A study on tourist's market segmentation and marketing mix strategies of Dasyueshan National Forest Recreation Area

• Main Authors: Bei-Cheng Chang, 張倍誠
• Other Authors: Yui-Dung Lin
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/662znz

碩士 === 國立嘉義大學 === 森林暨自然資源學系研究所 === 96 === Peoples' income and leisure time has recent growth in recent years, the demand for traveling increase gradually and the management of tourism became a more important topic than before. In the field of tourism management, getting tourist’s demand and expectation were necessary. Therefore, the market segmentation theory was gradually applied on researches of tourism. Empirical studies had shown that lifestyle was more effective than social demographic variables in segmentation markets. Therefore, this study used vacation lifestyle as segment variable in market segmentation of Dasyueshan National Forest Recreation area. The difference of segments in socioeconomic demographics, traveling characteristics, satisfaction, perceived importance, environmental attitudes and important-performance analysis (I.P.A.) were test. According to study results, visitors who visited recreation area are clustered into four segments based on six vacation lifestyle factors, they were "appreciating travel enjoyment and like a weekend trip segment", "appreciating relaxation and sociality segment", "appreciating knowledge travel and family trip segment", and "disliking weekend travel and appreciating relaxation segment". The four segments were significantly different in the socioeconomic demographics, satisfaction, and perceived importance in segments, but the traveling characteristics wasn't. Besides this, this paper interviewed the forest officers on questions about 7Ps marketing mix strategies. Finally some improve suggestions were provided from tourist and forest officers. We hope this study will give some help to development for Dasyueshan National Forest Recreation Area.