小琉球遊客觀光行為調適策略知覺與結構性阻礙之研究

The research of tourist behavior with coping strategies and structure constraints in Liou-Ciou Isle

黃南省(Nan-Sheng Huang)

指導教授 ： 沈進成

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2011年)

https://doi.org/10.6825/NKUHT.2011.00044

摘要

在物價高漲的年代，旅遊活動變成基本生活條件滿足後的剩餘價值，因此，觀光業者的集客策略分別為拓展新客群與維持住舊客群。Crawford與Godbey的研究中提出休閒阻礙三因子模式，而在以國人為對象的相關休閒阻礙研究中，大多主張結構性阻礙為最主要休閒阻礙，加上小琉球未與台灣本島相連接，所以有某些結構性阻礙存在，例如交通、天候、觀光設備與資源等。若結構性阻礙無法改變時，如何透過調適策略來改善遊客重遊意願與旅遊行為，成為觀光業者需要思考的重要課題。因此，找出遊客結構性阻礙與調適策略，以作為觀光活動行銷策略之改善依據，是集客策略需要思考的方向。
　　本研究以小琉球為研究地區，並以參訪遊客為對象，探討遊客運用調適策略、結構性阻礙與調適後行為之間的關係。研究結果顯示，雖然小琉球遊客運用三種調適策略皆達顯著水準，但遊客最願意選擇以替代調適策略來降低結構性阻礙，而結構性阻礙因素共有五項，在遊客的三種調適後行為中，則以增加重遊意願分數最高；意即雖然存有結構性阻礙，但透過調適策略，仍可以有效改善小琉球遊客的觀光行為。本研究所得之結果將提供給小琉球當地觀光業者與觀光主管機關，藉此希望可以針對不同的消費客群，進行有效之行銷策略與改善缺失，以促使遊客增加旅遊行為，而增加小琉球的觀光經濟產值，並朝觀光永續發展邁進。

關鍵字

調適策略 ； 結構性阻礙 ； 小琉球

並列摘要

In high commodity prices era, travel activity is the surplus value, after basic life condition was satisfied. The strategy of gathering customers in tourism industry is finding new customers and keeping the old one. Crawford and Godbey’s research pointed that the leisure constrain had three types . In some researches which were analysis the Taiwanese’s leisure constrains, they pointed at the main leisure constrain was structure constraints. Liou-Ciou Isle is not connect with Taiwan mainland, there are some structure constraints exist. For example, traffic condition, weather condition, tourism equipment and resources condition. If structure constrains are unchangeable. How to change tourist’s willingness and travel behavior through with coping strategy is the most important topic for tourism industry. Therefore, to find out tourist’s structure constrains and coping strategy is the way to improve tourism marketing strategy.
　　This research uses coping strategies to find out the tourist behavior with structure constrains in Liou-Ciou Isle. There are three coping strategies and five structure constraints. The most useable coping strategy is displacement.After using coping strategies, the structure constrains will be diminished and the tourist behavior will be changed. This research’s result will provide to Liou-Ciou Isle‘s tourism industries and local government, to improve weakness and set up new marketing strategy to create economic benefits and make sure the tourism sustainable development will keep go on.

並列關鍵字

coping strategy ； structure constraint ； Liou-Ciou Isle

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