冒險觀光市場區隔之探析

A Discussion of Adventure Tourism Market Segmentation

10.6162/SRR.2012.123.03

王伯宇(Po-Yu Wang)；吳崇旗(Chung-Chi Wu)

風險活動 ； 戶外遊憩 ； 行銷 ； 利基 ； risky activities ； outdoor recreation ； marketing ； niche

大專體育

123期（2012 / 12 / 01）

17 - 24

繁體中文

在近二十年來，冒險觀光在世界各地及臺灣都有長足的發展。當冒險觀光的研究在世界逐漸地成長時，臺灣此類的研究仍屬起步階段。本文針對國內外冒險觀光的相關研究做一系統性的整理，並採用市場區隔的四個變數作為「敏感性概念」（sensitizing concepts），來探究不同的冒險觀光市場區隔。依本文之檢視，冒險觀光基於行為、地理環境、心理及人口統計變數可區隔出不同的市場。本文中所區隔出來的市場提供了實用的資訊在行銷冒險觀光市場的後續步驟，像是選擇目標市場與確立定位，也提供了重要的基礎給後續的冒險觀光研究。本文也對後續的研究者提出的建議，希望能吸引更多的研究與實務，探討專注於此一利基市場，以期在學術界及實務界對此觀光有更多樣化的發展。

Adventure tourism has a significant growth in the last two decades, whether all over the world and also in Taiwan. While adventure tourism related studies have been broadly presented in the world, the researches in Taiwan are still at the beginning stage of this field. This study reviewed and compiled relevant researches on adventure tourism. Through the employment of four variables of market segmentation as sensitizing concepts, this study was aimed to discuss different types of market segmentation about adventure tourism. It was shown that adventure tourism markets can be separate based on behavioural, geographic, psychographic, and demographic variable. The segmented markets, selection of target market, and market position concluded in this study as well as the suggestions provided practical and fundamental information for further studies in adventure tourism. More, the researcher wishes to invite more people to discuss this niche market in order to create variety of developments for adventure tourism both in the academy and industry.

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