七股生態旅遊市場區隔之研究－以涉入爲區隔變數

Marketing Segmentation of Chi-Gu Ecotourism-Using Involvement as Segmenting Variable

10.29916/JMPP.200903.0006

陳璋玲(Chung-Ling Chen)；吳政隆(Cheng-Lung Wu)；林惠鈴(Hui-Lin Lin)

市場區隔 ； 遊客涉入 ； 旅遊品質 ； market segmentation ； involvement ； trip quality

管理實務與理論研究

3卷1期（2009 / 03 / 01）

96 - 115

繁體中文

市場區隔是將廣大的異質性市場分爲許爲同質性較高的群體，業者從而針對特定的區隔市場來設計銷組合，以更能符合區隔市場中遊客的需求。七股溼地是國內生態旅遊的重要景點之一，每年吸引多數人潮前來觀賞黑面琵鷺、乘筏遊潟湖等。所以深入瞭解遊客特性有助於業者研擬更適合的行銷組合。本研究目的即在進行七股生態旅遊市場之區隔，以涉入爲區隔變數，進而剖析各區隔的特性。本研究發現遊客可劃分爲高涉入群及低涉入群二個群體。高涉入群的遊客以女性、已婚、31-41歲、職業爲公務人員爲主，到七股遊玩次數達四次以上，重遊次數高。此外，遊客具有重要性與愉悅性、中心性、象徵性的涉入特質。低涉入群的遊客以男性、未婚、20-30歲的學生爲主，大都係第一次到七股遊玩，且對旅遊品質各項目的認同程度和重遊意願亦較低。本研究最後依據個別群體的特性，研擬行銷策略的建議，以供七股旅遊經營者參考。

Marketing segmentation is to divide a heterogeneous market into many subgroups. Each subgroup is homogenous given that people assigned to the subgroup share some common characteristics. With marketing segmentation, the industry is able to devise a specific marketing mix to meet the needs of tourists in a specific subgroup. Chi-Gu wetland is one of the popular tour spots in domestic ecotourism. Each year, this place attracts lots of tourists to watch black-faced spoonbill, ride rafts to visit lagoons etc. As a result, understanding tourists’ characteristics helps tourism industry to develop proper marketing tools. The purpose of the study is to segment Chi-Gu ecotourism market with a variable of involvement such that the profile of each segmented group is understood. The results showed that the market can be divided into two subgroups. One is of high involvement and the other is of low involvement. Most of tourists in the group of high involvement are female, married, aged with 31-41, civil servants and have a higher revisiting frequency. In addition, they demonstrate higher level of involvement in the aspects of importance, enjoyment, centrality and sign. On the other hand, the other group of low involvement is dominated with the tourists who are male, unmarried, aged with 20-30, students and visit the place first visit. They also have a lower intention to revisit and less appreciation for trip quality. At last, the study, based on the nature of each subgroup, proposed marketing suggestions for the concerned industry for their reference.

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