鄉村旅遊意象之區隔研究－以頂菜園鄉土館爲例

An Empirical Study on Segmentation of Rural Tourism Image in the Dingcaiyuan Theme Pavilion

10.30169/JRTR.200806.0002

張清標(Piao-Chang Ching)；陳賢明(Min-Chen Hsien)

集群分析 ； 鄉村旅遊 ； 旅遊意象 ； 市場區隔 ； cluster analysis ； rural tourism ； tourism image ； market segmentation

鄉村旅遊研究

2卷1期（2008 / 06 / 01）

15 - 41

繁體中文

本研究首先參考有關旅遊意象及市場區隔等文獻，並依據頂菜園鄉土館之資源與特性等，建構意象衡量工具及設計問卷，進行實證調查，以遊客旅遊意象為基礎，以區隔其潛在遊客市場。總計回收有效問卷386份。運用因素分析將其意象萃取為「自然文化豐富」、「寧靜悠閒教育」、「交通環境資訊」、「服務完善親切」及「設施活動便利」等五個因素，再以意象因素做為市場區隔變數，運用集群分析將其潛在遊客市場區分為「服務便利型」、「自然偏好型」及「一般休閒型」三個集群，並以旅遊意象、人口統計變數與旅遊特性描述各區隔市場之特性及差異。遊客旅遊意象對旅遊意願之影響分析研究結果顯示，「自然文化豐富」、「寧靜悠閒教育」、「交通環境資訊」及「服務完善親切良好」等四項方面對旅遊意願具顯著影響，可見業者要特別重視相關服務教育及設備環境維護。最後，本研究研擬出行銷策略之建議，以提供相關領域及業者，創造其在旅遊市場的最大競爭利基。

This study based on some literature regarding 'Tourism Image' and 'Market Segmentation', along with the resources and characteristics of Dingcaiyuan Theme Pavilion, this study constructs the measurement instruments of travel image and designs the questionnaire accordingly. The survey is undertaken in Dingcaiyuan Theme Pavilion with tourist as sample subjects. It is to segment the potential tourist market according to the image of those tourists. Among those surveys, the completed and effective were 386. By conducting factor extraction, the image was extracted into five factors: 'Abundance of Natural Culture', 'Peaceful Leisure & Educational', 'Traffic & environment information', 'Convenient Service', and 'Complete Facility & Activity'. Furthermore, by using these five image factors working as segmentation variables and conducting cluster analysis, the potential tourist market as divided into three clusters: 'Natural Preference', 'Service Specific', and 'General Leisure'. Tourism image, demographic variable, and travel characteristics were used to describe the characteristics and differences of each segment. The tourist travel's image to demonstrate to of impact analysis findings the traveling shows: 'Natural culture is abundant', 'quite leisurely and carefree education', 'the information of the transportation environment' and 'serve perfect benignity good'...etc. four item to travel the will has notabl influence, obviously the entrepreneur wants to take seriously to be related specially serves the education and the equipment environment maintenance. Finally, practical suggestions of marketing strategy were provided to the related field and tourism industry. Create the largest competitive niche in the tourist market via all kinds of marketing strategies.

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