臺灣博碩士論文加值系統

觀光產業乃是無煙囪的工業，是具多目標的綜合發展產業，不僅有助於國家經濟的發展、提高所得、擴大就業機會、整合各級產業，也可提升地方觀光產業的知名度與地方收益等實質的效益。觀光發展不僅可提升地方的進步，也有助於社會人文的提昇：而觀光的多樣性活動及景點設施也能提供地方居民使用，提升生活品質。
近年來由於國民生活水準提升，加上周休二日的實施，民眾對於觀光遊憩的需求日漸增加，使得國內觀光休閒事業蓬勃發展，而目前全台各地縣市政府亦紛紛將發展休閒觀光，視為地方產業推廣或轉型的方向。透過宣傳、事件行銷…等行銷規劃、結合地方與中央的資源，投入觀光景點行銷的工作，亦即所謂「政府觀光行銷」。
但各地政府觀光行銷之差異性大，因此本研究調查將研究範圍縮小為后豐鐵馬道之所以能夠快速崛起，且能在全國打開知名度的原因，藉由業者觀光行銷問卷、遊客觀光行銷問卷、遊客關係問卷三份問卷，交叉詢問業者及遊客，以了解目前遊客對於后豐鐵馬道的觀感印象、滿意度、重遊率，及業者對於后豐鐵馬道的滿意度。
調查結果顯示，后豐鐵馬道以硬體方面效用的吸引力，為號召遊客主要的方式，也就是吸引遊客的重點以停車方便、交通標誌明顯、美麗的山川風光為主，另一方面，則以體驗方面的效用為輔，顯示家庭導向、健康的運動經驗、特殊的車道景觀的重要及吸引力；而推廣的方式則以口碑行銷為主，亦即利用具有遊玩經驗的遊客彼此推薦的方式進行行銷；而在社群經營的部分是稍嫌不足的，這點也可做為未來政府施政或與業者溝通的重點之一。
本研究的主要目的，係從觀光景點的遊客關係及觀光景點之ABC點架構，探討政府觀光行銷與遊客及業者之間的互動關係。期望研究結果所顯示的意義，能提供地方政府及觀光遊憩經營管理者做為吸引遊客蒞訪，擬具景點行銷方案等之參考。

Tourism is so-called “The Industry without pollution”; it links many kinds of different parts of industries to cooperate together. Tourism is not only can develop the social economy but also increase the income and organize every level of industry. On the other hand, it can help a place from on-name to well-known. Tourism development can accelerate the local progress and scenes facilities can also be used by residents to improve the living quality.

Nowadays, people’s living quality us highly improved, and then the two-day-off policy is actualized by government, publics started to have more and more demand about recreation, that drives out the tourism business vigorously. And every local government all put effort on tourism development, takes it as the chance to repackage and promote the local places. Local governments combine the resources of central government to put in to the Tourism marketing, and that is called “Government Tourism Marketing”.

Because the different marketing strategies are used in different local government, we focus the research survey on topic of “How can Ho-fong bikeway can rises abruptly and known by publics from those recreation area in Taiwan?” By the separately designed questionnaires for both tourism dealers and tourists, we can get much information from here. We can know about the tourism dealers’ comments and recommendation about Hong-fong bikeway, so do the valuable opinions, impressions, and satisfaction from tourists, even the revisit rate”.

According to the survey result, the recreational facility is the most attractive strength to Ho-fong bikeway. Such a the convenience of vehicles parking, easily-recognized traffic sighs, and of course the spectacular scenes along the bike way. As the secondary strength, (the psychological factors) Ho-gong just match the recreation concept – family-oriented, healthy and sporty activities, and highly impressive facilities which perfectly merged into the beautiful scenes along the bike way. So far the most powerful promotion still is the “public praise” that means the experienced tourists recommend more and more people to come to visit Ho-fong. However, we have to do something more about the “socialize operation” (the integration of tourism dealers). That will be the one of points when communicating with dealers, and also can be the direction to administer tourism policy in the near future.

目 錄
謝誌……………………………………………………………………..Ⅰ中文摘要…………………………………………………………………Ⅱ
Abstract…………………………………………………………………Ⅳ
目錄………………………………………………………………………Ⅴ
表目錄……………………………………………………………………Ⅶ
圖目錄……………………………………………………………………Ⅸ

第一章 緒論…………………………………………………………..………1
第一節 研究動機………………………………………………………1
第二節 研究目的………………………………………………………8
第三節 研究範圍………………………………………………………9
第四節 研究限制…………………………………………………….10
第五節 研究流程與論文結構……………………………………….11
第二章 政府對地方特色之行銷…………………….………………..13
第一節 政府觀光行銷的定義……………….…………………....13
第二節 政府觀光行銷對民眾的影響及困難…………….…………24
第三章 觀光景點之遊客關係……………………….……………..…29
第一節 觀光景點………….…………………………………...….32
第二節 遊客關係…………………………………………………….40
第三節 關係行銷的四大特性……………………………………….48
第四章 后豐鐵馬道的品牌擴散模式………………………………….57
第一節 Bass Model簡介…………………………………………….57
第二節 ABC架構分析簡介及應用……………………………………63
第三節 小結………………………………………………………….73
第五章 資料分析……………………………………………………...74
第一節 樣本結構分析……………………………………………….75
第二節 滿意度分析…………………………………………………101
第三節 信度與效度分析……………………………………………106
第四節 皮爾森相關分析……………………………………………114
第五節 變異數分析…………………………………………………122
第六節 小結…………………………………………………………124
第六章 結論…………………………………………………………..125
第七章 建議…………………………………………………………..128
參考文獻……………………………………………………………….130
一、中文部份………………………………………………………….130
二、英文部份………………………………………………………….132
附錄一 觀光行銷調查問卷之皮爾森相關分析彙整表………………137
附錄二 遊客關係問卷之皮爾森相關分析彙整表……………………138
附錄三 經濟效益評估調查問卷（業者）……………………………139
附錄四 經濟效益評估調查問卷（遊客）……………………………144
附錄五 遊客幸福感受調查問卷………………………………………148

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