臺灣博碩士論文加值系統

本研究利用最適刺激水準來區隔冒險旅客，區隔後利用社會人口統計變項以及冒險旅遊相關變數對各區隔集群進行解釋。本研究抽樣方式為便利抽樣，有效問卷有297份，問卷調查地點包括了戶外以及室內的攀岩場地。資料分析方面採用因素分析及集群分析來將冒險旅客分類，爾後再利用單因子變異數分析以及卡方分析來判斷各區隔集群間最適刺激水準、社會人口統計變項及冒險旅遊相關因素是否有差異。
本研究首先利用因素分析將最適刺激水準分為九個構面，分別是改變的激勵、特殊刺激的激勵、驚喜的激勵、安全的激勵、不偏好活動的激勵、環境的激勵、感官享受的激勵、探索的激勵以及熟悉的激勵。爾後利用此九個構面將冒險旅客區隔為四個集群，分別為「安全探索導向群」、「感官被動導向群」、「改變環境導向群」以及「驚喜熟悉導向群」。經由分析發現各群集之年齡、婚姻狀況、一同進行攀岩的人以及攀岩經驗有顯著的差異。本研究結果可以提供給冒險旅遊的規劃者以及行銷者更加了解市場現況，以便擬定適切之行銷策略。

This study aimed to segment the adventure travelers by the optimum stimulation level (OSL). Further differences among each market segment were examined based on the adventure travelers’ socio-demographic profiles and their travel-related characteristics. Convenience sampling was used in this study. 297 questionnaires was collected to be distributed in the main survey. The survey was executed in both indoor and outdoor rock climbing fields, two were outdoor fields and three were indoor fields. During the main data analysis, factor analysis and cluster analysis were proposed techniques to segment adventure travelers into different clusters. Discriminate analysis were further used to ensure the effectiveness of each cluster. Descriptive statistics, t test, one-way ANOVA and chi-square tests were the basic statistical methods for testing the distinctions of each cluster.
Factor analysis identified nine factors from OSL. The nine factors were designated as “arousal from change”, “arousal from unusual stimuli”, “arousal from surprise”, “arousal from safety”, “arousal from inactiveness”, “arousal from environment”, “arousal from sensuality”, “arousal from exploration”, and “arousal from familiarity”. Then cluster analysis identified four distinct adventure traveler subgroups by the nine arousal factors, designated as “safety and exploration seekers”, “sensuality and inactiveness seekers”, “change and environment seekers”, and “surprise and familiarity seekers”, respectively. The adventure travelers’ age groups were significantly different among the four segments. The findings would help the adventure travel providers and marketers to understand adventure travelers better, so as to formulate strategies to target the segments effectively.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 3
　　第三節　　研究目的．．．．．．．．．．．．．．． 6
　　第四節　　研究範圍與對象．．．．．．．．．．．． 6
　　第五節　　研究流程．．．．．．．．．．．．．．． 7
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 9
　　第一節　　冒險遊憩與相關研究．．．．．．．．．． 9
　　第二節　　最適刺激水準與相關研究．．．．．．．． 15
　　第三節　　市場區隔與相關研究．．．．．．．．．． 30
第三章　　研究設計．．．．．．．．．．．．．．．．． 36
　　第一節　　研究架構．．．．．．．．．．．．．．． 36
　　第二節　　研究假設．．．．．．．．．．．．．．． 37
　　第三節　　研究變數之操作性定義．．．．．．．．． 37
　　第四節　　問卷設計．．．．．．．．．．．．．．． 38
第五節　　問卷預試．．．．．．．．．．．．．．． 42
　　第六節　　抽樣設計．．．．．．．．．．．．．．． 53
　　第七節　　資料分析方法．．．．．．．．．．．．． 54

第四章　　資料分析與實證結果．．．．．．．．．．．． 57
　　第一節　　敘述性統計分析．．．．．．．．．．．． 57
　　第二節　　最適刺激水準區隔分析．．．．．．．．． 64
第三節　　各區隔市場分析．．．．．．．．．．．． 76
第四節　　討論．．．．．．．．．．．．．．．．． 87
第五章　　結論與建議．．．．．．．．．．．．．．．． 89
　　第一節　　研究結論．．．．．．．．．．．．．．． 89
　　第二節　　研究意涵．．．．．．．．．．．．．．． 92
　　第三節　　研究限制與後續研究建議．．．．．．．． 94
參考文獻．．．．．．．．．．．．．．．．．．．．．． 96
附錄A 訪談摘要．．．．．．．．．．．．．．．．． 106
附錄B 預試問卷．．．．．．．．．．．．．．．．． 108
附錄C 正式問卷．．．．．．．．．．．．．．．．． 111

一、中文部份

方世榮(1996)，行銷學，台北：三民出版社。
交通部觀光局(1997)，台灣潛在生態觀光及冒險旅遊產品研究與調查。中華民國戶外遊憩學會：台北。
交通部觀光局(2000)，台閩地區主要觀光遊憩區遊客人數月別統計。交通部觀光局：台北。
交通部觀光局(2003)，台閩地區主要觀光遊憩區遊客人數月別統計。交通部觀光局：台北。
交通部觀光局(2004a)，台閩地區主要觀光遊憩區遊客人數月別統計。交通部觀光局：台北。
交通部觀光局(2004b)，中華民國93年來台旅客消費及動向調查。交通部觀光局：台北。
林傑斌、劉明德(2002)，SPSS 11.0與統計模式建構，台北：文魁資訊股份有限公司。
朱笠瑄(2003)，東北角海岸攀岩冒險遊憩之研究，朝陽科技大學休閒管理系未出版之碩士論文。
李玉麟(1997)，攀岩，國立體育學院運動教育研究所碩士論文。
李鴻業(1996)，產品選擇情境對消費者多樣化行為之影響，東吳大學企業管理學系未出版之碩士論文。
吳明隆(2002)，SPSS統計應用實務，台北：文魁資訊股份有限公司。
許辰維，葉源鎰(2003)，以計劃行為理論探討冒險性遊憩活動餐與者之行為意向，第六屆休閒、遊憩、觀光學術研討會論文集：台中。
馬惠玲(2003)，台灣地區國內旅遊市場區隔變數之研究，逢甲大學建築及都市計畫研究所未出版之碩士論文。
張集毓(1995)，遊憩區市場定位之研究，中興大學園藝學系研究所未出版之碩士論文。
張詩宇(2002)，訂價方式、贈予機會、心理帳面價值及最適刺激水準對產品替換購買意願之影響，國立台灣大學商學研究所未出版之碩士論文。
黃松釧(2004)，汽車旅館市場之感官追求區格研究，文化大學觀光休閒事業研究所未出版之碩士論文。
黃俊英(2001)，行銷學的世界，台北，天下遠見。
曹勝雄(2001)，觀光行銷學，台北：揚智。
蔡明欽(2004)，臺灣北海岸休閒漁港市場區隔與遊憩效益之分析，國立海洋大學應用經濟研究所未出版之碩士論文。
薛主堅(2001)，渡假生活型態於澎湖旅遊市場區隔之研究，國立台北科技大學生產系統工程與管理研究所未出版之碩士論文。
謝益銘，巫佳蓉(2004)，感官追求與目的地選擇之關係研究，觀光休閒暨餐旅產業永續經營學術研討會，國立高雄餐旅學院。
鍾政偉，蕭智軒，翁琬茹，張念慈，蕭涵云，蔡岱容，張瓊尹(2004)，冒險遊憩活動之研究-以飛行傘為例，觀光休閒暨餐旅產業永續經營學術研討會，國立高雄餐旅學院。

二、英文部分

Baumgartner, H., & Steenkamp, E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(1), 121-137.
Brabander, D., Boone, C., Gerits, P., & Witteloostuijn, V. (1995). Relationship between arousal and activity, and sensation seeking. Personality and Individual Difference, 18(3), 373-384.
Bojanic, D. C., & Warnick, R. B. (1995). Segmenting market for winter vacation. Journal of Travel and Tourism Marketing, 4(4), 85-95.
Burnett, J. J., & Baker, H. B. (2001). Assessing the travel-related behaviors of the mobility-disabled consumer. Journal of Travel Research, 40(1), 4-11.
Carmichael, B. A. (1996). Conjoint analysis of downfill skiers used to improve date collection for market segmentation. Journal of Travel and Tourism Marketing, 5(3), 187-260.
Churchill, G. A. (1999). Marketing research: Methodological foundations (2nd ed.). Texas: Fort Worth.
Creyer, E. H., Ross, W. T., & Evers, D. (2003). Risky recreation: An exploration of factors influencing the likelihood of participant and the effects of experience. Leisure Studies, 22(1), 239-253.
Cooper, D. R., & Emory, C. W. (1996). Business research methods. Boston: Irwin.
Davis, J. C. (1986). Statistics and data analysis in geology (2nd ed.). New York: John Wiley and Sons.
DeVellis, R. F. (1991). Scale development theory and applications. London: Sage.
Ewert, A. (1989). Recreation in the outdoor setting: A focus on adventure-based recreational experiences. Leisure Information Quarterly, 14(1), 5-7.
Ewert, A., & Hollenhorst, S. (1994). Individual and setting attributes of the adventure recreation experience. Leisure Sciences, 16(1), 177-191.
Ewert, A. (1985). Why people climb: The relationship of participant motives and experience level to mountaineering. Journal of Leisure Research, 17(3), 241-250.
Ewert, A., & Hollenhorst, S. (1989). Testing the adventure model: Empirical support for a model of risk recreation participation. Journal of Leisure Research, 21(2), 124-139.
Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 16-24.
Ford, P., & Blanchard, J. (1993). Leadership and administration of outdoor pursuits (2nd ed.). New York: Venture USA.
Galloway, G., & Lopez, K. (1999). Sensation seeking and attitudes to aspects of national parks: A preliminary empirical investigation. Tourism Management, 20(1), 665-671.
Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Research, 24(2), 283-304.
Gyimothy, S., & Mykltun, R. J. (2004). Play in adventure tourism: The case of arctic trekking. Annals of Tourism Research, 31(4), 855-878.
Hall, C. M., & Weiler, B. (1992). Special interest tourism. London: Belhaven.
Hebb, D. O. (1955). Drives and the conceptual nervous system. Psychological Review, 68(2), 95-108.
Howard, J. A., & Jagdish, N. S. (1969). The theory of buyer behavior. New York: Wiley.
Iso-Ahola, H. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 12(1), 252-262.
Jack, S. J., & Ronan, K. R. (1998). Sensation seeking among high- and low-risk sports participants. Personality and Individual Differences, 25(1), 2063-1068.
Keng, K. A., & Cheng, J. L. (1999). Determining tourist role typologies: An exploratory study of Singapore vacationers. Journal of Travel Research, 37(40), 382-390.
Kim, W. G., Cai, L. A., & Jung, K. (2004). A profile of the Chinese casino vacationer to south Korea. Journal of Hospitality and Leisure Marketing, 11(2), 65-79.
Kinnear, P. R., & Gray, C. D. (2000). SPSS for windows made simple: Release 10. UK: Psychology Press.
Kotler, P. (1999). Kotler on marketing: How to create, win and dominate markets. London: Simon and Schuster.
Lissek, S., & Power, A. S. (2003). Sensation seeking and startle modulation by physically threatening images. Biological Psychology, 10(3), 179-197.
Little, D. E. (2002). Women and adventure recreation: Reconstructing leisure constraints and adventure experiences to negotiate continuing participation. Journal of Leisure Research, 34(2), 157-177.
Madrigal, R. (1995). Personal values, traveler personality type, and leisure travel style. Journal of Leisure Research, 27(2), 125-142.
Martin, P., & Priest, S. (1986). Understanding the adventure experience. Adventure Education, 3(1), 18–21.
ＭcIntyre, N. (1992). Involvement in risk recreation: A comparison of objective and subjective measure of engagement. Journal of Leisure Research, 24(1), 64-71.
McReynolds, P. (1971). The nature and assessment of intrinsic motivation. Advances in Psychological Assessment, 2(1), 157-177.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
Millington, K., Locke, T., & Locke, A. (2001). Occasional studies: adventure travel. Travel and Tourism Analyst, 4(1), 65-97.
Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research, 7(1), 272-282.
Robinson, D. W. (1992). A descriptive model of enduring risk recreation involvement. Journal of Leisure Research, 24(1), 52-63.
Rothman, J. L. (1989). Using multivariate statistics (2nd ed.). New York: Harper and Row Inc..
Schewe, D. C., & Hiam, A. (1998). The portable MBA in marketing (2nd ed.). New York: Wiley.
Schrader, M. P., & Wann, D. L. (1999). High-risk recreation: The relation between participant characteristics and degree of involvement. Journal of Sports Behavior, 22(2), 426-441.
Sirakaya, E., Uysal, M., & Yoshioka, C. F. (2003). Segmenting the Japanese tour market to Turkey. Journal of Travel Research, 41(1), 293-304.
Sung, H., Morrison, M., & O’Leary, T. (1997). Definition of adventure travel: Conceptual framework for empirical application from the providers’ perspective. Asia Pacific Journal of Tourism Research, 1(2), 47–67.
Sung, H. (2004). Classification of adventure travelers: Behavior, decision marking, and target markets. Journal of Travel Research, 42(1), 343-356.
Steenkamp, E. M., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of Consumer Research, 19(1), 434-448.
Steenkamp, E. M., & Baumgartner, H. (1994). Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(1), 97-104.
Steenkamp, E. M., & Burgess, M. S. (2002). Optimum stimulation level and exploratory consumer behavior in an emerging consumer market. International Journal of Research in Marketing, 19(1), 131-150.
Swarbrooke, J., Beard, C., Leckie, S., & Pomfret, G. (2003). Adventure tourism: The new frontier. London: Butterworth -Heinemann.
Swarbrooke, J., & Horner, S. (1999). Consumer behavior in tourism. London: Butterworth-Heinemann.
Tallantire, J. (1993). Adventure tourism in remote places (2nd ed.). London and New York: Belhaven.
Travel Industry Association of America. (1998). The adventure travel report. Washington DC: Travel Industry Association of America.
Walle, A. H. (1997). Pursuing risk or insight: Marketing adventures, Annals of Tourism Research, 24(2), 265-282.
Weaver, D. B., & Lawton, L. J. (2002). Overnight ecotourism market segmentation in the fold coast hinterland of Australia. Journal of Travel Research, 40(1), 270-280.
Weber, K. (2001). Outdoor adventure tourism: A review of research approaches. Annals of Tourism Research, 28(2), 360-377.
Wendell, R. S. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3.
William, J. S., Michael, J. E., & Bruce, J. W. (1991). Foundamentals of marketing. New York: McGraw-hill.
Zaleskiwicz, T. (2001). Beyond risk seeking and risk aversion: Personality and the dual nature of economic risk taking. European Journal of Personality, 15(1), 105-122.
Zuckerman, M. (1979). Sensation seeking: Beyond the optimal level of arousal. New Jersey: Lawrence Erlbaum Associates.
Zuckerman, M. (1994). Behavioral expressions and biosocial bases if sensation seeking. New York: Cambridge university.
Zieffer, K. A. (1989). Ecotourism: The uneasy alliance, working paper series. Washington DC: Conservation international.