喧鬧後的平靜－從文化行銷看地方觀光價值之延續：節慶活動的個案分析

近年來國內各地方紛紛利用發展地方文化特色以尋求地方再發展的新契機，而其中利用地方節慶活動亦逐漸成為地方行銷最主要的策略。但由於國內大多數之節慶活動主要為政府部門所舉辦，因此節慶活動往往變成一項活動結束後，在過程中所希望塑造的文化、觀光價值亦隨之消失，無法有效延續，種種問題即成為本研究之主要議題。本研究利用文獻分析以及個案分析相互進行研究工作，並提出相關結論。發現地方文化行銷應採長期規劃、持續推展的方式進行，並應有效整合在地特色與文化作為行銷的主題。此外，亦須轉換地方文化產業化，為地方持續的創造獨有的文化與觀光價值。

關鍵字

地方行銷；觀光價值；文化價值；節慶

並列摘要

In recent years each place in Taiwan successively seeks new opportunities for local re-development by developing local cultural characteristics, which gradually uses local festivals as the most important part of marketing strategy. However, most of festival activities are organized and host by government departments such that the culture and tourism values expected to be modeled are frequently vanished with a lack of continuity after an event and, thus, this and other related problems become the main topic of this study. In this study literature review and analysis of case study are utilized and the conclusion is shown. The result shows that the local cultural marketing should sustainably perform with a long-term plan and effectively integrate the local characteristics and culture as a marketing theme. In addition, the change of local cultural industry is needed in order to sustainably create unique culture and tourism value for a place.