| Summary: | 碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === This study based on some literature regarding ‘Tourism Image’ and‘Market Segmentation’, along with the resources and characteristics of Dingcaiyuan Theme Pavilion, this study constructs the measurement instruments of travel image and designs the questionnaire accordingly.The survey is undertaken in Dingcaiyuan Theme Pavilion with tourist as sample subjects. It is to segment the potential tourist market according to the image of those tourists. Among those surveys, the completed and effective were386.By conducting factor extraction, the image was extracted into five factors:‘Abundance of Natural Culture’, ‘Peaceful Leisure & Educational’, ‘Traffic & environment information’, ‘Convenient Service’, and ‘Complete Facility&Activity’.Furthermore, by using these five image factors working as segmentation variables and conducting cluster analysis, the potential tourist market was divided into three clusters: ‘Natural Preference’, ‘Service Specific’, and ‘General Leisure’. Tourism image, demographic variable, and travel characteristics were used to describe the characteristics and differences of each segment.
Finally, based on the summary of the study and the description on the characteristics and differences of each segment, practical suggestions of marketing strategy were provided to the related field and tourism industry. The purposes are to effectively acquire the preferences and features of tourists as well as the characters of resources and environment, to segment travel market, to focus potential target tourist market, and to create the largest competitive niche in the tourist market via all kinds of marketing strategies.
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