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研究生:范織欽
研究生(外文):Jue-chin Fan
論文名稱:茂林地區潛在遊客意象區隔及行銷策略研究
論文名稱(外文):Resherch on the segmentation of potential tourist is impression for resorts and the marketing strategies for Moalin national scenic area
指導教授:關復勇關復勇引用關係吳濟華吳濟華引用關係
學位類別:碩士
校院名稱:國立中山大學
系所名稱:公共事務管理研究所
學門:社會及行為科學學門
學類:公共行政學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:105
中文關鍵詞:旅遊阻礙旅遊動機風景區意象潛在遊客市場區隔
外文關鍵詞:impediment to travelingmotive for travelingimage of scenic spotspotential touristmarket segmentation
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潛在遊客(potential tourist)如何在眾多的旅遊目的地(tourism
estination)中選擇感興趣或符合其需要的旅遊地,是旅遊行銷者亟欲探
知與引導遊客的內在意向。從遊客需求方面來看,旅遊者在選擇目的地
時,除考慮距離、時間、交通方式、旅行成本等一般因素外,越來越重視
旅遊目的地觀感意象,通過對目的地觀感意象的認識程度,決定是否去該
地旅遊,以實地的旅遊經驗以及旅遊經歷的印象,決定是否舊地重遊。
本研究首先參考有關旅遊目的地觀感意象及市場區隔行銷等文獻,並
依據茂林風景區之資源與特性等,建構旅遊意象衡量工具及設計問卷,於
台灣地區進行實證調查,以非茂林地區居民所持有之觀感意象為基礎,以
區隔其潛在遊客市場。
總計發放900 份問卷,回收有效問卷666 份,回收率78%,運用因素
分析將其觀感意象萃取為「自然景觀」、「歷史人文」、「社會環境」、及「農
林休閒活動」等四個構面,再以風景區意象因素做為市場區隔變數,將其
潛在遊客市場區分為「旅遊經驗因素」、「旅遊動機因素」、「旅遊限制感知
因素」計三個旅遊市場區隔;並特別將旅遊動機因素運用因素分析萃取為
「旅遊體驗因素」、「心性陶冶因素」、「呼朋引伴因素」、「健康體驗因素」;
旅遊阻礙感知因素萃取為「經驗與安全因素」、「旅遊同伴因素」、「實質因
素」、「環境與設備因素」,共計八個集群,並以旅遊意象、人口統計變數
與旅遊相關經驗資料描述各區隔市場之特性及差異。
最後,本研究彙整結果,並就各區隔市場之特徵與差異性予以描述,
研擬出行銷策略之建議,期使提供相關領域及旅遊觀光業者,選擇適合的
利基市場與有效行銷策略之參考。
How potential tourists sort out intriguing resorts or wherever could fulfill their necessities among all the tourism destinations, it’s what tourism marketers eager to know and their intention to guide the tourists. In terms of touristic necessities, besides the general factors such as distance, timing, traffic ways and the cost, tourists would more and more value the image and slant on resorts while choosing tourism destination. They would decide where they want to go by acquiring more information about the credit and image of the resorts, and determine whether they would travel there again by the hands-on traveling experiences and impression.

This study has at fist referred to some relevant literatures about the tourists’ impressions and slants on the tourism destination and the segmental marketing, then based on the resources and attributes of Moalin national scenic area to build up measurement and questionnaire for traveling image, so as to carry positive investigation around Taiwan and base on non-residents’ impression for Moalin to segmentalize its potential tourism market.

There were totally 900 questionnaires issued and 666 were returned (the valid returning rate was 78%). Then by factor analysis, the images and slants of scenic resorts were divided into four constructs, including “natural landscapes”, “history and culture”, “social environment” and “agricultural and forestry leisured activity”. Furthermore, the imagery factors of resorts were used to be variables of market segmentation and the potential tourist market was divided into 3 factorial segments as factors of “traveling experiences”, “motives for traveling” and “cognition on impediments to traveling”. The factors of motives for traveling were especially extracted by factor analysis and ramified into 8 clusters such as factors of “enjoying touring experience”, “molding peaceful temperament”, “calling out friends”, “work-out for health”; as well as the four factors for cognition on impediments to traveling such as “experience and safety”, “travel-mate”, “substantial reasons” and “environment and equipment”. The author also used traveling images, demographic variables and some relevant data about traveling experiences to describe the characteristic and difference among those market segmentations.

In the end, the results were sorted out and described according to the characteristic and difference among those market segmentations, so as to work out suggestions for marketing strategies as reference for relevant industries and tourism agency to choose adequate niche market and efficient market strategy.
第1章 緒論.......................................................1
1.1研究背景與動機............................................1
1.2研究目的..................................................3
1.3研究範圍及限制............................................3
1.4研究流程..................................................4
第2章 文獻探討...................................................6
2.1市場區隔與市場定位........................................6
2.2風景區意象、意象形成與影響因素............................16
2.3風景區意象衡量方法........................................22
2.4旅遊行為..................................................24
2.5旅遊意圖..................................................27
2.6茂林鄉風景區自然與人文環境特徵............................28
第3章 研究設計與實施 ............................................31
3.1研究架構..................................................31
3.2研究變項釋義..............................................31
3.3研究假設之建立............................................34
3.4研究工具..................................................42
3.5資料分析方法..............................................48
3.6研究工具之信效度分析......................................50
3.7調查對象與樣本來源........................................55


第4章 資料分析與討論.............................................56
4.1樣本屬性描述..............................................56
4.2人口統計變項與旅遊經驗分佈情形............................59
4.3人口統計變項與旅遊相關經驗之差異性........................63
4.4旅遊意象因素分析..........................................69
4.5人口統計變項與旅遊觀感意象之差異性........................71
4.6人口統計變項與旅遊動機因素之差異性........................72
4.7人口統計變項與旅遊阻礙因素構面之差異性....................74
4.8旅遊經驗、觀感意象、遊憩阻礙因素構面與潛在遊客旅遊傾向....77
4.9旅遊觀感意象與旅遊動機、遊憩阻礙之相關性..................78
第5章 結論與建議.................................................79
5.1結論.......................................................79
5.2建議與行銷策略.............................................81
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