臺灣博碩士論文加值系統

古蹟觀光是目前遊客心目中熱門的旅遊型態之一，然而過去卻少有針對古蹟觀光客市場區隔的研究。為了填補此一研究缺口，本研究旨在利用真實性體驗探討鹿港古蹟遊憩區遊客的市場區隔，採自編問卷，於2018年9月至12月間進行問卷調查，共取得622份有效問卷。利用IBM SPSS 24.0統計軟體進行探索性因素分析、集群分析及ANOVA單因子變異數分析。研究結果發現，遊客可以根據他們的真實性體驗被區分為四個族群，分別將之命名為：文史體驗觀光客、悠遊享樂者、多重體驗觀光客、及古蹟體驗觀光客。研究結果顯示，這四個集群的遊客在旅遊整體滿意度和忠誠度的表現有顯著的差異，多重體驗觀光客在滿意度及忠誠度顯著大於其他三群，而悠遊享樂者的表現值則位居末座。本研究導入市場區隔的概念，可以有效的建構各個集群遊客在滿意度與忠誠度表現的差異，將有助於管理者制定有效的行銷策略和設計滿足遊客需求的旅遊產品。為了發展古蹟觀光旅遊，鹿港古蹟遊憩區管理單位應規劃更多元的文化旅遊行程，鼓勵不同的遊客族群來參與文化觀光。本研究進一步為文化古蹟的永續觀光提供了寶貴的理論與管理意涵。

Heritage tourism is one of the most popular tourism patterns. However, few studies have assessed the segmentation of tourists at heritage sites. In order to fill this gap, this study explores the market segmentation by assessing the authenticity experience of tourists at Lukang heritage recreation area. The questionnaire was conducted from September 9, 2018 to December 16, 2018. A total of 622 valid questionnaires were obtained. Exploratory factor analysis, cluster analysis and ANOVA were performed using IBM SPSS 24.0 statistical software. This study found that tourists can be divided into four clusters according to their authenticity experience, which were named as: cultural history experience tourists, hedonistic tourists, multiple experience tourists, and heritage experience tourists. The results showed that the multiple experience tourists were significantly satisfied and loyal compared to the other three clusters, meanwhile the performance of the hedonistic tourists ranked last. This study introduces the concept of market segmentation, which can effectively construct the relationship and difference between authenticity experience, satisfaction and loyalty of each cluster of tourists. The findings of this study help managers to formulate effective marketing strategies and designs to meet the needs of tourists. In order to develop cultural heritage tourism, the Lukang heritage recreation area should plan more sightseeing tours and encourage different tourist market segmentation to participate in cultural tourism. This study provides valuable management advice for the sustainable development of cultural heritage tourism.

目錄
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究內容 4
第四節　研究流程 6
第二章　文獻回顧 7
第一節　古蹟觀光 7
第二節　真實性體驗 10
第三節　市場區隔 14
第四節　滿意度 17
第五節　忠誠度 19
第三章　研究方法 23
第一節　研究地點 23
第二節　研究設計 26
第三節　問卷預試 28
第四節　正式問卷調查 29
第五節　統計分析 31
第四章　研究結果 33
第一節　人口統計變項與旅遊特性分析 33
第二節　真實性體驗分析 37
第三節　滿意度分析 38
第四節　忠誠度分析 38
第五節　因素分析 39
第六節　集群分析 41
第七節　個別集群之滿意度與忠誠度分析 44
第五章　討論 46
第六章　結論與建議 48
第一節　理論與管理意涵 48
第二節　研究限制與未來研究建議 50
參考文獻 51
附錄A：預試問卷題本 61
附錄B：問卷預試項目分析 63
附錄C：正式問卷題本 66

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