古蹟觀光市場區隔：鹿港遊客的實證分析

Market Segmentation of Heritage Tourism Destinations: Empirical Analysis of Tourists at Lukang’s Heritage Recreation Sites

古蹟觀光是熱門的旅遊型態之一，然古蹟遊客的市場區隔所知不多。本研究乃利用真實性體驗探討鹿港古蹟遊憩區遊客的市場區隔，採自編問卷，於2018年9月至12月間進行問卷調查，共取得622份有效問卷。研究發現，根據遊客的真實性體驗區分四個族群，分別為：文史體驗者、悠遊享樂者、多重體驗者、及古蹟體驗者。結果顯示，四集群的遊客在整體滿意度和忠誠度上有顯著的差異，多重體驗者在滿意度及忠誠度顯著大於其他三群，而悠遊享樂者的表現值則位居最後。本研究導入市場區隔的概念，有效建構各個集群遊客在滿意度與忠誠度表現的差異，將有助於管理者制定有效的行銷策略。最後，本研究提出古蹟觀光發展的理論與管理意涵。

"Heritage tourism is one of the most popular branches of tourism. However, there is limited knowledge of tourist segmentation at heritage sites. This study explores market segmentation by examining tourists’authentic experiences at Lukang’s heritage recreation sites. A questionnaire survey was conducted from September 9-December 16, 2018. Using data from 622 valid questionnaires, this study found that tourists can be divided into four clusters on the basis of their authentic experiences: cultural-historical, hedonistic, multiple, and heritage experiences. Tourists seeking multiple experiences were significantly more satisfied and loyal than those in the other three clusters. Hedonistic tourists reported the lowest performance on satisfaction and loyalty. The insight on market segmentation provided by this study can be used to effectively construct the relationship and differences among the authentic experiences, satisfaction, and loyalty of tourists in each cluster. The findings have key managerial implications for those formulating marketing strategies and exploring the development of cultural heritage tourism."