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E94029
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利用遊客敘述性偏好選擇模式探討主題樂園之行銷策略:以劍湖山主題樂園為例
Exploring Marketing Strategies for Theme Park by Using the Stated Preference Choice Model: a Case Study on Janfushan Theme Park
1.陳肇堯
1.Chau-yau Chen
1.崑山科技大學不動產經營系
1.Department of Real Estate Management , Kun Shan University
001,002,003,004
1.崑山科技大學不動產經營系
1.Department of Real Estate Management , Kun Shan 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):2005-08-01
A.14 計畫執行期間(訖):2006-07-31
2005-08-012005-08-31
A.16 收到日期:2006-12-04
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到劍湖山的遊客

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C.2 聯絡日期:2006-12-05
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1.崑山科技大學不動產經營系
1.Department of Real Estate Management , Kun Shan University
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C.7 資料公開日期:2008-08-01
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1.主題樂園
2.多項羅吉特模式
3.敘述性偏好
1.Multinomial Logit Model
2.Stated Preference
3.the Theme Park
 主題樂園是國內旅遊市場中主要的遊憩活動類型之一,也是國人從事旅遊活動主要的場所之一,在國內旅遊市場的遊客佔有率約達10%。然而多數的主題樂園由 於無法洞悉遊客的需要與偏好使其經營狀況岌岌可危,雖然經營者期望藉由其所提供之遊憩產品的變化來吸引遊客,但新產品引入市場後必須承擔較高的不確定風 險,甚至引發經營上的困境。因此如何選擇一個好的行銷策略,降低新產品在市場競爭上的不確定性風險,乃是經營者所面臨的一個主要課題。

本研究擬利用市場行銷上廣為採用的敘述性偏好選擇模式來探討主題樂園遊客的偏好選擇行為,藉由虛擬方案的設計,使主題樂園經營者瞭解遊客在面對一些新 的產品組合時可能的反應,藉此找到可能影響消費者選擇的因子屬性變動時之影響效果,以提供經營者在研擬可行之行銷策略時的參考。因此本研究以劍湖山主題樂 園作為實證研究的對象,利用多項羅吉特模式探討劍湖山主題樂園之遊客的敘述性偏好選擇行為,研究結果顯示主題樂園的活動內容與票價之所得效果對產品的選擇 造成顯著的影響。

The theme park, accounting for about 10% of total tourist frequencies of domestic recreation market in Taiwan, is one of the major types of recreation activities in domestic recreation market as well as one of the major places where domestic citizens choose when taking part in recreation activities. Nevertheless, most of the theme parks in Taiwan are in a desperate situation owing to incapable of recognizing tourists’ needs and preferences clearly and thoroughly, and, even worse, they probably fall into a distressed condition when their new products are introduced into the recreation market. It is thus a major issue for managers of theme park to choose a best marketing strategy that can reduce the uncertain risk of introducing new products into the recreation market.

This study intends to apply the stated preference choice model, having been broadly adopted in marketing, to explore the choice behaviors of theme park tourists, and, by the experimental design of fabricated alternatives, to help managers recognizing how tourists react when confronting with new bundles of recreation products so as to find out the relative importance and effects of attributes in influencing choices of tourists and to afford a reference for managers to formulate effective marketing strategies. According to the above, this study, taking a case study on Janfushan Theme Park by adopting the Multinomial Logit model, explores the stated preference choice behavior of tourists in Janfushan Theme Park, and, consequently, the results of empirical analysis show that the activity program and the income effect of price have significant effects on choice behavior of toruists.

D.16 完成檢誤日期:2008-04-29
D.17 預定釋出日期:2008-08-31
D.18 初次釋出日期:2008-08-31
D.19_1 最新版釋出日期:2008-08-31
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10.6141/TW-SRDA-E94029-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E94029
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