比較澎湖淡季觀光不同動機遊客對行銷策略之認同

Compare Different Motivation of Tourist on Marketing Strategy on Off-season in Penghu

洪倍榕(Bei-Rong Hong)

指導教授 ： 侯錦雄 ； 郭彰仁

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2015年)

https://doi.org/10.6827/NFU.2015.00043

摘要

觀光客從事旅遊活動幾乎都是在夏季，秋、冬季節因為東北季風影響，遊客的數量銳減，帶來澎湖所有觀光產業的景氣連受影響，也限縮短澎湖觀光產業的規模與發展是澎湖發展觀光的最大阻力之一，本研究目的旨在探討了解遊客參與澎湖淡季觀光活動遊客的屬性與旅遊動機，不同遊客的旅遊動機對於觀光行銷認同上的差異性及澎湖的淡季觀光行銷策略對於遊客的認同度意願，以澎湖地區為例。問卷調查以採便利抽樣方式進行問卷調查，發出問卷400份，回收之有效問卷為392份。研究結果發現:一、遊客的個人社經背景不同對於旅遊動機部分有顯著差異。二、不同遊客的旅遊動機對於觀光策略認同度部分有顯著差異。三、遊客的個人社經背景不同對於觀光策略認同度部分有顯著差異。根據實證研究之結果，作為日後擬定澎湖淡季觀光活動、推廣淡季觀光活動之參考依據。

關鍵字

淡季觀光 ； 季節性 ； 澎湖 ； 觀光行銷策略

並列摘要

Tourists usually visit Penghu in summer. Since the North East Monsoon in autumn and winter, the number of tourists visiting Penghu decreases dramatically, which greatly impacts the tourism industry. Penghu tourism industry one of the biggest obstacle to the development of tourism,the study aims to explore the relationship among tourists participation in the Penghu off -season tourism of tourists background and travel motivation, different travel motivation have otherness on off -season tourism marketing strategy, Penghu tourism the off-season marketing strategy for tourists intention, in the case of Penghu. The researcher adopted convenience sampling to collect data, 400 copies of questionnaires were distributed and 392 copies of questionnaires were collected back. The results of the study show: (1) different tourists background had partially significant effect on travel motivation. (2) different travel motivation have partially significant effect on off-season tourism marketing strategy. (3) different tourists background have partially significant effect on off -season tourism marketing strategy. Thus, researcher suggests that the relate managerial units promote off-season tourism marketing strategy to enhance tourists' motivation to encourage them to get involved. Researcher suggests that the Tourism industry may be discount 50% on the price. Results according to the empirical research provide the reference basis for future activities to promote off-season tourism activities, Penghu tourism off-season planning and design.

【Keyword】off-saeson,Seasonality,Penghu,marketing strategy

並列關鍵字

off-saeson ； Seasonality ； Penghu ； marketing strategy

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