澳門旅遊廣告策略建構：以台灣為目標市場

Macao Tourism Advertising Campaign Strategy: Taiwan as A Target Market

吳雨藍(NG U-LAM)

指導教授 ： 鄭自隆

國立政治大學/傳播學院/傳播學院傳播碩士學位學程/碩士(2022年)

https://doi.org/10.6814/NCCU202200764

摘要

本研究透過研究澳門旅遊廣告訊息，以發展出具有普適性的澳門對台灣旅遊廣告策略指標。研究以Lasswell傳播模式為理論架構，以修正式德菲法進行調查，建構出具有專家一致性的澳門對台灣旅遊廣告策略指標體系，共包括五大構面，六十三項指標。
本研究發現，澳門政府部門應該建立除了「賭」以外的正面城市形象，企業單位積極開發博彩以外的業務作為廣告宣傳用途，增加適宜不同台灣旅客群的非博彩旅遊娛樂元素，以及讓旅客對澳門進行深度體驗的旅遊行程，為旅客提供在澳門舒適方便的旅遊體驗，結合澳門歷史文化輸出獨一無二的文化創意元素。

關鍵字

澳門旅遊廣告 ； 博彩旅遊 ； 文化旅遊 ； 文化創意 ； 廣告策略

並列摘要

Through the research on Macao tourism advertising campaign, the goal of this study is to construct a universal evaluation index system of the communication model for Macao tourism advertising campaign strategy in Taiwan. This study adopts the Lasswell Model of Communication as the theoretical framework and the modified Delphi method for research methods, to establish a consensus opinion among experts. The evaluation index system includes sixty-three assessment indicators for five aspects.
The study finds that Macao government departments should devote themselves to building a positive city image except gambling. Macao enterprises should engage in developing non-gambling entertainment elements and business for a different group of Taiwan tourists and advertisement campaigns, to allow Taiwan tourists to experience in-depth travel in Macao with a comfortable and convenient travel experience, and export unique cultural and creative elements within Macao’s history.

並列關鍵字

Macao tourism advertisement ； Gambling tourism ； Cultural tourism ； Cultural and creativity ； Campaign strategy

參考文獻

一、 英文文獻

Babin, B. J., & Harris, E. (2015). Consumer Behavior 7th edition. Stamford, CT: Nelson Education.

Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.

Chen, X., & Song Y. (2019). Analysis of Industrial Linkages of Macau Gaming Industry. IOP Conference Series: Earth and Environmental Science, 234.

Chen, Z.Y. (2018). A qualitative pilot study exploring tourists’ pre- and post-trip perceptions on the destination image of Macau. Journal of Travel & Tourism Marketing, 36(3), 330-344.f