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以旅遊意象為區隔變數探討阿里山國家風景區之市場區隔及定位硏究
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| 作者 |
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羅山懿 |
| 學校系所 |
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國立嘉義大學森林暨自然資源研究所 |
| 地點 |
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全臺 全部
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| 研究內容 |
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[ 摘要 ]
本研究旨在經由旅遊意象之調查以確立阿里山國家風景區之主題意象，進而區隔與定位其目標市場，以及分析目標市場之遊客特性。首先運用Birgit(2001)提出之標準意象測量工具設計國家風景區旅遊意象之調查問卷，其次以阿里山國家風景區內各3個漢及原住民部落為實證地區，運用因素分析歸納該區之意象包括：可歸納為「生態樂活」、「自然風情」、「遊憩活動」、「鄉土美食」、「氣象景觀」等五個主題，再以旅遊意象作為市場區隔變數，將該區之遊客市場區分為「景觀人文型」、「活動體驗型」、「寓教於樂型」、「寄情山水型」等4種類型，並以旅遊意象、遊客人口統計變數與旅遊特性描述各區隔市場之特性與差異，再運用遊客對大阿里山風景區旅遊意象認知及同意程度，以分析並探討6個實證地區的市場定位，研究結果將可提供主管單位擬定服務行銷計畫之參考。
[ 英文摘要 ]
The purpose of this study was to segment the target markets using the tourism images for the Alishan National Scenic Area. A questionnaire measuring tourism images for the mountain scenic areas was developed based on Standardized Image Measurement Tool .The result of a factor analysis revealed that five dimensions could be extracted from the original image measurement: ecological experience, natural amenities, recreational activities, local cruise, meteorological landscape. Using the five images dimensions as cluster variables, visitors to the Alishan National Scenic Area were then categorized into five market segments: fitness keeping , natural wonder ,knowledge exploration, landscape sightseeing ,cultural interest. The characteristics of the five market segments were described and the differences among them were compared based on the five images dimensions and demographics. Based on the results of the study, suggestions regarding marketing planning were proposed for the administration.
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