商圈行銷策略與遊客行為之研究－以台南海安商圈為例

The relationship between marketing strategy of business district and tourists' behavior- Tainan Haian business district as an example.

蔡麗芬(Li-Fen Tsai) ； 黃孟立(Meng-Li Huang) ； 詹芬樺(Fen-Hauh Jan)

《休閒事業研究》 15卷1期 (2017/03) Pp. 40-48

https://doi.org/10.6746/LIR.201703_15(1).0003

摘要

因應台灣的周休二日國民旅遊風潮，各地方政府努力經營商圈以吸引更多的觀光人潮到訪，經濟部在2008年也開始了四年的創新品牌商圈計畫。本研究主要是以文創美食著名的台南海安商圈為研究對象，探討商圈現行的行銷策略、遊客滿意度和遊客忠誠度之間的關聯性。透過迴歸方式分析，結果發現商圈行銷策略中的特色整合和訊息推廣皆會顯著正向影響到遊客忠誠度的推薦、購買意願和重遊意願，顯示了商圈行銷策略對遊客行為的影響性。商圈的經營者包含商家、商圈委員會和地方政府應該重視商圈行銷策略的規劃和執行以提升遊客忠誠度，讓商圈能永續經營。

關鍵字

商圈行銷 ； 遊客滿意度 ； 遊客忠誠度

並列摘要

For Taiwanese domestic tourism trend, most local government effort to operate the tourism of business district to attract more tourists and Ministry of Economic Affairs started the four-years innovative brand business district plan. The object of this study is the tourists of Tainan Haian business district, and the study explored the relationship among marketing strategy, tourists' satisfaction and loyalty for business district. By regressional analysis, the finding that the features integration and message promotion of marketing strategy would positively influence the recommendation, purchase intention, and revisiting intention of tourists' loyalty. This result confirmed the marketing strategy of business district would influence the tourists' behavior. The operators of business district which included the firms, the committee of business district, and local government should pay attention on planning and operating marketing strategy of business district to promote the tourists' loyalty and to make the business district sustainable development.

並列關鍵字

Trading Area Marketing ； Tourist satisfaction ； Tourist loyalty