中文摘要
本研究旨在探討奧萬大國家森林遊樂區遊客對行銷之反應，並對相關意見做統計分析與討論，歸納出奧萬大國家森林遊樂區遊客在行銷上之意向，作為管理機關參考，並供做未來行銷之運用。
本研究以奧萬大森林遊樂區遊客為問卷訪問對象，進行遊客問卷調查。所得資料以次數分析、t檢定、單因子變異數分析等進行各項統計分析後，得到以下的研究發現：
1.
不同背景遊客在行銷組合方案4P上有顯著差異。
2.
不同背景遊客在通路與價格之滿意度上有顯著差異。
3.
不同背景遊客在不同旅遊特性上有顯著差異。
4.
不同旅遊特性在通路與價格之滿意度上有顯著差異。
根據本研究在奧萬大國家森林遊樂區所做行銷研究的發現，提供奧萬大國家森林遊樂區之經營單位做行銷規劃之參考，希冀能藉此提昇國內森林遊樂區之旅遊品質，因而增進國人對森林遊樂區之喜愛，進而學習環境保護之重要，共同維護地球資源。
關鍵字：奧萬大國家森林遊樂區，行銷組合方案，顧客滿意度
This research was conducted
through questionnaire survey to study the marketing strategy of Owanta National
Forest Recreational Area (abbreviated as Owanta below). Data obtained through
questionnaire were analyzed and conclusions were drawn from relevant opinions.
This study resulted in some specific marketing suggestions for Owanta which
could be served as references to the administrative management as well as
practical marketing applications.
In this study, the investigations
were carried out from random samples of tourists who had paid visit to Owanta.
The data were analyzed by frequency analysis, t-test and one-way ANOVA.The
results showed that there were significant differences between 4P marketing
combination proposals with different tourists’ background.
1. There were significant differences
on the satisfaction level of 4P marketing combinations with different tourists’
background.
2. There were significant differences
on the satisfaction level of place and price combinations with different
tourists’ background.
3. There were significant differences
on various tourist characteristics with different tourists’ background.
4. There were significant differences
on the satisfaction level of place and price combinations with different
tourist characteristics.
According to the findings and
suggestions concluded by this marketing research, several marketing strategies
were provided to the administrative offices of Owanta in order to advance the
quality of domestic recreational forest
park
Key Words:Owanta National
Forest
達文西為了解人體結構，解剖30具屍體，他說：「為什麼我找不到靈魂？靈魂到底在那裏？」科學的理性讓達文西鉅細靡遺，藝術的感性讓他對人性產生悲憫，達文西知道「美」無法解剖。
論文的過程對在職生是痛苦的，純粹理性的訓練超乎長時間社會的歷練，於是乎教授們便倍增辛苦。
蔣勳說感性如河水，理性如河堤；河水如氾濫，便沒意義，用河堤來約束河水，才能好好運用這些水。
首先感謝何偉真、邊瑞芬 教授的指導，同時也謝謝考試委員楊明青、范振德 教授，更有多位關心的朋友傾力支持，沒有他們的幫忙，個人是無法完成這完全理性的研究；成功的確是掌握在他人的手上，只有透過一些人的助力，生命才能達成一個個設定的目標。
如同站在翹翹板中央，保持理性與感性平衡的力道是多少？有沒辦法用數據研究出來？河堤是否真能擋住河水？喜悅與難過的指數是幾分？美感的心靈觸動分數為何？說不定有一天科學都能提出研究的發現與結論。
奧修說，不要努力。朋友說：「不要努力比努力更要努力。」個人身兼數職自認為努力，也許是努力不對。但在整個論文的歷程中，對方法的運用仍有所啟發。
蕭鈴珍 謹致於大葉大學休管所
中華民國九十六年元月
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