探討故事行銷與林園聚落文化觀光之關係

Explore the Relationship between Story Marketing and Cultural Tourism of Lin-Yuan Community

黃鼎倫(Huang, Ting-Lun) ； 黃嬿芬(Huang, Yen-Fen) ； 李虹叡(Lee, Hung-Jui)

《發展與前瞻學報》 4期 (2014/06) Pp. 1-19

https://doi.org/10.6737/JDP.201406_(4).01

摘要

本研究旨在探討透過故事行銷的方式，推廣林園的文化觀光，讓外來的遊客深入了解林園之美。研究者將調查盤點高雄市林園聚落具深度的文化資產與當地人文特色的風俗民情，進一步透過探討故事行銷的方式，具體整理出有效活絡在地產業與文化觀光的策略，最終期待能達成以下目的：具體統整林園聚落人文故事，盤點林園聚落文化資產與潛力社區產業並探討如何整合在地故事行銷，規劃林園聚落故事地圖與遊程。主要目的為討論故事行銷和文化觀光之關係，採用質性研究的方法作為分析的基礎，進行相關主題的探索調查。本研究主要結論如下：（一）結合人文故事，行銷在地文化：結合市府推動之假日觀光列車，辦理林園社區小旅行，海、山線一日遊，並且積極建立文化資產、自然生態資料庫，提供社區永續經營之基礎，讓民眾認知林園之美，營造友善健康城市的氛圍。（二）文化資產再利用結合辦理文化觀光活動：可以結合頂林仔邊派出所(林園歷史教室)作為地方文史導覽館及互動故事館。（三）社區文化產業再造：積極整合區內社區發展協會、農漁會等，結合文創行銷地方特色產業，並且配合節慶活動讓觀光客進行文化消費並帶動社區永續經營、創造價值與文化觀光行銷。

關鍵字

文化資產 ； 文化觀光 ； 社區產業 ； 故事行銷

並列摘要

This study is to promote the cultural tourism by marketing story related to Lin-Yuan. By doing that, there will be more visitors to appreciate the beauty of Lin-Yuan deeply. The researcher will collect investigate cultural heritage and the specialties of local culture in Lin-Yuan. Through the explore of marketing stories, the researcher can integrate the strategies to refresh local industries and cultural tourism to bring up the followings results: integrating the local cultural stories specifically, collecting the culture heritage and potential industrial in community, blueprint the map of local stories and traveling routes in Lin-Yuan. The research is based on qualitative research to analyze information I collected to explore the related substance. The main conclusions of this study are as followings: 1. Marketing local culture by combine nature and culture stories: To arrange daily local tours in Lin-Yuan along mountain and ocean by cooperating with city buses in Kaohsiung city. On the other hand, we can still establish a data bank which cover rich culture and nature heritage to provide a new vision of developing community. By doing that, people will value the beauty of Lin-Yuan and built a friendly and healthy atmosphere in the community we live. 2. Holiday activities of cultural tourism by resuming the culture heritage: Combinding historical sites, including Former Dinlinzihbian Police Station to provide places that can introduce the local history and organize the local stories and marketing the local culture positively. 3. Recreating the cultural industries: Having integrating Community Development Association and Agriculture and Fisheries a link with culture and creating industries to market the special industries in community, and tourists will consume in the festival activities held in community. That will benefit the development of marketing local cultural tourism.

並列關鍵字

culture heritage ； cultural tourism ； community industries ； story marketing