A Exploratory Research on the Image Positioning of The National Parks

• Main Authors: Hsieh, kai-feng, 薛凱峰
• Other Authors: 林宏恩
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/24767397977745743524

碩士 === 國立嘉義大學 === 體育與健康休閒研究所 === 94 === This study aims to discuss the image positioning of six national parks in Taiwan-Fukian area. Six hundred visitors were surveyed on the park sites through the self-developed “Questionnaire for the Image Positioning of Six National Parks in Taiwan-Fukian Area”. The questionnaires were distributed and replied on the site. The factor analysis methodology was used to analyze the collected data to extract the composed factor of the image of the national park, and Multidimensional Scaling (MDS) was then applied to analyze competition situations among six national parks. The results are as follows: 1. The image of the six national parks in the Taiwan-Fukian area was composed of 14 items, which could be divided into three major factors: (a) maintenance and service. (b) park planning. (c) marketing and promotion. 2. The subjects of the survey were mainly males (58.3%), with 21 to 30- year-olds ranked first (39.5%) and under 20-year-olds next (25.2%) in terms of age. In terms of education, most people were on college level (74.8%). Students and house keepers occupied the largest part of the pie chart (51.0%) in terms of occupation. Among those who have been to at least one of the six national parks, most (91.1%) have been to Kenting National Park. Most of them (41.9%) checked two days as the length of trip. 35.7% of them spent an average of NT$1,001-2,000 each day. 3. According to the visitors surveyed, the three factors in an order of importance were: Park Planning, Maintenance and Service and Marketing and Promotion. The top 5 items important to the image were: ecological conservation, sightseeing attractions, sanitation, security mechanism and environmental cleanliness and tidiness. The least important item was considered marketing and promotion. 4. Of the six national parks, in terms of “Maintenance and Service”, the three leading parks in order were: Yangmingshan, Taroko and Kenting while Shei-pa took the last. In terms of “Park Planning”, the best ranking parks in order were: Taroko, Yangmingshan and Kenting while Kinmen stood the last in the list. In terms of “Marketing and Promotion”, the three highest ranking parks in order were: Yangmingshan, Kenting and Taroko, with Shei-pa running last. 5. Differences were found among demographics while evaluating the parks’ image: (1) Age: In the image evaluation over the three factors, young population (under age 20) tended to give lower remarks than any other groups. (2) Occupation: In the image evaluation over the two factors-- Maintenance and Service” and “Park Planning”--visitors from the military, civil service and teaching profession gave the highest remarks among visitors from other occupation. 6. The variation of visitors from different national parks influenced the three image factors in the following way: in terms of “Maintenance and Service” and “Marketing and Promotion”, the remarks of visitors of Yangmingshan National Park varied with those of visitors of other parks. 7. In the competition situations, the two competing groups in terms of “Maintenance and Service” in an order of competing strength were: “Yangmingshan & Taroko”, “Yushan & Shei-pa”. The ranking order is consistant in the category of “Park Planning”. And the three competing groups in terms of “Marketing and Promotion” in an order of competing strength were: “Kenting & Yangmingshan”, Taroko & Yushan & Kinmen”, Shei-pa