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研究生: 黎宗璇
Tsung-Hsuan, Lay
論文名稱: 觀光工廠之體驗區隔研究
Experience Segmentation of Tourism Factories
指導教授: 劉元安
Liu, Yuan-An
學位類別: 碩士
Master
系所名稱: 餐旅管理與教育研究所
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 228
中文關鍵詞: 市場區隔觀光工廠體驗追求
英文關鍵詞: Market segmentation, Tourism factories, Experience seeking
論文種類: 學術論文
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  • 面對正值轉型時期且有獨特產業特色之製造業轉型宜蘭縣觀光工廠,必須建立一套適當的市場區隔策略,將市場作有效的細分和有效的區隔市場,有助行銷策略的進行並獲得最佳利益,對市場未來趨勢做預測,提升市場佔有率。所以本研究目的是以宜蘭縣觀光工廠為研究對象,使用體驗概念進行市場區隔分析,進而提出適當的行銷策略。
    本研究採用便利抽樣方式進行問卷發放並當場回收,共發放2,058份問卷,有效問卷為1,878,利用體驗追求做為區隔變數,以改二階段集群分析法(Two-Stage Clustering)對宜蘭縣觀光工廠進行市場區隔分析,結果依照地理區域分為三個部分,包含整體宜蘭縣觀光工廠、羅東地區觀光工廠、蘇澳地區觀光工廠,其中整體宜蘭縣觀光工廠集群分別為高度寓教於樂追求者、工廠樂趣追求者、中度寓教於樂追求者;羅東地區觀光工廠集群分別為高度工廠樂趣追求者、低度工廠樂趣追求者、中度工廠樂趣追求者;蘇澳地區觀光工廠集群分別為高度有趣活動學習者、工廠活動追求者、中度有趣活動學習者。
    研究結果發現各區隔在體驗追求變數下具有顯著差異。本研究結果建議,整體宜蘭縣觀光工廠主要提供有趣寓教於樂產品的觀光工廠,而集群中以中度、高度寓教於樂追求者佔整體市場比例86.7%為主;羅東地區觀光工廠能夠提供工廠內的樂趣感受為主,集群中以中度工廠樂趣追求者佔市場比例47.8%為主;蘇澳地區觀光工廠提供有趣的廠內活動,集群中以中度、高度有趣活動學習者佔市場比例92.3%為主。
    最後根據研究結果提供行銷建議給宜蘭縣觀光工廠發展協會及各家觀光工廠相關業者,作為其在選擇目標市場及進行行銷策略時的參考依據。

    Many industrial factories in Yilan County are being transformed into tourism service providers with history as their main theme or attraction. It is imperative for them have to identify the accurate segments that are most interested in specific goods and services and to focus marketing efforts on them in the most effective way. The main purpose of the study was to propose a practical evaluation tool for tourism factories in Yilan County to concentrate their travel market segments in terms of the experience seeking on each identified segment.
    The study data were collected by questionnaire survey, using convenience sampling. A total of 1,878 were valid questionnaires. The experience seeking variables were proved to be statistically significant among the each cluster. The study applied two-stage clustering method to define three experience-seeking segments of the travel market. The major findings showed that two of the three clusters analyzed were “learning through playing seekers”, while the other was “factory-fun seekers”. The article concludes with marketing implications of the study results and suggestions for future research.

    表目錄 VIII 圖目錄 XII 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究問題與研究目的 6 第四節 研究範圍與對象 11 第五節 研究流程 12 第二章 文獻回顧 13 第一節 市場區隔理論 13 第二節 市場區隔相關實證研究 27 第三節 目標市場之行銷策略 36 第四節 產業觀光與觀光工廠 43 第五節 產業觀光與觀光工廠之相關研究 54 第六節 以旅遊體驗概念做市場區隔 68 第三章 研究設計 75 第一節 研究架構 75 第二節 研究變數之操作定義 75 第三節 問卷設計 78 第四節 正式問卷抽樣設計 92 第五節 資料分析方法 95 第四章 資料分析與討論 97 第一節 受訪者樣本特性分析 97 第二節 信度分析與敘述性統計 102 第三節 體驗追求之探索性因素分析 106 第四節 體驗追求之驗證性因素分析 115 第五節 以體驗追求進行集群分析 127 第六節 各集群於體驗追求因素構面上之差異檢定分析 133 第七節 全體受訪者與不同區位受訪者之市場區隔描述 139 第八節 各區隔市場對觀光工廠績效表現之分析 163 第五章 結論與建議 176 第一節 結論 176 第二節 建議 187 第三節 研究限制與後續研究方向 206 參考文獻 208 附錄A 焦點團體中修改題項及其原因 225 附錄B 正式問卷 227

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