不同節慶活動與地方行銷策略之探討

Study on Place Marketing Strategy of Festival Tourism Activity

劉志鈺(Chih-Yu Liu) ； 張志青(Chih-Ching Chang)

《明道通識論叢》 7期 (2009/12) Pp. 91-108

https://doi.org/10.6954/MJGE.200912.0091

摘要

交通部在2001年提出，各地方以辦理地方節慶活動方式，振興國內休閒產業，創造就業機會，並結合公家部門及民營觀光資源、在地農產品，各地方必須主動爭取公家資源以及結合當地之天然、人文之特色，以獲得更佳的競爭優勢，藉由地方行銷突破地方現況的發展困境。地方如何加強行銷，作好目標、分析、規劃、執行、評估等專業化「行銷管理」過程，政府公家部門所扮演的功能及角色相當重要。
優質的節慶活動能爲地方帶來人潮、錢潮，而較差的活動內容反而會造成遊客滿意度的下降，對地方則反而會產生負面評價。所以在規劃節慶活動時的包裝以及使用適當的行銷策略相形之下就顯得相對的重要。節慶活動不但具有高度群聚遊客能力，同時能提高地方知名度，建立市場定位，以增加遊客對當地的旅遊意願。本研究主要採用文獻整理分析法，歸納出目前台灣較爲熱門之地方節慶活動舉辦之概況，可供未來台灣民間想要舉辦節慶活動時之借鏡。

關鍵字

節慶活動 ； 地方行銷

並列摘要

In order to invigorate regional agriculture, provide job opportunities, and to hold festivals, The Tourism Bureau integrated sightseeing resources, regional agricultural products and tour itineraries to bring in people Taiwan. Festivals can enhance place image, bring in tourists, create business and of course beef up economic development.
Improving the place marketing to increase the development and the competitiveness of the place becomes the urgent goals for the big cities in the world. The local government takes an important role in the procedure of professional marketing management including targeting, analyzing, planning, checking and evaluating.
Festival is a very popular destination marketing strategy for many local governments, mainly because festival is an effective strategy to attract many visitors. and to build destination positions.

並列關鍵字

Festival ； Place marketing