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題 名 | 休閒農業旅遊市場區隔化之研究--以宜蘭休閒農場為例=A Study on the Market Segmentation of Leisure Agriculture--A Case Study of Leisure Farms in I-Lan |
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作 者 | 鄭健雄; | 書刊名 | 農業經營管理 |
卷 期 | 8 2002.12[民91.12] |
頁 次 | 頁144-160 |
分類號 | 431.2 |
關鍵詞 | 休閒農業; 休閒農場; 市場區隔; 生活型態; 消費者行為; Leisure agriculture; Leisure farms; Market segmentation; Lifestyles; Consumer behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以宜蘭縣休閒農場為例,並以渡假生活型態做為區隔變項,藉以瞭解不同族群間遊客之人口統計特性與渡假消費行為有何差異。本研究於2001年2月期間前往宜蘭地區針對頭城農場、北關農場、香格里拉農場等三家主要休閒農場遊客進行實地面對面訪問,共獲得236份有效問卷。根據因素分析結果,萃取出六個因素構面及20個題項,經由集群分析,可將宜蘭休閒農場遊客區隔為「抒解壓力上班族」、「戶外旅遊親子族」、以及「社交聯誼團客族」等三個族群。不同族群間其人口統計和消費行為有明顯差異。研究亦發現不同農場間之客層組成極為相似,顯示休閒農場的客層組成大同小異,所有遊客族群中以社交旅遊團客佔最大宗,約佔五成,其次為族抒解壓力上班族和戶外旅遊親子族,兩者比例相當,各佔四分之一。根據此一初探性研究基礎,將來可針對臺灣地區廣大的休閒農場進行大規模遊客調查,期能對此一特定旅遊族群的消費行為有更深一層認識。 |
英文摘要 | The purpose of this study was to segment the travel market of leisure agriculture and to explore the differentiations of observed behavioral and demographic variables based on a case of leisure farms in I-Lan. The use of vacation lifestyle as segmentation criteria is shown in this study. 236 valid samples from the travelers of three main leisure farms of I-Lan during winter holidays in 2001 were use into analysis. According to this study, a 20-statement, 6-factor dimension of vacation lifestyle structure and three traveler segments were built. The uses of vacation lifestyle as segmentation criteria are shown that the three segments could explain the variation among observed behavioral and demographic or socioeconomic variables. A follow-up study is suggested in order to predict effectively travelers’ behavior of leisure farms in Taiwan. |
本系統中英文摘要資訊取自各篇刊載內容。