本研究之目的係利用定位理論，探討桃竹苗地區隔宿露營活動場地屬性認知差異，嘗試以遊客角度，以隔宿露營活動場地的服務品質、課程活動與休閒效益作為衡量屬性，並以李克特尺度量表探討遊客對於隔宿露營場地的評比屬性重視程度、遊客滿意程度，以建構遊客對於隔宿露營場地的定位，以作為遊憩市場定位策略之參考。 回收問卷經過多元尺度統計分析後，可得到加權評分表以及知覺定位圖，並可進一步進行知覺定位分析。知覺定位分析包括標竿分析、理想點分析、競爭態勢分析、關鍵因素分析、準則相關分析與策略分析等六個方法。每個分析之目的在瞭解遊客之想法，並配合知覺定位圖做為輔助分析工具，進而為各個隔宿露營場地研擬策略方向。 研究結果顯示隔宿露營場地之評比屬性以「安全」與「環境衛生」最被重視，合乎學校舉辦露營活動中對於場地之首要訴求，而隔宿露營場地之策略也以安全與環境衛生條件作為其訴求重點。再依問卷分析數據，以多元尺度分析描繪知覺圖，由知覺定位圖顯示，香格里拉樂園與小叮噹科學園區在各項評比上皆有較高評價，為同一競爭群，在隔宿露營場地評比中為領先群；埔心牧場、萊馥健康休閒園區與萬瑞森林遊樂區為同一競爭群，在隔宿露營場地中為潛力群，在各項屬性表現上雖不及領先群，若能在策略上有所調整，相信仍有急起直追之機會。 The aim of this study is to explore the differences of the attributes of campsites in Taoyuan, Hsinchu and Miaoli areas by conducting Positioning Theory. From the point of view of the tourists, this study examines the service quality, extracurricular activities and leisure benefits of campsites as a measure to evaluate the effectiveness of the campsites. Applying Likert Scale, the researcher discusses the tourists’ value of the campsites and satisfaction of the campsites to construct the orientation of the campsites as a reference for recreation marketing. The researcher uses Multidimensional Scaling Analysis to analyze all questionnaires and then gets the Weighted Scores and Perceptual Map. The Positioning Analysis will be performed on the basis of these. The Positioning Analysis includes six models: benchmarking analysis, ideal point analysis, competitive situation analysis, key factor analysis, criterion correlation analysis and strategy analysis. The purpose of each analysis is to understand every tourist’s thoughts and therefore provide strategic directions for each campsite, using the Perceptual Map as an auxiliary analysis tool. The result indicates that people put emphasis on “Safety” and “Sanitation”, which conforms to the prime requests of the schools that hold the camp activities and the strategies of the campsites as well. Based on the analyses of questionnaires, the depiction of Perceptual Map through Multidimensional Scaling Analysis, the Perceptual Map reveals that Shangri-La Paradise and Tinker Bell Science Park have higher ratings and being the leading groups. At the same time, Pusin Pasture, Lai-Fu Healthy Leisure Park and Wan-Rui Forest Play Area have the potential among these campsites. Although they are not as good as the leading groups, the researcher suggests that these campsites make some adjustments for strategies; there is a chance to catch up.
