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題 名 | 遊客渡假生活型態與遊憩活動參與之關係=Relationships between Vacation Lifestyle and Recreation Activity Participation |
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作 者 | 黃章展; 李維貞; | 書刊名 | 旅遊管理研究 |
卷 期 | 6:2 民95.12 |
頁 次 | 頁203-215 |
分類號 | 992.014 |
關鍵詞 | 渡假生活型態; 遊憩活動; 滿意度; Vacation lifestyle; Recreation activities; Satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 實證研究顯示,生活型態比社經背景可以更為有效的區隔市場,因此,本研究應用渡假生活型態量表區隔遊憩區的市場,並且進一步探討不同渡假生活型態的族群對於該遊憩區所提供的特定活動之興趣和滿意度是否有差異。此外,本研究亦應用重要表現程度分析法更進一步探討該遊憩區遊憩活動的定位。本研究選定臺南縣梅嶺風景區為研究基地,透過現地問卷調查進行資料收集,總共得到282份有效問卷。到梅嶺風景區的遊客,根據渡假生活型態區隔為5個族群,研究結果顯示,不同渡假生活型態群組其遊憩活動參與興趣只有在梅子DIY和購買梅子相關產品這兩項活動上有顯著差異。此外,不同渡假生活型態群組對於多項遊憩活動的滿意度也有顯著差異。根據上述發現,本研究將針對當地觀光遊憩業者及未來研究提出建議。 |
英文摘要 | Empirical studies have shown that lifestyle is more effective than social demographic variables in segmenting markets. Accordingly, this study utilized a vacation lifestyle scale to segment the market of a recreation area and explore whether there were differences among different vacation lifestyle groups regarding their interests and satisfaction of some certain recreation activities provided in the area. An importance-performance analysis was also used to further investigate the positioning of these recreation activities in the area. May-Lin Recreation area in Taiwan, Taiwan was selected as a study site. Data were collected from an on-site questionnaire survey and 282 valid questionnaires were obtained. Visitors to the recreation area were clustered into five groups based on their vacation lifestyles. The results of the study revealed that there were significant differences among the lifestyle groups regarding the interests in two activities--"plum DIY" and "purchasing plum-related products." Moreover, markets of different vacation lifestyles differed in their satisfaction level of several recreation activities. Based on these findings, some suggestions were provided for the recreation industries and future research. |
本系統中英文摘要資訊取自各篇刊載內容。