臺中爵士音樂節對城市行銷與觀光發展之影響

The Impact of Taichung Jazz Festival on City Marketing and Tourism Development

鍾婉琪(Wan-Chi Chung)

指導教授 ： 李碧涵

國立臺灣大學/社會科學院/國家發展研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.01460

摘要

本文將以臺中爵士音樂節作為個案研究，探討城市行銷策略如何促進城市觀光產業的發展以及成效，並將在地的臺中爵士音樂節行銷到國際舞臺。冀望提供給主辦單位日後在舉辦節慶活動以推廣城市行銷之規劃參考用。本研究針對「主辦單位（政府單位）」、「表演樂團」、「活動聽眾」、「未參加之民眾」、「周邊產業」等五類深度訪談調查對象進行質性分析，質性問卷訪問對象共7份，半開放式問卷訪談共42份，共計49份。
質性訪談資料具體分析要素內容為，本研究根據Kotler之城市行銷四大策略及文獻探討，建構出之城市行銷階段，包括：審查、確立吸引因素、辨明主要競爭者、掌握主要趨勢和發展、找出主要問題、建立願景和目標、制定策略等七階段；其次，透過上述等五類深度訪談調查對象資料進行分析，最後歸納出臺中爵士音樂節對城市行銷及臺中城市觀光發展所帶來的影響。
研究結果發現可分為城市行銷策略四大部分，首先形象行銷的部分，即爵士樂的分佈和提倡於臺中市仍不夠密集，當談到臺中並不會聯想到爵士音樂節，不像一提到墾丁就會馬上聯想到春吶。因此，若要將臺中應運爵士樂的主題，而打造使爵士樂成為主題最鮮明的城市時，就必須朝爵士樂的方向去規劃；其次吸引力行銷的部分，在吸引國外觀光客的部分，本研究發現外國觀光客來臺灣並不會特別想要來聽爵士音樂，因爵士音樂在西方國家發展得較為成熟，本研究建議可將爵士音樂節搭配至觀光旅遊路線中，發展主題旅遊配套措施，從景點本身、結合臺中爵士音樂節活動、延伸至交通接駁、餐廳、甚至飯店等的相關資訊結合進來，成為一完整的主題觀光旅遊路線，以吸引更多的國外觀光客參與爵士音樂節；再者為基礎建設行銷的部分，活動舉辦期間，因汽車及機車需求量大，受訪者活動聽眾皆一致反應車位不足的問題。因此，基礎建設行銷的部分仍需加強；最後為人員行銷的部分，前臺中市長胡志強提出的口號「文化、經濟、國際城」亦是臺中市發展的目標。為了因應此城市定位，臺中市政府規劃適合的草地綠地空間、發展文化藝術與休閒的場所，進而推動城市文化產業，也帶動了觀光效益。

關鍵字

城市行銷 ； 臺中爵士音樂節 ； 節慶活動 ； 城市觀光 ； 城市品牌定位

並列摘要

This thesis, as a case study, aims at investigating the Jazz Festival of the Taichung City. Not only does it explore how this city uses a marketing strategy to promote the development and effectiveness of its tourism industry, but it also tries to internationalize the local Jazz Festival. It is hoped that the findings of this research could offer some suggestions for the organizer (the city government) to host future festival activities and promote city marketing plan. This research focuses on the following five types of interviewees: “the organizer (the city government),” “the performance orchestra,” “the live audience,” “the non-participants,” and “the periphery industry.” An in-depth qualitative analysis of the survey of these interviews is conducted. A sum of forty-nine questionnaires—seven qualitative and forty-two semi-open—are given to the interviewees.

The content of the qualitative interview materials is analyzed thoroughly. Seven stages of city marketing are constructed in accordance with Kotler’s four major city marketing strategies and relevant literature reviews. They include: to censor, to ascertain the attraction factors, to distinguish primary competitors, to master the major trend and development, to find out the main problems, to establish vision and objective, and to formulate tactics. Next, the materials from the interviews are analyzed by means of the afore-mentioned five stages. Inductively, the Jazz Festival has a strong and positive effect on the Taichung City’s marketing and development of tourism.

Four marketing strategies are found from the result of this research. First, regarding “the image marketing,” the distribution and promotion of the Jazz Festival in the Taichung City are by no means intensive. Whereas people usually would not associate the Jazz Festival with the Taichung City, they would easily associate the “Chun Na” with Kenting. Therefore, if the Taichung City wants to make the Jazz Festival as a theme festival and distinguish it as a major activity, its planning should gear towards the direction of the Jazz music itself. Second, as far as “the attraction marketing” is concerned, this research discovered that foreign tourists visit Taiwan not solely for attending the Jazz Festival since Jazz has been fully popularized in the Western countries for a long period of time. The findings of this research also suggest that to increase foreign visitors’ engagement and participation, the Jazz Festival should be paired up with the tourism itinerary to develop a complete package which is composed of relevant information including tourist spots, transportation linkage and routes, restaurants, and hotels. Third, referring to “the infrastructure marketing,” sufficient automobiles and motorcycles should be provided at times of the Jazz Festival. In addition, the participants being interviewed unanimously complained about insufficient parking spaces. Consequently, the staffs responsible for “the infrastructure marketing” should figure out how to solve the parking space problems. Finally, the marketing staffs should work closely with each other so as to develop the city “culturally, economically, and internationally,” a target proposed by the Taichung City Mayor Wu Chi-chang. The positioning of the Taichung city requires its government administration to plan to cultivate more spacious green areas, and develop arts, culture, as well as leisure districts. In so doing, it also can promote the city culture industry and tourism.

並列關鍵字

City Marketing ； Taichung Jazz Festival ； Festivals ； City Tourism ； City Brand Positioning

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