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E10025
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018
基於意象之文化觀光市場區隔:以造訪我國之國際旅客為例
Image-Based Segmentation of the Cultural Tourism Market: the Case of Taiwan's Inbound Visitors
1.劉以德
1.Yi-de Liu
1.國立臺灣師範大學歐洲文化與觀光研究所
1.Graduate Institute of European Cultures and Tourism, National Taiwan Normal University
001,002,003,004
1.國立臺灣師範大學歐洲文化與觀光研究所
1.Graduate Institute of European Cultures and Tourism, National Taiwan Normal University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2011-10-012012-03-31
A.16 收到日期:2012-12-12
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1. inbourd visitors to Taiwan
2. visitors of cultural attractions in Taipei

1
945

945
007
01
C.2 聯絡日期:2012-12-14
2
1.國立臺灣師範大學歐洲文化與觀光研究所
1.Graduate Institute of European Cultures and Tourism, National Taiwan Normal University
1
C.7 資料公開日期:2013-08-01
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008
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1,2
1.文化觀光
2.目的地意象
3.市場區隔
4.文化觀光客
5.因素群集分析
1.Cultural Tourism
2.Cultural Tourist
3.Destination Image
4.Market Segmentation
5.Factor-Cluster Analysiis
本研究旨在探究基於意象之文化觀光市場區隔途徑之適切性。在確認14個文化吸引點之意象項目後,本研究針對來訪台灣的國際旅客進行問卷調查,並依其對於 各意象項目進行重要性評比。以因素和群集分析,以及事後區隔法,共界定了四個意象區隔,包含藝術與博物館、文化遺產和生活文化等,並蒐集了594份問卷。 研究結果揭示了許多理論和實務之意涵,包含文化距離理論、文化雜食理論、目的地熟悉論(經驗和資訊層面)、文化觀光客類型論等。

This research aims at testing the effectiveness of using image–based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying factor–cluster and a posteriori segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveals several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two–dimensional model of cultural tourist typology.

D.16 完成檢誤日期:2013-05-30
D.17 預定釋出日期:2013-08-01
D.18 初次釋出日期:2013-08-01
D.19_1 最新版釋出日期:2013-08-01
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10.6141/TW-SRDA-E10025-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10025
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