戶外遊憩研究 Journal of Outdoor Recreation Study  2021/12
第34卷第4期 Vol.34 No.4     37-65
DOI:10.6130/JORS.202112_34(4).0002  
古蹟觀光市場區隔: 鹿港遊客的實證分析  


Market Segmentation of Heritage Tourism Destinations: Empirical Analysis of Tourists at Lukang’s Heritage Recreation Sites


李宗鴻、黃三洋、張佩湘
Tsung Hung Lee, San-Yang Huang, Pei-Shiang Chang
摘要

古蹟觀光是熱門的旅遊型態之一,然古蹟遊客的市場區隔所知不
多。本研究乃利用真實性體驗探討鹿港古蹟遊憩區遊客的市場區隔,採自
編問卷,於2018年9月至12月間進行問卷調查,共取得622份有效問卷。研
究發現,根據遊客的真實性體驗區分四個族群,分別為:文史體驗者、悠
遊享樂者、多重體驗者、及古蹟體驗者。結果顯示,四集群的遊客在整體
滿意度和忠誠度上有顯著的差異,多重體驗者在滿意度及忠誠度顯著大於
其他三群,而悠遊享樂者的表現值則位居最後。本研究導入市場區隔的概
念,有效建構各個集群遊客在滿意度與忠誠度表現的差異,將有助於管理
者制定有效的行銷策略。最後,本研究提出古蹟觀光發展的理論與管理意
涵。


Heritage tourism is one of the most popular branches of tourism.
However, there is limited knowledge of tourist segmentation at heritage sites.
This study explores market segmentation by examining tourists’ authentic
experiences at Lukang’s heritage recreation sites. A questionnaire survey was
conducted from September 9-December 16, 2018. Using data from 622 valid
questionnaires, this study found that tourists can be divided into four clusters
on the basis of their authentic experiences: cultural-historical, hedonistic,
multiple, and heritage experiences. Tourists seeking multiple experiences were
significantly more satisfied and loyal than those in the other three clusters.
Hedonistic tourists reported the lowest performance on satisfaction and loyalty.
The insight on market segmentation provided by this study can be used to
effectively construct the relationship and differences among the authentic
experiences, satisfaction, and loyalty of tourists in each cluster. The findings
have key managerial implications for those formulating marketing strategies and
exploring the development of cultural heritage tourism.
關鍵字
 
真實性體驗、古蹟觀光、市場區隔、滿意度、忠誠度

Authenticity, Heritage tourism, Market segmentation, Satisfaction, Loyalty