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題名 | 東北部藍色公路套裝組合與行銷策略之研究=The Study of the Tour Package and Market Strategy for Taiwan's Northeastern Blue Highway |
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作者姓名(中文) | 周宏彥; 傅強; | 書刊名 | 長榮大學學報 |
卷期 | 10:2 民95.12 |
頁次 | 頁25-38 |
分類號 | 992.2 |
關鍵詞 | 藍色公路; 敘述偏好法; 效用函數; 套裝旅遊; Blue highway; Stated preference; Utility model; Tour package; |
語文 | 中文(Chinese) |
中文摘要 | 近年在政府積極推動下,國內旅遊方式已朝多樣化的發展。藍色公路為一新興之海洋觀光休閒產業,日益受到國人旅遊的重視。東北部藍色公路有基蘇、蘇花、基花三條旅遊行程,各有其海上景觀特色與其可能搭配之陸上景點。本研究由需求面切入,探討該藍色公路套裝旅遊方案相關之影響屬性,以敘述偏好法蒐集民眾對於東北部藍色公路套裝旅遊的偏好資料,建立消費者偏好模式。依模式結果顯示,由消費者的海陸旅遊景點的偏好感受,規劃出藍色公路套裝旅遊行程。依據消費者社經特性與旅遊經驗之偏好認知,研訂相關行銷策略,提供政府部門與營運業者參考。 |
英文摘要 | Due to the efforts of the tourism administration, the domestic travels have developed several different types. The blue highway is the newly popular leisure travel tour. The blue highway of the Taiwan northeastern includes three package tours of Jisu, Suhau and Jihau. From the demand opinions, the study explores the attributes of the blue highway for the consumer’s preference with stated preference methods. We try to construct the utility function with discrete choice model to explain the consumer’s preference behavior about the blue highway tour. As the empirical results, we design the package tours of the northeastern blue highway considering the travel routes and see lights. From the consumer’s social and economic characters, we find out some market strategy and suggest some options to the tourism administration and the blue highway agency. |
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