老街旅游体验价值之研究.PDFVIP

老街旅遊體驗價值之研究 黃宜瑜* 、謝素卿** 、林宛儒** *東海大學景觀學系專任助理教授 **東海大學景觀學系碩士 摘要 本研究目的為探討老街旅遊體驗價值之內涵與市場區隔，以及各市場區隔遊客特性之異同。 透過結構式問卷收集淡水老街(自然景觀) 、金山老街(特產小吃)及三峽老街(建築)遊客的旅遊體 驗價值、社經屬性與老街旅遊行為特性之資料。分析結果顯示，老街旅遊體驗價值之內涵包括個 人懷舊、審美、歷史懷舊、積極投資回報 、社會互動 、情感促進、消極投資回報、及卓越服務 。 透過集群分析，將老街遊客明顯區分為情感促進族群 、服務品質族群、個人懷舊族群、與古意審 美族群。各市場區隔遊客僅在性別與主要遊伴上具有顯著差異。服務品質族群男性比例較高，古 意審美族群女性比例較高。個人懷舊族群有比較高比例的遊客是與非情侶、愛人同遊，古意審美 族群有較高的比例與情侶、愛人同遊。上述研究成果建議老街規劃設計要儘量修舊如舊，以避免 破壞老街古意氛圍與建築特色，強化老街遊客思古幽情。老街店家可提供舒適的聊天聚會空間、 主管機關也可在公共空間提供合適的休憩空間與設施，以滿足遊客促進感情之需要。最後，店家 也應盡量提升服務品質，更添遊客之旅遊體驗價值。 關鍵字：旅遊體驗價值、老街、市場區隔 The travel experience values of traditional streets Yi-Yu Huang* Su-Ching Hsieh** Wan-Ru Lin** Abstract The purposes of study were to investigate the dimensions and market segmentation of travel experience values of traditional streets, and to compare the differences in characteristics of tourists among various segments. The self-administered questionnaires were utilized to collect data on travel experience values, socio-demographic characteristics and travel behavior from tourists in DanShui, JinShan and SanXia traditional streets. The results indicated that tourists’ travel experience values consist of eight dimensions labeled with personal nostalgia, aesthetics, historical nostalgia, optimistic consumer return on investment, social interaction, affections promotion, pessimistic consumer return on investment, excellent service. After cluster analysis, four distinct market segmentations (i.e. affections promotion tourists, service quality tourists, personal nostalgia tourists, reminiscence appreciation tourists were identified. Significant differences in characteristics were identified only in sex and travel accompany among four segments. While male tourists dominated the service quality group, female tourists do