從城市行銷策略分析我國運動觀光發展之探討

Analysis of Sport Tourism Development in Taiwan with the View of Urban Marketing Strategy

陳德璘(Te-Lin Chen) ； 方信淵(Shin-Yuan Fang)

《運動知識學報》 7期 (2010/08) Pp. 192-200

https://doi.org/10.29596/BGYY.201008.0018

摘要

由於我國成功舉辦2009高雄世界運動會(The World Games 2009 Kaohsiung)、2009台北聽障奧運會(The 21st Summer Deaflympics Taipei 2009)，對我國運動發展而言是一次重大突破，不僅，增加我國在國際上的能見度，同時，對於我國運動觀光產業的發展來說，更是注入一劑強心針。另一方面，在全球一遍紅海嗜血較勁的時代，城市之間的競爭呈現白熱化，不可避免的，我國必須面臨這波全球化的挑戰。本文主要之研究目的為（一）探討我國近年觀光休閒政策之發展趨勢，（二）運動觀光於城市行銷中所扮演的角色；研究方法：本文採內容分析法，主要以台灣之觀光政策發展與城市行銷、運動觀光之相關文獻進行分析；研究結果：（一）經整理近年我國觀光政策發展趨勢，不難發現，我國觀光政策仍以名勝古積、風景、地方觀光及生態旅遊……等相關計畫為觀光主體，（二）城市行銷其目的，在於運動與城市有關的一切人事物能結合為一，讓遊客期待能夠前往欣賞比賽及參觀體育館，甚至實體驗運動的可能性。因此，在運動賽會結束後，除了賽會場館的維護及永續經營之外，如何搭配觀光宣傳打造城市行銷的魅力，將運動觀光納入城市行銷的一部份，形成觀光政策宣傳上一個強而有力的產品，格外值得注意與思考。

關鍵字

運動觀光 ； 城市行銷 ； 觀光政策

並列摘要

Due to The World Games 2009 Kaohsiung and The 21st Summer Deaflympics Taipei 2009 were hold successfully in Taiwan, it is definitely a breakthrough for Taiwan's sport development. Not only increasing Taiwan's visibility in the world, but also assisting Taiwan's development of sport for the tourism industry. On the other hand, the world that we live is highly competing; it is inevitable for every cities to compete each others. No doubt, Taiwan has also to face this challenge of globalization.This study aimed to: (1) a discussion of the development trend of leisure tourism policy in Taiwan; and (2) the role of sport tourism in the urban marketing strategy. Methods: this study uses the content of analysis; mainly to analyze the literature of Taiwan tourism policy development and city marketing, sport tourism. Results: (1) After having finished Taiwan's tourism policy development in recent years, it is not difficult to discover that the main policy of tourism is still including ecotourism, landscape, local tourism and famous ancient plot; and (2) The purpose of marketing the city is all about sports, people and things; the city can come together as one. Allowing all visitors to enjoy the games and look forward to visiting the gym, even the possibility of real experience of movement.Therefore, when the sport event was over, except for the stadium of maintenance and sustainable management of sports facilities, how to work with the tourist promotion, and building with the charm of the city marketing will become one part of city marketing. It is noteworthy and thinking to format the tourism policy and advocate a powerful product.

並列關鍵字

sport tourism ； urban marketing ； policy of tourism