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研究生:陳鵬宇
研究生(外文):Chen Pong Yu
論文名稱:宜蘭地區旅遊景點認知之研究-多元尺度法之應用
論文名稱(外文):Perceptions of Tourism Destinations in Yilan: An Application of Muti-Dimensional Scaling Technique
指導教授:蔡明達蔡明達引用關係
指導教授(外文):Tsai Ming Ta
學位類別:碩士
校院名稱:佛光人文社會學院
系所名稱:管理學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:94
語文別:中文
論文頁數:110
中文關鍵詞:旅遊行銷多元尺度法旅遊形象市場區隔
外文關鍵詞:tourism marketingmutidimensional scalingdestination imagemarket segmentation
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藉著週休二日風潮的帶動下,國人的生活態度與休閒觀念改變。在台灣生活的人們擁有愈來愈多的休閒時間,同時,在所掌握的經濟力量亦成長的情況下,人們開始對觀光與旅遊活動相當重視。宜蘭地區為一個高度重視、倚賴觀光旅遊活動的地區。對從事旅遊觀光產業的業者來說,瞭解觀光客如何制定他們的旅遊計畫決策、如何選擇遊憩地點,就顯得相當地重要。本研究針對消費者對宜蘭地區旅遊景點之認知進行探討,主要以多元尺度法 (multidimensional scaling, MDS) 來做為分析的方法。
MDS為一種建構知覺地圖之技術。藉由MDS可以協助我們找出各個旅遊景點之間的差異性。在本研究中,消費者的認知將作為各個不同旅遊景點觀光客構面的推論依據;而旅遊景點形象將被用來探討旅遊景點的屬性,本研究主要根據Echtner & Ritchie (1993) 的研究來發展屬性,並挑選較為適合宜蘭地區旅遊景點之屬性。包括舒適放鬆的氣氛、安全性、興奮、增廣見聞、多樣化的玩樂、活動 (節慶) 舉辦、闔家導向、風景、娛樂性、有益健康、費用低廉、釋放壓力、人文/風俗/文化上的體驗、服務品質、美食、可及性、設施品質、友善的當地人或業者,以及物超所值的遊憩等19項旅遊景點形象屬性。而所探討的宜蘭地區旅遊景點包括冬山河親水公園 (國際童玩節)、羅東夜市、蘇澳冷泉、國立傳統藝術中心、南方澳漁港、羅東運動公園、礁溪溫泉、武荖坑風景區 (綠色博覽會),以及蜜月灣等9個。本研究自170個有效樣本中蒐集資料。透過MDS的分析程序,嘗試將其結果作為宜蘭地區旅遊景點重新定位、市場區隔與修正行銷推廣策略之指標。
本研究透過多元尺度法之應用,發現三組主要的宜蘭地區旅遊景點群集。其中最為接近的是蘇澳冷泉與礁溪溫泉;再來是武荖坑風景區、冬山河親水公園,和羅東運動公園這一個群集;第三個群集則為南方澳漁港與羅東夜市。除了多元尺度法之應用外,本研究亦輔以因素分析與集群分析來做為市場區隔之參考,結果發現19個旅遊景點形象衡量屬性經由因素分析簡化後,可歸納出五個消費者關心的利益因素,進而以此因素分析結果作為以利益區隔進行市場區隔之基礎,透過集群分析之運用,可以歸納出「休閒旅遊型」與「闔家遊憩型」兩個市場區隔集群。
本研究結果可為宜蘭地區觀光旅遊業者,提供其在欲藉由本身的獨特性或發展性,找出一個或少數屬於自己本身特有的特徵時實務上的建議。可望提供這些從業人員一些實質上可以利用、創造出具差異性旅遊觀光景點的方法。
Yilan County is highly dependent on tourism as an employment and revenue generator. There are lots of popular tourist destinations in Yilan, such as Jiaosi hot spring, Suao cold spring, National Center for Traditional Arts, etc. This study investigated relative images and positions of selected destinations in Yilan County as perceived by tourists. We utilized multidimensional scaling (MDS), a perceptual mapping technique, to identify key differences for each destination attraction.
MDS is a good tool for discovering properties important to subjects. The subjects’ perceptions are used to infer dimensions that are relevant to tourists in differentiating tourist destinations. The attributes we used to measure the image of Yilan tourism destinations. These attributes drew from research of Echtner & Ritchie (1993), and other researchers. The attributes were selected for the degree that they fit tourism in Yilan destinations. The nineteen attributes are “Beautiful scenery”, “Infrastructure quality”, “Activities/festivals”, “Not expensive”, “Healthy”, “Varity fun”, “Entertained”, “Exciting”, “Accessibility”, “Safety”, “Culture/customs experienced”, “Delicious food/cuisine”, “Friendly people”, “Stress released”, “Comfortable and relaxing atmosphere”, “Knowledge increased”, “Family oriented”, “Service quality”, “Good value for money”. The destinations stimuli contain Dongshan River Water Park, Luodong Night Market, Suao Cold Spring, and National Center for Traditional Arts, Nanfangao, Luodong Sports Park, Jiaosi Hot Spring, WuLaoKeng Scenic Park, and Honeymoon Bay. Data were collected from a sample of 170 subjects. The MDS procedure allowed for objective interpretation of data, resulting in marketing implications for redirecting destination image and modifying promotional campaigns.
From the results of the MDS, we found Jiaosi Hot Spring and Suao Cold Spring are destinations that relatively closed in subjects’ perception, the next cluster is Luodong Night Market and Nanfangao, and the third cluster is WuLaoKeng Scenic Park, Dongshan River Water Park, and Luodong Sports Park. The perceptions of these three tourism destination clusters are relatively closed in subject’s mind. In addition to this result, we extract five prominent benefit factors and used cluster analysis to categorize subjects into two segments.
The findings provide a practical means for destination marketers faced with the challenge of identifying the one or few features from their diverse and multi-attributed attraction range. Furthermore, the attraction could be developed to differentiate their destination in a meaningful way to tourists. Directions for future academic research and managerial implications are discussed.
中文摘要………………………………………………………………………………...Ⅰ
英文摘要…………………………..………………………………………………..…...Ⅲ
圖目……………………………………………………………………………… …..…Ⅶ
表目……………………………………………………………………………… ……..Ⅷ

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象與範圍 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 消費者行為理論 6
第二節 市場區隔理論 19
第三節 旅遊目的地形象 39
第四節 多元尺度法 57
第三章 研究方法 59
第一節 研究觀念性架構 60
第二節 研究設計 60
第四章 資料分析 66
第一節 樣本描述 66
第二節 旅遊目的地屬性評價 68
第三節 形象知覺圖 70
第四節 利益市場區隔分析 80
第五節 宜蘭地區旅遊景點消費者集群之差異分析 84
第五章 結論與建議 92
第一節 結論 92
第二節 建議 94
第三節 後續研究建議 96
參考文獻 98
附錄:宜蘭地區旅遊景點認知之研究問卷 106
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