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  • 學位論文

企業推動地方觀光發展行銷策略之研究 ∼以彰化縣永靖鄉頂新文化園區為例

Marketing Strategies for Local Tourism Development by Enterprises ~A Case Study of the Ting-Hsin Cultural Park in Yungching Township, Changhua County

指導教授 : 徐世勳
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摘要


有鑑於台灣農村在全球化過程中與經濟結構改變下,日漸沒落的窘境,頂新國際集團秉持「一鄉一企業」回饋社會的理念,以企業的財力和行銷經驗來推動地方觀光發展,藉文化觀光吸引人潮,活化地方經濟。 本研究以康師傅的故鄉─頂新文化園區為研究對象,探討推展觀光的行銷策略。透過文獻探討,深度訪談與焦點團體座談等研究方法,並運用SWOT分析,確立文化園區定位,建構行銷策略,以提供頂新國際集團或地方政府發展觀光之參考。 經由本研究發現:一、頂新文化園區,是彰化縣與永靖鄉發展觀光與吸引陸客的新契機。二、頂新文化園區展現在地文化與產業價值,深具文化觀光潛力。三、頂新國際集團雖體認下一波的競爭力在文化,但執行單位層級太低,不利於文化實力之厚植。四、缺乏基礎建設行銷策略,影響未來地方觀光發展。最後根據上述探討與發現,提出以下的建議:一、彰化縣政府方面:(一)成立跨局處專案組織,協助地方改善基礎建設,以利推動觀光發展;(二)整合彰化縣觀光資源,建構地方形象,加強城市行銷。二、頂新國際集團方面:(一)加強社區居民溝通,鼓勵社會參與,推動企業、政府、民眾合作,共創三贏;(二)設立文化創意產業事業群,提升執行單位層級,厚植文化競爭力;(三)加強觀光產品之研究發展與員工教育訓練,以利永續發展。

並列摘要


On account of the gradual recession of Taiwanese villages resulting from globalization and the transformation of economical structure, Ting-Hsin International Group, with the idea of “one township, one enterprise,” propels the development of local tourism under the support of the enterprise’s finances and marketing experience, aiming to attract tourists and animate local economy through cultural tourism. This research focuses on Ting-Hsin Cultural Park, which is situated in the hometown of Master-Kong, and investigates the marketing strategies for developing tourism. Through the methodology of literature review, in-depth interview, focus group interview, and the analysis of SWOT, this research seeks to establish the position of the Cultural Park and construct the marketing strategies for the reference of both Ting-Hsin International Group and local government while developing tourism. The results of this research are as follows: First, Ting-Hsin Cultural Park is a new opportunity for Changhua County and Yongjing Township to develop tourism and attract tourists from China. Second, Ting-Hsin Cultural Park demonstrates local culture and industrial value, and owns the potential for cultural tourism. Third, though Ting-Hsin International Group has been convinced of the fact that the competitiveness of the near future lies in culture, the rank of the executive unit is comparatively low, and it gives rise to disadvantages in deepening the essence of culture. Fourth, the government lacks the marketing strategy of fundamental construction, which might influence the development of local tourism of the future. Finally, based on the investigations and findings mentioned above, the following suggestions are proposed. First, suggestions concerning Changhua County Government are: (a) establish a cross-bureau organization to help local governments improve the fundamental construction so as to develop tourism; (b) integrate the tourist resources of Changhua County, build the image of the local township, and reinforce city marketing. Second, suggestions concerning Ting-Hsin International Group are: (a) intensify communication with the community, encourage social participation, and impel the cooperation among industries, government, and common people in order to create an three-way win situation; (b) found a department for culture and creativity industry, promote the rank of the executive unit, and strengthen cultural competitiveness; (C) elaborate the research on tourist products and improve the staff’s education and training to attain sustainable growth of the enterprise.

參考文獻


江彩禎,2002。「地方經濟發展推動機制之探討-以推動觀光發展為例」,國立成
張譽騰譯,1988。「博物館的法律定義」,博物館學季刊,第2卷第2期,p.6。
池茂賓,2008。「城市發展文化創意產業潛力之研究-以文化展演設施產業為例」,
邱舜桃,2009。「永靖地區居民觀光發展衝擊認知及參與態度之研究」,大葉大學
林建煌,2008。「行銷管理」,華泰文化事業股份有限公司。

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