本研究以鳳山城慶系列活動為例,旨在從「利害關係人」觀點,探討透過節慶活動,發展文化旅遊,建構城市行銷之策略。 首先對利害關係人、文化旅遊、地方節慶、城市行銷及鳳山城之歷史,進行文獻資料回顧整理;然後蒐集次級資料,瞭解鳳山地區目前舉辦城慶系列活動、發展文化旅遊之現況,同時,依「利害關係人」理論及行銷策略擬定訪談大綱,進行深度訪談,以期瞭解鳳山地區相關利害關係人對鳳山藉舉辦城慶系列活動發展文化旅遊及城市行銷之態度及意見。 本研究結果期望在高雄縣市合併成為高雄新市之後,建構出可供地方政府或其他國內外城市參考,永續發展文化旅遊,並順利推展城市行銷策略之模式。
This research studies on the case of the Fongshan Anniversary activities, wishing to explore the cultural tourism development through local festival from the perspective of the stakeholders about city marketing strategies. First, this research started with documentary studies related to the issues about stakeholder, culture tourism, local festival, city marketing and history of Fongshan twon. Then, collect secondary data to understand the present status of the Anniversary activities and cultural tourism development in Fongshan City. By the mean time, carried on depth interviews according to the interview script based on stakeholder theory and marketing strategy in order to understand the perspectives of different stakeholders upon the issue about developing city marketing strategy and culture tourism through local festival in Fongshan area. This result wish to construct city marketing strategies for the local government or other cities around the world in developing sustainable culture tourism after the merger of the Kaohsiung City and Kaohsiung County.