高雄市民對於夜間旅遊觀光遊憩資源認知與觀光行銷策略之研究

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/22032

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Title:	高雄市民對於夜間旅遊觀光遊憩資源認知與觀光行銷策略之研究
Other Titles:	The Study on perception of tourist resources at night for Kaohsiung Citizens and marketing Strategy for Kaohsiung city
Authors:	施美惠 Shih, Mei-hui
Contributors:	旅遊事業管理學研究所李樑堅 Liang-chien Lee
Keywords:	觀光行銷;觀光遊憩資源;高雄市 tourism resource;Kaohsiung city;tourism;marketing
Date:	2005
Issue Date:	2015-07-28 13:42:59 (UTC+8)
Abstract:	本研究透過票選十大夜間旅遊觀光景點之問卷資料，進而提出如何規劃高雄市夜間旅遊觀光之相關配套設施，與未來觀光策略之改善問題；且針對高雄市民對高雄市觀光資源屬性及整體印象的認知做一探討。研究結果歸納出觀光資訊運作及管理機能、觀光資源與吸引力、觀光資源內涵、觀光行銷配套、休閒購物多元性、交通機能便利性、生活設施完善性等七類觀光資源特性。此外發現市民對市內景觀資源的品質認同度偏低；高雄市的觀光資源具備有利的條件：如國際港灣大都市、市民友善好客；但也有許多負面的；如資訊不足、吸引力不夠、活動太少、管理及治安有待加強，社經變數對受訪者的觀光資源認知確有顯著差異。調查結果與策略建議，可以做為觀光主管機關及業界作為規劃設計、經營管理與行銷高雄市觀光遊憩資源及活動的參考。　　The purpose of this study is to develop a tour program in accordance to the analysis of citizens’ poll of ten best night tourist destinations of Kaohsiung city. The study also discusses related accompanying measures and possible improvements for tourism planning. Seven characteristics of tourist resources have been identified in this study：the operation of tourism information and management mechanism, the economy of tourism resources and its attractiveness, the contents of tourism resources, the marketing strategy of tour package, varieties of recreation and shopping choices, convenience of local transportation, and convenience of living environment in the city.　　　Furthermore, It is found that the ratings for recognition to the quality of landscape resource within Kaoshiung city are low. Although there are many favorable qualities for developing tourist activities, including the reputation of international harbor city, the hospitality of local citizens toward tourists. Some negative aspects have been noticed. The information system, attraction spots, quantity of activity available, and public security are still some ways to go. It is found that there is a significant difference of the perception toward tourist resource among different levels of social/economic status. 　　　Finally, this study provides some insights for government and tourism industry of Kaohsiung City in planning, management, and marketing of tourism development.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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