以地方行銷之視角解析苗栗縣的觀光發展之研究初探

A Preliminary Study on Analyzing the Tourism Development of Miaoli County from the Perspective of Local Marketing

袁鶴齡(Hao-Lin Yuan) ； 蔡瑋婷(Wei-Ting Tsai)

《休閒研究》 10卷2期 (2020/12) Pp. 1-18

摘要

本研究欲從地方行銷的角度，探討苗栗縣觀光發展的成效，研究方法採用深度訪談法，從政府公部門、民間私部門以及專家學者等三個不同領域切入，欲探討苗栗縣有哪些可以推廣創造經濟效益之處？其地方行銷有何特色？苗栗縣政府採取怎樣的地方行銷策略？苗栗縣遭遇的困境為何，未來發展策略又是什麼？研究發現如下：（一）苗栗縣創造觀光效益之處：1.苗栗縣旅遊特色區域及活動多元化，但缺乏整體串聯。2.公私部門對於觀光潛力點的認知不一，缺乏共識。（二）苗栗縣地方行銷特色：1.各鄉鎮特色鮮明，但無法產生外溢效果帶動周遭區域發展。2.宗教節慶活動雖具獨特性，卻無法有效帶動苗栗縣觀光發展。（三）苗栗推廣觀光之方式及成效：1.經費人力不足，影響行銷策略。2.國際慢城特色小鎮與綠色生態的路線，獲得遊客青睞。3.產官學界交流密切，卻充滿衝突矛盾。（四）苗栗縣觀光行銷之困境與未來策略：1.府際關係與公私部門整合困難。2.苗栗縣未來擬朝向深度旅遊、綠色經濟方向發展。政策建議，（一）組織策略面：1.規劃完善的交通運輸網絡。2.推出主力商品、培訓國際觀光人力。3.爭取外部資源挹注。4.強化整合跨單位合作。（二）行銷策略面：1.就可加強推廣的區域及活動進行深化及推廣。2.依客群區別行銷分流管道，並強化網路行銷宣傳。3.重新建立苗栗之品牌形象。4.應謹慎使用「免費」策略。

關鍵字

地方行銷 ； 苗栗縣 ； 觀光發展 ； 5P ； SWOT

並列摘要

The study aims to explore what area of Miaoli County can promote and create economic benefits. What are the characteristics of its local marketing? What kind of local marketing strategy does the Miaoli County Government adopt? What are the difficulties encountered by Miaoli County and what is the future development strategy? The findings of this study are as follows: (1) Where Miaoli County creates tourism benefits: 1. Miaoli County has diversified tourist areas and activities, but lacks overall linkage. 2. Public and private sectors have different perceptions of tourism potential and lack consensus. (2) Local marketing characteristics of Miaoli County: 1. Each township has distinctive characteristics, but cannot produce spillover effects to drive the development of the surrounding area. 2. Although religious festivals are unique, they cannot effectively promote the tourism development of Miaoli County. (3) The methods and effects of Miaoli''s tourism promotion: 1. Insufficient funding and manpower affect marketing strategies. 2. International slow city characteristic towns and green ecological routes are favored by tourists. 3. The industry, government and academia have close exchanges, but they are full of conflicts. (4) Difficulties and future strategies of tourism marketing in Miaoli County: 1. Difficulties in inter-governmental relations and integration of public and private sectors. 2. Miaoli County plans to develop in the direction of in-depth tourism and green economy in the future. Finally, policy recommendations are put forward, (1) Organizational strategy: 1. Plan a complete transportation network. 2. Launching main products and training international tourism manpower. 3. Get input from external resources. 4. Strengthen the integration of cross-unit cooperation. (2) Marketing strategy: Deepen and promote the areas and activities that can be promoted. Distinguish marketing channels based on customer groups, and strengthen online marketing.

並列關鍵字

Place Marketing ； Miaoli County ； Tourism Develop ； 5P ； SWOT