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題 名 | 溫泉區遊客市場區隔與遊憩效益之分析=An Analysis on Market Segmentation and Recreational Benefits of Tourists Visiting Hot Spring Areas |
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作 者 | 陳永坤; 謝翠芳; | 書刊名 | 中州學報 |
卷 期 | 26 2007.12[民96.12] |
頁 次 | 頁51-63 |
分類號 | 496.38、496.38 |
關鍵詞 | 市場區隔; 遊憩效益; Market segmentation; Recreation benefits; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究首先藉由生活型態量表來區隔遊客類型,讓台灣溫泉業者透過對遊客生活型態的暸解,確認不同顧客群的需求、偏好與消費等行為,依此擬定行銷策略;其次,以旅遊成本法為評價工具,由消費者面切入分析,以估計遊客對溫泉區的遊憩效益。研究結果顯示,不同利益區隔集群在人口統計變數、消費者行為變數及生活型態變數上,均部分有顯著差異,本研究建議,可針對「健康品味族群」推出舒壓放鬆的課程,針對「家庭同樂族群」推出親子套裝行程,針對「旅遊玩家族群」塑造溫泉旅館的個性化在行銷媒體的運用上可選擇中部地區為主要涵蓋範圍;加強培養遊客之消費忠誠度;建立優良的產品及服務並善用網路資訊管道。其次,本研究利用旅遊成本法對谷關溫泉區評估遊憩效益值,得到CV值與EV值分別為1246.38元與1198.76元相對於受訪者在當次旅遊成本之平均花費945元,有更大的效益值,由此可得知谷關溫泉區在遊客遊憩認知方面其有再開發之經濟效益價值。此種方法未來可應用於其他相關遊憩區,作為不同遊憩區之比較。 |
英文摘要 | This study firstly uses the lifestyles of tourists as the segment variable to discuss the difference in travel consumption behaviors of tourists in hot spring areas under different market segments. Secondly, through Travel Cost Method (TCM), the study aims to estimate the recreational benefits of hot spring areas contributed by tourists. The results indicated that there are partial differences of five segmentations on all basic attributes, consumer behaviors and lifestyles. We propose that hot-spring hotels should offer different products or services that are suitable for lifestyles. Furthermore, it is also crucial to do the marketing through the media especially for the middle part of Taiwan. In additional, cultivating consumer's loyalty and providing good services and utilizing internet as a service tool are also crucial. Secondly, this study applied TCM to evaluate the value of recreational benefit of Ku-Kwang Hot Spring Park. The derived CV value and EV value are 38.95 USD and 37.46 USD respectively. Comparing with the average travel cost of our sample tourists (29.53 USD), the benefit value of the Park was much higher. The result shows that understanding the recreational cognition of tourists could add more economic value to Ku-Kwang Hot Spring Park. Such method, in the future, could be applied in other relevant recreational areas to make the comparison between various recreational areas. |
本系統中英文摘要資訊取自各篇刊載內容。