行動通訊科技在節慶活動行銷之應用：以台中大甲媽祖國際觀光文化節為例

Application of Mobile Technology to Festival Marketing: A Case Study of Taichung County Dajia Matsu International Festival

蒯光武(Kuang-Wu Koai) ； 林佑徽(You-Huei Lin)

《休閒事業研究》 8卷1期 (2010/03) Pp. 97-113

https://doi.org/10.6746/LIR.201003_8(1).0006

摘要

隨著資通科技的進步及網際網路的普及，資訊科技在觀光旅遊活動中，扮演著愈來愈重要的角色。節慶在觀光旅遊活動中，具有短期發生、活動密集、變動性高等特色，這些特色使遊客對於節慶相關活動資訊的需求與掌握，更加殷切。本研究以台中縣大甲媽祖國際觀光文化節為個案，以次級資料分析法、深度訪談法與參與觀察法為研究方法，探討節慶活動如何運用行動通訊科技，提供資訊給遊客，並進行行銷推廣活動。根據本研究的結果發現：大型節慶活動規劃者利用資訊科技，有助於節慶之體驗行銷。以資通科技提供遊客即時、動態、完整、易得的旅遊資訊，此乃為節慶活動成功的重要關鍵。本研究最主要的貢獻在於指出，結合資通科技與文化觀光節慶，對於發展行動台灣及行銷地方特色，具有正面的效果，值得進一步提倡與推廣，以厚植我國休閒產業的競爭力。

關鍵字

節慶 ； 文化 ； 觀光 ； 體驗行銷 ； 行動通訊科技 ； 台中大甲媽祖國際觀光文化節

並列摘要

Along with the advance of communication technology and the popularity of internet, information technology is playing an increasingly important role in tourist activities. Among the various tourist activities, festival is characterized by its short-term, intense and volatile features, which give rise to visitors's demand and control of festival-related information. This study takes Taichung County Dajia Matsu International Festival as a case. Using Secondary Data Analysis, In-Depth Interview and Participant Observation as methodologies, this study examines the ways in which mobile communication technology is employed in the festival's marketing campaign and information provision. The major conlusion of this study points out, large festival activites as such should take advantage of information technology to facilitate experiential marketing. Moreover, the provision of timely, active, complete and accessible travel information through information technology is the basis for the success of religious festival as such. The convergence of information technology and cultural tourist activies has positive impacts on developing mobile Taiwan and marketing local culture. A combination of technology and culture as such deserves further promotion, so that the competiveness of leisure industry in Taiwan will be strengthened.

並列關鍵字

festival ； culture ； tourism ； experiential marketing ； mobile technology ； Taichung ； Dajia Matsu Festival