海岸型風景區遊客旅遊意象之區隔研究--以東北角海岸國家風景區為例

摘要

[[abstract]]本研究旨在經由旅遊意象之調查以確立海岸型風景區之主題意象，進而區隔其遊客市場，以及分析各區隔市場之遊客特性。首先運用標準意象測量工具(Standardized Image Measurement Tool)設計海岸型風景區旅遊意象之調查問卷，其次以東北角海岸國家風景區為實證地區，運用因素分析歸納該區之意象包括：「自然風情」、「知性感性」、「鄉土人文」、「遊憩活動」等四種，再以旅遊意象作為市場區隔變數，將該區之遊客市場區分為「寓教於樂型」、「活動參與型」、「崇尚自然型」、「體驗生活型」、「寄情山水型」等五種類型，並以旅遊意象、遊客人口統計變數與旅遊特性描述各區隔市場之特性與差異，研究結果將可提供主管單位擬定行銷計畫之參考。The purpose of this studywas to segment the targetmarkets using the tourismimages for the Northeast Coastal National Scenic Area. A questionnaire measuring tourism images for the coast scenic areas was developed based on Standardized Image Measurement Tool. The result of a factor analysis revealed that four dimensions could be extracted fromthe original image measurement: natural amenities, sentimental amenities, cultural-local amenities, and recreational activities. Using the four image dimensions as cluster variables, visitors to the Northeast Coastal National Scenic Areawere then categorized into five market segments: knowledge exploration, recreation participation, natural wonder, cultural interest, and landscape sightseeing. The characteristics of the fourmarket segments were described and the differences among them were compared based on the four image dimensions and demographics. Based on the results of the study, suggestions regardingmarketing planning were proposed for the administration.