七股生態旅遊市場區隔之研究－以涉入為區隔變數

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/22839

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Title:	七股生態旅遊市場區隔之研究－以涉入為區隔變數
Other Titles:	MARKET SEGMENTATION OF CHI-GU ECOTOURISM--USING INVOLVEMENT AS SEGMENTING VARIABLE
Authors:	林惠鈴 Lin, Hui-lin
Contributors:	旅遊事業管理研究所陳璋玲 Chung-ling Chen
Keywords:	市場區隔;遊客涉入;旅遊品質;行為意向 involvement;trip quality;market segmentation;behavior intention
Date:	2007
Issue Date:	2015-08-06 16:37:23 (UTC+8)
Abstract:	本研究主要目的在進行遊客之市場區隔，以涉入為區隔變數，進而分析各區隔的特性。透過問卷調查有效樣本數288份。將遊客涉入14題問項，經因素分析萃取：「重要與愉悦性」、「象徵性」、「中心性」等三項構面；旅遊品質23題問項，經因素萃取出四個因素構面：「服務與基礎設施」、「當地特性」、「導覽設施」、「環境因素」。透過迴歸分析發現，遊客涉入因素在「重要與愉悦性」、「象徵性」的涉入程度愈高，對其整體旅遊品質的認知程度亦愈高。　　　　以遊客涉入區隔變數，將遊客劃分為高、低涉入群二個群體（1）高涉入群體遊客特性為女性已婚者，年齡層分佈於31-40歲之公教人員，遊玩次數達四次以上，重遊次數很高。遊客視參與七股生態旅遊具有重要與愉悅性、中心性、象徵性的涉入特質，對旅遊品質其各項目皆有較高的認同程度，而未來重遊意願也較高。（2）低涉入群體遊客特性為男性未婚者，年齡層分佈於20-30歲之學生，皆為第一次到七股遊玩。涉入特質比高涉入群低，對旅遊品質其各項目之認同程度和重遊意願皆較低。　　The purpose of this research was to segment the tourists in Ghi-Gu by using the segmenting variable－involvement and further characteristic the segments. The total number of valid samples obtained for assessment was 288. By implementing factor analyses, three involvement factors were extracted and named as ‘important and pleasure’, ‘sign’, ‘centrality’; and four trip quality factors were delineated and name as ‘Service and infrastructure’, ‘local characteristic’, ‘guide facilities’, ‘environmental factor’. Through the regression analysis showed that involvement factor in the important and pleasure, sign and four trip quality factors were positive related.　　　　Take getting involved as a segment variable, be divided into a visitor two high and low involved group.（1）high involved group: The visitor's characteristic was a female married, the age range distributes in the government employees and teachers of 31-40 years old, playing the number of four times above, indicating revisiting number was very high. The visitor thinks participating ChiGu Ecotourism has important and pleasure, sign, centrality to get involved characteristic, then trip quality factors had higher approbation degree, and revisiting willingness higher in the future.（2）low involved group: The visitor's characteristic was a male single, the age range distributes in the student of 20-30 years old, and the first to travel. The involved characteristic was lower than high involved group, and then trip quality factors and revisiting willingness had lower approbation degree.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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