日月潭商圈遊客消費需求調查

Abstract

本研究調查消費者前往日月潭觀光遊憩區之商圈休閒活動需求，以瞭解消費者遊憩認知及消費者商圈休閒消費需求因素。本研究問卷分為第一部份休閒遊憩需求、第二部份消費需求、第三部份遊憩認知、第四部份環境線索及第五部分社經資料等五大部份。綜合問卷調查結果，日月潭商圈遊客特性，以年輕族群為主；大學/大專程度高居六成三；在個人年收入及家庭年收入偏低的現象；在居住地方面，遊客以居住在中部超過五成比例為最高。 比較值得一提的是，環境線索需求方面，在預算與實際消費不同的原因動機分析方面以沒有想買的東西四成一的比例為最高，由此可知商圈展售的商品受消費者青睞的程度，是活動能否帶來實際收益的原因。再者，比其他地方貴或便宜、服務人員親切或不良及氣氛良好或不好，各佔一成以上的比例，在此顯現出氣氛營造與服務品質會比價格高低來得重要。而預算與實際消費不同的原因變數上，以環境景觀優美或不良接近三成三的比例為最高，由此可知景點本身夠不夠精采，是延長遊客停留時間的主因，有場所舒服或不良、天氣太熱，都有接近兩成的比例，顯示環境氣候是否宜人也深深影響遊客的旅遊興致。 從交叉分析可以得知，遊憩需求與社經變數因性別使其兩者具有相關性，所以遊憩需求與社經變數是有相關，但是屬於低度相關性；消費需求與社經變數因性別使其兩者具有相關性；所以，消費需求與社經變數是有相關，但是屬於低度相關性；實際消費金額對性別、教育程度、職業、居住地、家庭所得有局部相關；實際消費金額與到訪日月潭形象商圈有關；環境線索與消費者到訪日月潭形象商圈是不具相關性。

This study use the data from questionnaire survey of the tourists in Sun Moon Lake, Taiwan, to understand the consumer perception of recreation and the consumption demand factors in recreation areas. The questionnaire is divided into five sections, (1) recreation demand, (2) consumer demand, (3) recreation perception, (4) patronage intention, and (5) socioeconomic status. According to the data, the tourists in Sun Moon Lake are mainly young generation, 63% with college education, and more than 50% live in central Taiwan. In addition, personal and household incomes of the tourists are lower than the national average. 41% respondents express the reason of “why they spend less than the expectation expenditure?” is “there is nothing they want to buy.” This result indicates that product is the most important factor for making profits. The results also show that the service attitude and the shopping atmosphere are more important than product prices. The quality of recreation area is the most important determinant of the time of staying, and the weather and climate are also influential factor of tourists’ interest. By using cross-analysis, recreation and consumer demand is lowly correlated with socioeconomic status through gender; consumption expenditure is partially correlated with gender, education, occupation, residence, and family income. Patronage intention is not correlated with the willingness of tourists being Sun Moon Lake, but consumption expenditure does.