觀光工廠之體驗區隔研究

Abstract

面對正值轉型時期且有獨特產業特色之製造業轉型宜蘭縣觀光工廠，必須建立一套適當的市場區隔策略，將市場作有效的細分和有效的區隔市場，有助行銷策略的進行並獲得最佳利益，對市場未來趨勢做預測，提升市場佔有率。所以本研究目的是以宜蘭縣觀光工廠為研究對象，使用體驗概念進行市場區隔分析，進而提出適當的行銷策略。 本研究採用便利抽樣方式進行問卷發放並當場回收，共發放2,058份問卷，有效問卷為1,878，利用體驗追求做為區隔變數，以改二階段集群分析法(Two-Stage Clustering)對宜蘭縣觀光工廠進行市場區隔分析，結果依照地理區域分為三個部分，包含整體宜蘭縣觀光工廠、羅東地區觀光工廠、蘇澳地區觀光工廠，其中整體宜蘭縣觀光工廠集群分別為高度寓教於樂追求者、工廠樂趣追求者、中度寓教於樂追求者；羅東地區觀光工廠集群分別為高度工廠樂趣追求者、低度工廠樂趣追求者、中度工廠樂趣追求者；蘇澳地區觀光工廠集群分別為高度有趣活動學習者、工廠活動追求者、中度有趣活動學習者。 研究結果發現各區隔在體驗追求變數下具有顯著差異。本研究結果建議，整體宜蘭縣觀光工廠主要提供有趣寓教於樂產品的觀光工廠，而集群中以中度、高度寓教於樂追求者佔整體市場比例86.7%為主；羅東地區觀光工廠能夠提供工廠內的樂趣感受為主，集群中以中度工廠樂趣追求者佔市場比例47.8%為主；蘇澳地區觀光工廠提供有趣的廠內活動，集群中以中度、高度有趣活動學習者佔市場比例92.3%為主。 最後根據研究結果提供行銷建議給宜蘭縣觀光工廠發展協會及各家觀光工廠相關業者，作為其在選擇目標市場及進行行銷策略時的參考依據。Many industrial factories in Yilan County are being transformed into tourism service providers with history as their main theme or attraction. It is imperative for them have to identify the accurate segments that are most interested in specific goods and services and to focus marketing efforts on them in the most effective way. The main purpose of the study was to propose a practical evaluation tool for tourism factories in Yilan County to concentrate their travel market segments in terms of the experience seeking on each identified segment. The study data were collected by questionnaire survey, using convenience sampling. A total of 1,878 were valid questionnaires. The experience seeking variables were proved to be statistically significant among the each cluster. The study applied two-stage clustering method to define three experience-seeking segments of the travel market. The major findings showed that two of the three clusters analyzed were “learning through playing seekers”, while the other was “factory-fun seekers”. The article concludes with marketing implications of the study results and suggestions for future research.