Market Segmentation of Heritage Tourism Destination: Evidence from Visitors at Shengsing

• Main Authors: HSIEH, YI-CHIN, 謝以勤
• Other Authors: LEE, TSUNG-HUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ag2n54

碩士 === 國立雲林科技大學 === 休閒運動研究所 === 107 === Although recreational experience of Heritage Tourism has been received increasing attention, the knowledge about the market segmentation of tourists visiting Heritage Tourism is limited. To fill the research gap, this study aims to analyze the recreational experience to explore the market segmentation of the Shengsing Recreation Area. Data collection was conducted using a self-made questionnaire, from December 2018 to January 2019 by using. With systematic sampling approach (1 tourist out of every 5 was sampled). Totals of 607 usable questionnaires were obtained. IBM SPSS Statistics 24.0 for Windows was employed to conduct Cronbach’s alpha analysis for reliability, exploratory factor analysis, and one-way ANOVA. Analytical results showed that visitors could be divided into four clusters, namely aesthetic visitors, hedonic tourists, reflective tourists, and all-round tourists. These four different clusters had significant differences in tourism satisfaction and loyalty. The management implications of this study provide different and specific marketing strategies, help the sustainable development of Heritage Tourism. Finally, this study proposes specific recommendations and future research directions.