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題名:環境責任行為的市場區隔:國際潛水客的實證研究
作者:張忠峰
作者(外文):CHANG, CHUNG-FENG
校院名稱:國立雲林科技大學
系所名稱:會計系
指導教授:李宗鴻
傅鍾仁
學位類別:博士
出版日期:2023
主題關鍵詞:水肺潛水環境責任行為市場區隔滿意度忠誠度SCUBA diverenvironmentally responsible behaviormarket segmentationsatisfactionloyalty
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摘 要
由於保育意識的提升,使得全球海洋休閒及環境保育行為的研究逐漸受到重視,世界各國對海洋休閒及環境保育行為的觀念也日益受到關心,然有關水肺潛水觀光遊客市場區隔的議題仍屬有限。為填補此一缺口,本研究以水肺潛水觀光客對環境責任行為作為區隔變數,探討水肺潛水觀光客的市場區隔類型,及其滿意度與忠誠度之差異。本文以自編問卷進行研究,問卷經預試及專家修正後,於2019年3月至2020年12月間進行問卷調查。研究使用系統抽樣,每5位潛水遊客抽取1位,分別於台灣、菲律賓和印尼等計9個潛水觀光地點,共取得1,800份有效問卷。將所收集的資料以SPSS for Windows IBM Statistics 26.0統計軟體進行統計分析與檢定,透過集群分析結果,將觀察值分群及命名。並透過集群分析後,以多變量共變數(ANOVA)分析不同潛水客集群,分別為:1.公民行動落實程度較低的水肺潛水者;2.環境責任行為(ERB)落實程度中等的水肺潛水者;3.ERB落實程度低的水肺潛水者;以及4.ERB落實程度較高的水肺潛水者。研究發現這四種水肺潛水者在旅遊滿意度與忠誠度方面有極大的差異。本研究將水肺潛水者有效分成四類,並針對各種水肺潛水者提供理論和實務貢獻,進而更深入瞭解海洋旅遊業的發展,同時為潛水ERB理論文獻做出重大貢獻,和提出具體之管理意涵與建議,並提出未來研究方向的建議。
關鍵字:水肺潛水、環境責任行為、市場區隔、滿意度、忠誠度
Abstract
The increasing awareness of environmental conservation has made the research on worldwide marine recreational activities and environmental conservation methods gradually receive more attention; countries all around the world have increasingly become more concerned with these important activities and methods. However, research on the market segmentation of SCUBA diving tourists is rare. In order to fill the gap, this study takes the environmentally responsible behavior of SCUBA diving tourists as a segmentation variable to explore the market segment types of SCUBA diving tourists, and the differences in their satisfaction and loyalty. This study adopts the self-compiled questionnaire approach, and after pre-testing and revision by experts, the questionnaire was distributed between March 2019 and December 2020. The study employed the systematic sampling method to pick one out of every five diving tourists. A total of 1,800 valid questionnaire forms were obtained from nine popular SCUBA diving spots in Taiwan, the Philippines and Indonesia. All the collected data was analyzed by using SPSS for Windows IBM Statistics 26.0 software, and the observed values were grouped and named through cluster analysis of the results. And after passing the K-means Clustering Method, ANCOVA was used to analyze different clusters of divers, which were: 1. SCUBA divers who put diverse environmentally responsible behaviors (ERB) into practice; 2. divers who have a low degree of involvement with ERB; 3. SCUBA divers who have a low degree of involvement with civic actions; 4. and SCUBA divers who have moderate degree of involvement with ERB. The study found that these four types of SCUBA divers differed significantly in terms of travel satisfaction and loyalty. This study effectively categorizes SCUBA divers into four types, and provides theoretical and practical contributions regarding each type of SCUBA diver to further gain a deeper understanding of the development of marine tourism. The study makes a contribution by providing specific management implications and recommendations and proposes directions for future studies.
Keywords: SCUBA diver, environmentally responsible behavior, market segmentation, satisfaction, loyalty
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