- 學位論文
台東元宵節炮炸寒單爺活動意象行銷之研究
Research on the Image Marketing of Bombing Handan in the Taitung Lantern Festival
摘要
地處台灣東部的台東縣，一直以來因地形封閉、交通不便等等的因素，在經濟文化等方面一直處於相對弱勢的情況，如能藉由觀光節慶活動的推展，成為都市發展的重要助力，是台東地區發展的重要課題。而近幾年來台東「炮炸寒單爺」的元宵節活動，已逐漸與大溪的放天燈、鹽水的峰炮齊名，而有了「北天燈、南鋒炮、東寒單」的說法，若以單一慶典而言，炮炸寒單爺的活動絕對是台東最重要的觀光慶典活動。 本研究採用個案研究法，以多元的方式藉由對台東「炮炸寒單爺」元宵活動的研究，來了解觀光慶典活動所傳達的意象，如何影響活動的舉辦，並經由6P 的行銷組合分析，更近一步的了解意象的塑造如何進行節慶活動的行銷整合推廣工作，這樣的研究成果將能成為相關節慶活動在制定行銷策略時的參考。研究發現，在意象傳達部份，應將寒單爺由「流氓神」導向「武財神」，強化寒單爺在文化意象上的表現，其行銷策略方能具整體性與前瞻性。台東炮炸寒單爺在意象行銷方面，如能保存特有的文化傳統與藝術價值，才能增加當地觀光開發及經濟效益。此外，要讓「炮炸寒單爺」意象行銷得以成功，需透過居民的認同、公部門強力介入與行銷，主協辦單位能整合資源，才能在有限資源的情況下達成觀光節慶活動舉辦的用意。
並列摘要
Located in the East Taiwan, Taitung has been under-developing economically and culturally due to circumstances like inaccessible location and inconvenient traffic. Promoting tourism and festival activities to advance city development is therefore a significant method to advance the development of Taitung. Bombing Handan at the Lantern Festival in Taitung has become as renowned as Dasi Sky Lantern and Yenshui Beehive Fireworks, known as the ‘Sky Lantern of the North, Beehive Fireworks in the South, and Bombing Handan in the East.’ Bombing Handan is definitely the most important festival tourism activity in Taitung. This research employs case study method which multiple research methods. By investigating Bombing Handan in the Lantern Festival in Taitung, this research attempts to understand the image conveyed by festival tourism activities. It utilizes 6P marketing mix analysis to further probe how to conduct integrated marketing promotions in festival activities by image construction. Research result like this one can serve as a reference in designing marketing strategies for festival activities. The research finds in the image transmission section, the image of Handan should be converted from ‘gangster god’ to ‘war fortune god’ to reinforce the positive cultural image of Handan, accomplishing and maneuvering its marketing strategy. To enhance local tourism development and economic impact, Bombing Handan in Taitung needs to conserve its special cultural tradition and artistic values. In order for the image marketing of Bombing Handan to be appreciated, it requires citizen dedication, public sector intervention and marketing, and resource coordination by the organizer and co-organizer. It is the best way to realize the goal set for the festival activities with limited resources.