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題 名 | 森林生態旅遊市場區隔之研究--以阿里山、滿月圓及墾丁森林遊樂區為例=The Market Segmentation of Forest Ecotourism--A Case Study of Ali-shan, Man-yueh-yuan and Ken-ting Forest Recreation Areas |
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作 者 | 黃有傑; 葉美智; 羅紹麟; | 書刊名 | 林業研究季刊 |
卷 期 | 29:1 2007.03[民96.03] |
頁 次 | 頁51-66 |
分類號 | 992.38 |
關鍵詞 | 市場區隔; 需求層次理論; 自我決定理論; Market segmentation; Theory of need hierarchy; Self-determination theory; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以「需求層次理論」和「自我決定理論」作為遊憩需求及動機的主要理論架構,進行森林生態旅遊區的市場區隔及定位。研究以阿里山、滿月圓及墾丁三處國家森林遊樂區作為實證地點,以事後區隔模式集行人口統計、地理、心理及行為變數等分析。結果顯示遊客進行森林生態遊遊的動機主要可分為4項,分別為「心身健康」、「地區互動」、「嗜好興趣」和「自我意志」;而依動機因素對遊客行進集群分析後,可得到2個市場區隔族群,分別定名為「單純為生態旅遊活動而來」及「為了自身健康及抒解調適」。此外若共基本性格變數來進行分類,則主要包含「環境關懷」、「社會關懷」和「資源關懷」等3個因素,並將市場區分為「對社會及環境充滿關懷」及「對社會及環境較冷淡」2類。 |
英文摘要 | The main purpose of this paper is to study the market segmentation and position of forest ecotourism areas by “theory of need hierarchy” and “self-determination theory” to study recreation needs and motives. 3 study areas were chosen there are Ali-shan, Man-yueh-yuan and Ken-ting forest recreation areas. Post-hoc segmentation model with demographic, geographic, psychologic and behavioral variables were applied for segmentation analysis. The results were shown that recreation motive factors of visitors go to forest ecotourism areas were “health of body and mind” , “localized interaction”, “hobby and interest” and “self-awareness”. According to their recreation motives the tourists were segmented into two groups with “just for ecotourism” and “self-health and self-relaxation”. The character factors of tourists were including “care of environment”, “care of society”, and “care of natural resources”. The tourists were be segmented into two groups according to their character: the full care of society and environment” and “the coldness of society and environment”. |
本系統中英文摘要資訊取自各篇刊載內容。