略認知之IPA分析－以台北市立動物園為例

A Study of Visitors' Cognitions on the Educational Marketing Strategy-Using Taipei City Zoo as an Example

李力昌(Li-Chang Lee) ； 林淑卿(Shu-Ching Lin)

《休閒暨觀光產業研究》 1卷1期 (2006/09) Pp. 55-64

https://doi.org/10.6158/JLTIR.200609_1(1).0004

摘要

近年來，世界上動植物園區經營潮流與社會責任已經明顯轉向保育與教育的方向，公營動物遊樂區面臨了一個很不同的時代，也因此必須要採取靈活的經營策略，以便存活並達到經營的目標。相關文獻皆指出，動植物園的經營目標已由觀賞遊憩轉向教育保育，強調人與環境的關係。因此，肩負此重任的園區如何形成其競爭優勢及強化現行的教育行銷組合策略，與其未來發展息息相關。本研究以台北市立動物園為例，由其遊客中蒐集232份有效問卷；本報告探討兩項主題：一、遊客遊園目的及動機，二、遊憩區教育行銷組合之策略。運用重要性－滿意度的分析(IPA)並結合SWOT的分析發現，遊客對其參訪動物園目的之IPA分析完全落在第一及第三象限，也就是SWOT分析中的機會與劣勢兩個部分。遊客對動物園遊憩環境及管理措施之重要性及滿意度差別分析則分佈於四個象限。分析結果可提供給園方管理單位重新檢視其教育行銷策略與途徑之參考。

關鍵字

動物園 ； 教育行銷 ； 重要－表現分析法

並列摘要

In recent years, the operation goals of zoos and botanical gardens around the world have been focusing on conservation and education. Facing various demands from the society, the management has to adopt a more flexible approach and revise its strategy accordingly. The ways management formulates its competitive edge and strengthening it educational marketing mix thus have become essential not only to its current operation but also its future development. Using Taipei City Zoo as an example, two issues are discussed: first, the motivation of visiting for the visitors; second, visitors' perception of the educational marketing mix. Data are collected from 232 visitors, and were analyzed using Importance-Performance Analysis (IPA), combined with SWOT analysis. The findings provide the management some information to reflect and reinvestigate for its marketing strategy.

並列關鍵字

zoo ； educational marketing ； IPA

參考文獻

黃宗成、吳忠宏、高崇倫(2000)。休閒農場遊客遊憩體驗之研究。戶外遊憩研究。13(4)，1-25。

Chapman, R. G.(1993).Brand performance comparative.Journal of Products & Brand Management.2(1),42-50.

Cheron, E. J.(1989).Segmentation of bank commercial markets.International Journal of Bank Marketing.7(6),25-30.

Holzer D.(1998).Socialsation influences on adult zoo visitation.Journal of Applied Recreation Research.23(1),43-62.

McCarthy, E. J.(1996).Basic marketing: A managerial approach.Homewood, IL:Irwin.