高雄市區域行銷對各鄉鎮的影響之研究

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Title:	高雄市區域行銷對各鄉鎮的影響之研究
Authors:	黃建超
Contributors:	東方技術學院觀光事業系;高雄市山水休閒協會
Keywords:	觀光品牌;交叉分析;信度
Date:	2006-05-01
Issue Date:	2009-12-15 01:21:41 (UTC+0)
Publisher:	亞洲大學休閒與遊憩管理學系
Abstract:	本研究主要是利用人員現場發放400份問卷來進行調查，來瞭解高雄市區域行銷的成效度為何，而問卷調查的內容以獨特性、定位、知名度、聯想性、偏好程度、強勢品牌六大方向來進行調查，主要針對高雄市從事觀光休閒活動者為研究對象，探討高雄市所施行的區域行銷是否能有效的吸引旅客，及分析行銷的品牌策略是否帶來當地區域的影響。結果得知高雄市的地方行銷策略在印象題型的特徵值2.427為最高，表示受訪的民眾感覺高雄市具現代化、創新、市景新鮮及多樣化等印象表徵。民眾對高雄市地區行銷滿意度60歲以上的銀髮族的7.7%為最高，且非常了解高雄市地區行銷熟悉度也佔有15.4%；就強勢觀光品牌的內涵而言，高雄市已擁有獨特性、熟悉度、知名度、滿意度及認同度，而高雄市所擁有的人文景致吸引力與受訪者的使用動機具極高相關性，高雄市在相關發展上已獲得一定的尊重，且已建立了真正的品牌價值。 The 400 questionnaires collected are used to studythe effectiveness of Kaohsiung City marketing. These questions included were separated into six aspects—uniqueness, location, well-known, association, fondness, strength brand. Investigation was focused on tourists in Kaohsiung City. It is to examine the effectiveness of the marketing if it attracts tourist and to analysis the strategy if it is proper and efficient. According to the results, the Kaohsiung City area marketing strategy has the highest eigenvalues 2.427, implies that the correspondents felt the city possess modernization, innovation, landscape fresh and diversification. The higher satisfaction is 7.7% on ages over 60 years old sand the familiarity with marketing activity is 15.4%. As a strong tourist brand, Kaohsiung City owns the uniqueness, famous, satisfaction and identification to develop more tourism brand value. A strong correlation existed between the City’s attractions and tourist motivation. This concluded that Kaohsiung City earn respect from its development and establish a real value. Keywords: tourism brand, crosstabs, Cronbach’s α.
Relation:	2006年海峽兩岸休閒產業發展學術研討會 05-01~02
Appears in Collections:	[Department of Leisure and Recreation Management] Proceedings

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