A comparison of visitor’s recognition on marketing mix strategies — Case studies of Yushan National Park, Janfusun Fancy World and Alishan Forest Recreation Area

• Main Authors: Chiou-Shih Chang, 張秋師
• Other Authors: Yui-Dung Lin
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/54422006391740526127

碩士 === 國立嘉義大學 === 林業研究所 === 91 === Since the government has implemented Two-Day Weekend in Taiwan, and people nowadays are more concerned about recreation, the needs for domestic travel in leisure times have increased. The managers of publicly operated and private amusement parks are confronted with unprecedented competition; therefore the main motivation of the study is how to find competitive advantages for these managers and strengthen their current marketing mix strategies in tourism industry. First in this article, the styles and operational systems of these recreation areas in Taiwan are analyzed in addition to do researches on the marketing mix strategies of these recreation areas. Since tourism is one of the categories in the industry of service, the strategies of product, price, place, promotion, people, physical facilities and process management will be discussed in this study. The purposes of the study are to understand visitors’ recognition for different recreation areas. To achieve this goal, questionnaires are used and help us to understand more about the current marketing mix strategies of these recreation areas. There are three categories in the questionnaire, which contains travellers’ traits, satisfaction degrees for marketing strategies, and the awareness of the importance in marketing strategies. Our survey samples include Yushan National Park, Janfusun Fancy World and Alishan Forest Recreation Area. There are 1,181 effective samples, and descriptive statistic, T test, one-way ANOVA, and factor analysis were used to analyze our data. This paper was discussed visitors’ behaviors and the differences of visitors’ recognition among marketing mix strategies with multivariate statistical analysis. Finally, according to the results of statistical analysis, it interprets the strength and weakness of marketing mix strategies from visitor’s perspectives and provides accurate and feasible marketing mix strategies for the managers of publicly-operated and private amusement parks in order to improve tourism quality and reinforce their competitive forces.