A study on the relationships between swimming pool choice decision and marketing management strategies－a Case Study of Country Swimming Pool in Taichung City

• Main Authors: SHAO-CHANG CHEN, 陳紹璋
• Other Authors: 楊文燦
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74622860629492931612

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 99 === Abstract Low birth rate and its impacts on relevant industries have been a hot topic for recent years because of the demands are decreasing while the supplies are increasing or remaining the same. The development of economy in Taiwan has led to a booming of leisure industry including indoor warm water swimming pools. However, under the impacts of both financial tsunami and low birth rate, the pool market has switched from children classes to senior citizens and adults’ ones or even to health oriented spa business. The really profitable children swimming classes seem not to benefit pool managers, so how to acturately hold the parents’ demands is the key for future swimming pool development. The purposes of this study were to discuss on the issues of parents’ viewpoints on swimming sport, pool choice decisions and marketing strategies and then to analyze the differences in these viewpoints among various parents’ backgrounds and the relationships among the dimensions of those three viewpoints. After a literature review on the definition of pools, market segmentation, marketing strategies, experiential marketing theory and service quality scale, questionnaire was used as the study tool to survey parents of elementary school children to test the hypotheses including: (1) there are significant differences in parents’ viewpoints on swimming sport among their various backgrounds; (2) there are significant differences in parents’ viewpoints on swimming pool choice decisions among their various backgrounds; (3) there are significant differences in parents’ viewpoints on marketing strategies among their various backgrounds; and (4) there are significant relationships among those three kinds of parents’ viewpoints stated above. Convenient sampling approach was applied to collect data and then SPSS statistical techniques were used to analyze the data and test those hypotheses. Exploratory factor analysis was first used to extract 3 factors from swimming pool choice decisions and 2 factors from marketing strategies. One way ANOVA was followed to test the hypotheses and the results have shown that parts of parents’ backgrounds had significant differences in those three viewpoints. Finally, Pearson correlation analysis was applied to test the last hypothesis and the results have shown that there was a pretty high relationship between pool choice decisions and marketing strategies, which may indicate that the pool choice decisions would affect the marketing strategy preferences. In other words, the pool managers need to be focused on the pool choice decisions to develop correct marketing strategies to match parents’ needs. Some future study topics were presented for those who are interested in this concern, and besides, some suggestions were also provided for the managers, including pool managers, leisure business providers and daycare classes, as the references when they are working on the marketing strategies.