[[alternative]]An Empirical Study on Segmentation of Rural Tourism Image in the Dingcaiyuan Theme Pavilion

[[abstract]] 本研究首先參考有關旅遊意象及市場區隔等文獻，並依據頂菜園鄉土館之資源與特性等，建構意象衡量工具及設計問卷，進行實證調查，以遊客旅遊意象為基礎，以區隔其潛在遊客市場。總計回收有效問卷386份，運用因素分析將其意象萃取為「自然文化豐富」、「寧靜悠閒教育」、「交通環境資訊」、「服務完善親切」及「設施活動便利」等五個因素，再以意象因素做為市場區隔變數，運用集群分析將其潛在遊客市場區分為「服務便利型」、「自然偏好型」及「一般休閒型」三個集群，並以旅遊意象、人口統計變數與旅遊特性描述各區隔市場之特性及差異。 最後，經彙整結果，並就各區隔市場之特徵與差異性加以描述，本研究研擬出行銷策略之建議，以提供相關領域及業者，能有效掌握遊客的偏好、特徵以及資源、環境的特色，進行旅遊市場區隔、鎖定潛在目標遊客市場，再透過各種行銷策略，創造其在旅遊市場的最大競爭利基。[[abstract]] 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