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  • 學位論文

觀光工廠行銷策略關鍵成功因素探討:AHP分析方法

Exploring Critical Success Factors of Marketing Strategy In Tourism Factories–AHP Method

指導教授 : 莊世杰
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摘要


近年來國民旅遊興盛及開放國外旅客來台觀光等政策利多,促使國內業者嗅到觀光工廠轉型之產業價值、品牌推廣及經營商機,紛紛投入觀光工廠的建置、認證與經營。然而在現今全台已有128間觀光工廠林立的競爭市場中,觀光工廠業者應如何結合觀光工廠有別於其它行銷通路的經營模式,運用有效的行銷模式組合來進行觀光工廠曝光、品牌行銷及產品銷售,發展出適切的行銷策略,是觀光工廠業者能否成功經營及轉型的課題之一,亦是觀光工廠業者及輔導單位需深入探討的課題。 為此,本研究以觀光工廠業者為調查對象,針對觀光工廠行銷策略關鍵因素進行探討,利用分析層級程序法(AHP)探討其關鍵成功因素。研究發現觀光工廠行銷策略關鍵成功因素,在整體36項重要因素上以「口碑推銷」最為重要,前十項關鍵成功因素依序為「觀光工廠線上購物平台」、「自有品牌實體通路」、「產業主題及產品具有特色」、「週邊產品販售」、「旅行社業者合作」、「社群媒體」、「人員具備銷售導購能力」、「產品多樣化」、「套裝行程規劃」。 並歸納出觀光工廠行銷策略關鍵成功因素的結論:一、以七項主要構面「產品」、「價格」、「推廣活動」、「通路配銷」、「人員」、「流程」及「實體環境」,以「推廣活動」最為重要;二、次要構面層,(一)對於「產品」面之績效目標,其相對權重分析以「產業主題及產品具有特色」最為顯著;(二)對於「價格」面之績效目標,其相對權重分析以「門票可折抵產品(體驗課程)消費費用」最為顯著;(三)對於「推廣活動」面之績效目標,其相對權重分析以「口碑推銷」最為顯著;(四)對於「通路配銷」面之績效目標,其相對權重分析以「觀光工廠線上購物平台」最為顯著;(五)對於「人員」面之績效目標,其相對權重分析以「人員具備銷售導購能力」最為顯著;(六)對於「流程」面之績效目標,其相對權重分析以「危機處理服務流程」最為顯著;(七)對於「實體環境」面之績效目標,其相對權重分析以「場域情境氛圍具吸引力」最為顯著。 關鍵字:觀光工廠、行銷策略、AHP。

關鍵字

行銷策略 觀光工廠 AHP

並列摘要


Recently due to the growing popularity of traveling in Taiwan and policies that allow more foreigners to visit Taiwan, people in tourism industry have realized the industrial value, brand promotion and business opportunity that come with tourism factory transformation. Currently there are 128 tourism factories in Taiwan. To thrive in this competitive industry, one of their targets/challenges is to develop a business model that helps it differ from others. Whether or not they can use some effective marketing strategies to raise its publicity, to enhance its brand marketing and to increase its product sale, it will determine how successful the tourism factory owner is in running the business and transforming the factory. Also, it is a topic that tourism factory owners and governmental counseling sectors should discuss further. Therefore, this research will be analyzing the key marketing strategies for tourism factories. Analytic hierarchy process (AHP) is applied to find out the key successful elements. The result shows that among 36 important marketing strategies, “Word-of-Mouth Marketing” is the most essential element. The top 10 key elements for successful marketing are: “Tourism Factory Online Shopping Platform”,“Brand Offline Channel”,“Unique Industry Theme and Product Design”, “Related Product”, “Collaboration with Travel Agencies”, “Social Media”, “Staffs with Sales Skills”, “Variable Products” and “Travel Package”. In conclusion, the successful marketing strategies for tourism factories are: 1, among the 7 main sectors, “Product”, “Price”, “Promotion”, “Place&Distribution”, “People”, “Process” and “Physical evidence”, holding Promotion is the most important one; 2, secondary sectors. After using relative weight analysis on each sector to find out its performance goal, it showed that for 1) “Product”, uniqueness of the industry theme and product matters the most; for 2) “Price”, discount coupon for products or activities works the best; for 3)“Promotion”, word-of-mouth marketing is the most effective method; for 4)“Place&Distribution”, online shopping platform works the best; 5) for “People”, hiring people with sales skills matters the most; for 6) “Process”, crisis handling procedure makes the best outcome; for 7)” Physical evidence”, building appealing atmosphere for the area matters the most. Keywords: Tourism factory、Marketing Strategy、AHP.

並列關鍵字

Marketing Strategy Tourism factory AHP

參考文獻


孫秋月(2012)觀光工廠關鍵成功因素創新研究嶺東科技大學,觀光與休閒管理研究所,碩士論文,摘要。
曾偉銘(2014)探討真實性、參觀體驗、品牌態度、口碑與購買意願關係之研究-以觀光工廠為例,國立成功大學/交通管理科學系,碩士論文,頁47-48。
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林妤璞(2013)觀光工廠參觀動機、觀光吸引力、知覺價值與重遊意願關係之研究-以台灣玻璃館為例,朝陽科技大學休閒事業管理系,碩士論文,頁60-61。
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被引用紀錄


許瑋玟(2017)。運用AHP法分析碩士在職進修因素之研究〔碩士論文,義守大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0074-2401201716453000

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