| 摘要: | 本研究以烏山頭水庫風景區為研究範圍，針對園區內之遊客，採用隨機發放問卷法；為提昇樣本代表性，乃分別選擇例假日、週末及平時等時段進行，以450位男女遊客為對象，總計發放450份問卷，回收問卷數400份，其中有效問卷計391份，無效問卷計9份，有效問卷回收率97.75﹪。結果發現：遊客以「女性」居多，且遊客以青年與中年人為主；大比例的遊客群是居住地在鄰近的「南部」縣市；「學生」族群為烏山頭的主要客源。遊客的資訊來源，主要是以「親友介紹」為主。遊客遊伴大多是「家人．親戚」，且開自用車前往旅遊之遊客佔大多數，顯示 多數遊客仍依賴自有交通工具到達目的地。而遊客在風景區停留時間以2-4小時最多；遊客的目的則是以親子休閒旅遊為主。因此了解本風景區之市場應以居住在南部地區民眾的親子休閒旅遊為主要對象；並以產品、通路、推廣、價格、服務人員、聯盟、服務過程及實體呈現等八個構面提出發展定位，繼而擬定發展策略。
This study is about the WUSANTO RESERVOIR. The surveys were randomized to the visitors to the park, and used the questionnaires to collect the data. In order to cover as much as representation as possible, those surveys were given out on holidays, weekends, and weekdays. Four hundred and fifty male and female visitors are the focus group. Totally four hundred and fifty surveys were given out, and four hundred of them were successfully retrieved. Among those surveys, three hundred and ninety-one are effective, and nine are not. Overall, the retrieve rate is 97.75%. The result: the majority of the visitors were female and more visitors were young and mid-aged groups; a large portion of visitors were living in neighboring cities where in the south of Taiwan; a significant group of visitors were students. When they were asked how they got the information about WUSANTO RESERVOIR, a majority of them answered “under the recommendation of family members.” The companion of most visitors was family members, and the majority of the visitors drove their own vehicles to the Reservoir, indicated that a heavy reliance on their own vehicles in arranging transportation. Furthermore, most visitors spent two to four hours for visit and the purpose of them was for their family trip. The surveys indicated that the major markets of the reservoir are the tourists who come from south and the purpose are for family trip. To emphasizes of these political group, then market orientation from eight dimensions, include production, route spread, price, staff, alliance, service, and sights, so that develop the policy. |
