鹿港桂花巷藝術村觀光行銷策略之研究

本研究旨在調查鹿港桂花巷藝術村之發展現況及文化觀光供需面的發展方向，並探討其觀光行銷之強化策略。鹿港桂花巷藝術村，原為日治時代的日式宿舍，於2009年修建完成並轉化為藝術工作坊，藉由藝術家的進駐與有效的營運，發展「藝居共生」的環境特色與精神。本研究利用質化與量化兩種方式，首先以半結構式深度訪談法進行鹿港桂花巷藝術村現況調查，以訪談4位當地相關人員之結果設計問卷，再以鹿港桂花巷藝術村遊客為調查對象，應用4P行銷組合理論，進行實地問卷調查。回收有效問卷381份經資料整理後，以SPSS 20.0套裝軟體為工具，採用描述性統計、獨立樣本t檢定、單因子變異數分析、IPA分析法、與成對樣本t檢定對行銷策略進行研究分析。研究結果顯示：再訪意願佔95.3%、推薦意願佔96.1%；而12個變項中，性別、年齡、教育程度、婚姻狀況、職業、交通工具、與誰一同、居住地點、旅遊花費、來訪次數在重要程度及表現程度上均無顯著差異，但再訪意願、推薦意願在表現程度上對4P構面（產品、價格、通路、推廣）均有顯著差異；重要程度由高至低依序是推廣、產品、通路、價格，表現程度由高至低依序是產品、推廣、價格、通路；以成對樣本t檢定來分析重要程度與表現程度上的差異，表現程度皆低於重要程度，且皆有顯著差異存在。最後，本研究以4P構面提出相關策略，以期有助於提昇該藝術村之觀光行銷。

關鍵字

文化創意產業；藝術村；觀光行銷；重要-表現程度分析

並列摘要

This study aims to investigate the trend of cultural tourism supply and demand, and the development situation of Lukang Osmanthus Alley Artist Village. Furthermore, to explore the strong strategy of its tourism marketing. Lukang Osmanthus Alley Artist Village, the former Japanese-Style dormitory of Japanese colonial era, which repaired, built and converted into art workshop in 2009. Due to the artists' presence and effective operation, it’s develop the spirit and environmental feature of "Art Cohabitate". In this research, we have qualitative and quantitative. First, using semi-structured interview to investigate the current situation of Lukang Osmanthus Alley Artist Village. And design the questionnaire by the results of interviewed with four local relevant personnel. Then apply 4P Classification Marketing Theory to investigate the tourists by this questionnaire. After arranging the 381 valid questionnaires, we use the software, SPSS 20.0, as a tool, to analyze the marketing strategy by using Descriptive Statistics, Sample t-test, ONE-Way ANOVA, IPA (Important-Performance Analysis), and Paired t-test. The study results show as below: Willing to visit account for 95.3 percent. Willing to recommend account for 96.1 percent. For the 12 variables, gender, age, education, marital status, occupation, vehicles, who live together, residence, traveling expenses, and visiting times are no obvious difference in the importance and performance. But for the 4P facets (product, price, place, promotion) are different in the performance of willing to revisit and recommend. For the importance from high to low is promotion, product, place, and price in sequence, and for the performance is product, promotion, price, and place in sequence. Using Paired t-test to analyze the importance and performance, there are obvious difference in that the performance is lower than the importance. Finally, this research use 4P facets to propose relevant strategies, and hope it's helpful to improve the tourism marketing of the artist village.