小貓 發問時間: 社會與文化語言 · 1 0 年前

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運用心智地圖探討台中市大學生對於旅遊目的地偏好

The Application of Mental Map on Exploring Tourism Destination Preferences of College Students within Taichung City

【摘要】自交通部觀光局2004年推動二十一世紀台灣發展觀光新戰略,對內加強各地區觀光軟硬體建設,對外加強國際行銷,因應整體觀光發展趨勢,各縣市政府亦致力於推動當地的觀光發展,然而這些觀光建設與努力究竟在一般民眾心理產生了什麼印象?一般民眾對於該縣市的旅遊偏好是否因此提高?此為值得探討的議題。本研究目的為從心智地圖的觀點切入,探討人們對於各縣市旅遊目的地選擇偏好之空間型態,研究對象為台中市兩所大學之大學生,透過問卷調查測量學生樣本在「當日往返」與「兩天一夜」的條件下,對台灣本島22個縣市的旅遊偏好,總計獲得201份有效問卷。透過空間分析模組繪製出類似地形圖般的旅遊偏好心智地圖,依據心智地圖的變化趨勢探討旅遊偏好之空間型態。研究結果顯示,在當日往返與兩天一夜的心智地圖中,台北市、南投縣兩者皆高,而雲林縣、嘉義縣市則是兩者皆低,此外台中市是由高變低,反之南部與東部地區呈現低變高的趨勢。根據此一結果,建議縣市政府在觀光行銷策略上宜重新調整,由點到線,再到面,讓景點與縣市連結起來,才能形塑縣市的形象,提升台中市大學生對於該縣市的觀光吸引力。

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  • 阿順
    Lv 5
    1 0 年前
    最佳解答

    [Abstract] In 2004 impels the 21st century Taiwan from Ministry of Communications Sightseeing Bureau to develop goes sightseeing the new strategy, strengthens various areas to in to go sightseeing the soft hardware construction, the foreign enhancement international marketing, in accordance to the whole sightseeing trend of development, various counties municipal government also devotes in impels local the sightseeing development, however actually these sightseeing construction with has diligently had what impression in the common populace psychology? Common populace regarding this county city traveling whether by chance therefore enhances? This for is worth the subject which discusses.This research goal for cuts into from the mental map viewpoint, discusses the people regarding various counties city traveling destination choice by chance space state, the object of study university student of for the Taichung liang institute university, the penetration questionnaire survey surveys the student sample under “the same day goes and returns” and “a two days night” the condition, to the Taiwan main island 22 county city traveling by chance, the grand total obtains 201 effective questionnaire.The penetration space analysis mold train draws up the similar topographic diagram traveling by chance mental map, the basis mental map change tendency discussion traveling by chance space state.

    2009-08-26 13:52:40 補充:

    The findings showed that, goes and returns in the same day with a two days night of mental map in, Taibei, Nantou County both are all high, but Yunlin County, Jiayixian are both all lower, in addition Taizhong is by Gao

    2009-08-26 13:52:52 補充:

    Biandi, otherwise south and the eastern area presents changes the high tendency lowly.According to a this result, suggested the county municipal government readjusts suitably in the sightseeing marketing strategy, arrives the

    2009-08-26 13:52:54 補充:

    line from the spot, again arrives the surface, lets the scenic spot and the county city links, can the shape model the county city the image, promotes the Taizhong university student regarding this county city sightseeing attraction.

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