- 學位論文
地方政府觀光旅遊網的行銷策略與網站績效之關係
A Study of the Relation between Marketing Strategy and Website Performance for Local Government Tourism
摘要
觀光旅遊已成為現今世界上各國最大的經濟來源之一，並且也是許多國家增加外匯收入的主要來源，交通部所發表的「二十一世紀台灣發展觀光新戰略」中提到，將打造台灣為「觀光之島」成為觀光政策的新目標，至2012年時則以「Taiwan-the Heart of Asia亞洲精華 心動台灣」及「Time for Taiwan 旅行台灣 就是現在」為宣傳主軸，再再顯示出中央政府對於觀光旅遊的推動是不遺餘力的。 本研究目的在探討地方政府觀光旅遊網的網站行銷策略，對於網站績效之影響，研究問題界定為：1.如何利用行銷推廣地方政府觀光旅遊網 2.探討地方政府觀光旅遊網主題活動與行銷策略之關係 3.探討行銷策略的推動對於地方政府觀光旅遊網績效之影響。 觀光產業一直被視為可帶動地方產業的經濟發展，而網際網路的無遠弗屆更是能帶動地方旅遊的能見度，因此各地方政府無不把建立觀光旅遊網視為最基本且必需要做的事情。本研究先分析西方及亞洲各兩大旅遊城市官方旅遊網網頁呈現以及行銷策略，再分析臺灣城市官方旅遊網的網頁呈現以及行銷策略，以個案研究及訪談的方式深入探討新北市觀光旅遊網改版後的行銷策略與網站績效，訪談對象包括新北市觀光旅遊局的政府官員以及活動承辦廠商，將訪談的資料分為觀光旅遊網、觀光旅遊網主題、觀光旅遊網主題活動三類，並且輔以網路活動舉辦期間網站的區間流量來進行分析，並提出幾項結論：1. 代表性的大型節慶活動可發展成為觀光品牌 2. 針對主題內容的特質提供不同的網路行銷 3. 運用社群行銷可帶來的事半功倍的效果 4. 主題活動的性質影響網路活動的舉辦方式 5. 網路活動可帶來廣大的效益 6. 行銷策略的成功有助於提升網站績效 7. 民眾的感受與地方政府網站的關係。 新北市觀光旅遊局在此次網站改版中，規劃設計月月有主題的方式將主題活動主題提供給民眾，並且舉辦網站活動的方式去行銷主題，在民眾的口碑以及效益皆反應良好，若能多舉辦網活動，且更加善用社群功能，強化與地方業者的合作與主題品牌化，應可強化民眾對於觀光旅遊網的忠誠度，且對於觀光行銷有加乘的效果。
並列摘要
Tourism is becoming one of the world largest economic profits for every countries; moreover, most countries gain most their foreign exchange from tourism. The Ministry of Transportation and Communication published “Taiwan's Tourism Development Strategy for the 21st Century” mentioned government is going to build Taiwan into the island of tourism for their new policy. Since 2012, government advertises tourism by using “Taiwan-the Heart of Asia” and “Time for Taiwan” as their main slogan. Those actions shows the government promotes the tourism as much as they can. The main purpose for this article is to investigate the promoting strategies for tourism network of local government. Regarding to the effect of network, the research is mainly discussing the usage of the advertisement to promote the tourism network for local government, the relationship between the events in tourism network for local government and the advertising strategies, and the effect of the advertising strategies promoting to tourism network for local government. Tourism has always been believed to be the local poverty that helps the economy growth, and the local tourism can be promoted through internet to worldwide. As a result, local government builds up tourism network as the main and basic achievement. The research first analyzes the appearance and advertising strategies for the official tourism network in western and Asian cities, and then the city in Taiwan. The research uses one case to analyze the advertising strategies and website achievement for New Taipei City tourism network after changes into new version and interviews the government officials and the businessmen who offer the activities. The interviewed profile can be spread into tourism network, thematic tourism network, and thematic activities of tourism network. By analyzing the interval website traffic during the internet activities, it can be concluded that the typical holiday activities can become tourism brand, the thematic content provides the different internet marketing, using the social network can bring the improvement of promotion, thematic activities can affect the organize way for internet activities, internet activities can bring a huge profit, the success of advertising strategies can help the website improvement, and people can feel the relationship with the local government website. While the New Taipei City Tourism Bureau changes the website into new version, it planned thematic activities to public every month. Moreover, local government holds internet activities to promote theme which had well response from people. If government can hold more internet activities, use more social network, strengthen cooperation with local industries and brand the themes, it can strengthen the loyalty for tourism network, and advertise the tourism.