| 摘要: | 結合地方傳統產業的旅遊行程，是觀光產業發展的重要趨勢。基於此，近年來澎湖地區結合了傳統產業與觀光元素，形成台灣發展休閒漁業的重要指標。然而，如何評估休閒漁業於遊客心中所形塑的意象，文獻上仍付之闕如。故本研究乃嘗試從編製休閒漁業旅遊意象之標準測量工具出發，進而發展出行銷澎湖休閒漁業之策略。 因此，本研究的目的有三，首先以休閒漁業為基礎，建構遊客對澎湖旅遊意象之量表，期能透過嚴謹的量表編製過程，發展出評估澎湖休閒漁業旅遊意象的標準化測量工具，以提供相關人員及後續研究者使用。再者，運用重要表現分析法(Importance-Performance Analysis, IPA)，探討遊客對於澎湖休閒漁業旅遊意象相關項目的重視程度，與參與遊程後對於相關項目表現的認同度，以作為製作行銷策略之基礎。最後再使用非階層集群分析，對遊客進行市場區隔，進而瞭解各市場區隔中的遊客特性，藉以提出相關的行銷策略。 研究結果顯示，所編製的旅遊意象量表之信、效度皆符合一般學術論文之要求。因此可透過自然資源、文化環境、資訊與設施、氣氛營造及服務品質等五個面向，衡量澎湖休閒漁業旅遊意象。於重要度表現分析方面，並無應加強改善的項目，大部分的項目皆能符合遊客期待。最後本研究建議管理單位及業者，於行銷策略上，對於旅遊行程的規劃，宜以三天的自主性遊程為主，而目標客群則應著重於年輕族群。
In the tourism industry, it is an important development trend to inject local traditional industry into a traveling tour. In view of this, among these years, Penghu Archipelago combined traditional industry with tourism elements and became an important indicator of recreational fishing in Taiwan. However, it still lacks of how to assess the image which recreational fishing forms to the tourists. There are three purposes of this study. First of all, based on the recreational fisheries, constructs the Scale Images of Penghu to tourists. Through rigorous process of constructing forms, it can develop the standardized measurement tools which can assess the Penghu fishing tourism image, and it can also provide a good use for the related personnel and follow-up researchers. Furthermore, apply the IPA (Importance-Performance Analysis) to evaluate how much tourists' value about the Penghu fisheries tourism image. Besides, based on the recognition of how the related items perform after participate the tours to make a marketing strategy. Finally, use the non-hierarchical cluster analysis to divide the tourist into different market segments and make relevant marketing strategies by understanding the characteristics of individual tourist market segment. The result shows that both the establishment of the tourism image in scale reliability and validity are in compliance with the general academic requirements. Therefore, it can measure Penghu fishing tourism image through the natural, cultural environment, information and facilities, atmosphere and service quality. On the Important-Performance Analysis, there is no project should be improved because most of the items were consistent with what tourists are looking forward. This study suggests, on marketing strategy, that when either the authority or the industry plans the itinerary for the tour, the majority should be the three-day autonomy tour, and the target customer group should focus on the youth. |
