節慶活動觀光行銷策略之研究—以宜蘭國際童玩藝術節為例

Tourism Marketing Strategies of Festivals—A Case Study on I-Lan International Children’s Folklore and Folkgame Festival

駱桂珍(Kuei-Chen Lo)

指導教授 ： 張世賢

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2008年)

摘要

近年來，從社區、商業團體，到地方政府、中央政府，紛紛推出各式各樣的觀光節慶活動，以凸顯和提升自身的知名度。為了振興地方產業，各地方政府更視推廣節慶觀光為開發經濟的妙方。在眾多的節慶活動中，「宜蘭國際童玩藝術節」可謂第一品牌，是最具指標的代表性活動，然而舉辦了十二年的童玩節，卻宣布2008年起暫停辦理。本研究以童玩節為個案，從各面向探究其停辦原因，並對宜蘭觀光產業環境進行SWOT分析，探討其優勢、劣勢、機會和威脅，以節慶活動觀光行銷4P與政策行銷6P組合為主要研究內容，依據相關文獻及深度訪談結果，綜合歸納與分析，根據研究結果提出建議，以供主政者參考。
本研究之行銷策略建議如下：
壹、對童玩節行銷策略的建議
一、童玩節必須結合地方人文特色，並且編列開發創意產品之經 費，投注成本塑造創意。
二、審慎研討價格訂定標準，並制定活動園區內業者價格規範機制。三、加強園區動線、導覽與環境維護。
四、拓展國際行銷。
五、強化夥伴關係並建立旅遊業者等級評鑑制度。
六、童玩節活動的指揮和決策系統應脫離政治的影響。
七、中央政府應建立評核機制，對於績效良好的節慶活動給予經費補助。
八、建立國際民俗舞蹈資料庫。
九、積極籌建童玩公園，客觀條件成熟恢復舉辦童玩節。
十、重新定位宜蘭國際童玩藝術節為文化性公益活動。
貳、對宜蘭縣辦理觀光節慶活動行銷策略的建議
一、產品—以文化加值、搭配優雅美食並將「創意」與「在地」之間相互形構，吸引遊客充分體會宜蘭之美。
二、價格—以價值換取價格。
三、地點—善用環境、交通優勢，作好相關配套措施。
四、促銷—強調宜蘭整體「樂活與慢活」意象。
五、夥伴—結合社區以及民間的力量共同合作辦理節慶活動。
六、政策—成立觀光旅遊局作國際級觀光規劃、強化基礎建設爭取舉辦大型博覽會、激勵公務體系開拓全球化視野。

關鍵字

童玩節；節慶活動；觀光行銷策略；政策行銷

並列摘要

In recent years, community, business organizations, local and central government constantly hold all kinds of events and activities for celebrating holidays and promoting tourism in order to distinguish and improve their popularity and reputation. For energizing local industries, every local government considers holiday and tourism promotions are the best ways to develop local economy.
Among numerous holiday celebration events, “I-lan International Children’s Folklore and Folkgame Festival” can be called the number one event in Taiwan. After twelve years of being the most representative event, the festival was temporarily ended in 2008. Using a case study of Children’s Folklore and Folkgame Festival, this study intends to investigate from several perspectives concerning the causes of suspension and to explore advantages, disadvantages, opportunities, and threats based upon the environment of I-lan tourism industry for SWOT analysis. Major research contents include the combination of 4P of holiday event and tourism marketing and 6P of the policy marketing. According to literature review and depth interview, data were analyzed and several suggestions are concluded based on research results for future references of the policy makers.

Marketing strategies suggested in this study include:

1. Marketing strategies suggestions for Children’s Folklore and Folkgame Festival include:
1) Children’s Folklore and Folkgame Festival must contain local culture and characteristics; budgets for the cost of event expenses have to be appropriated for the development of creative merchandise.
2) Carefully set the criteria for event cost; establish a mechanism of price standard for event coordinators who operate the festival.
3) Strengthen event schedule and route, tour guide, and environment maintenance.
4) Explore the possibility of international marketing.
5) Strengthen partner relationship and establish a system for the certification of tourism business.
6) The event coordinator and decision-making system of Children’s Folklore and Folkgame Festival shall entirely avoid political influences.
7) Central government shall establish an evaluation mechanism to sponsor good quality holiday festival or celebration.
8) Establish an international folklore dancing database.
9) Actively prepare and build up Children’s Folklore and Folkgame Park; restore the celebration of Children’s Folklore and Folkgame Festival when the objective conditions are proper.
10) Re-position I-lan International Children’s Folklore and Folkgame Festival as a cultural public interest event.

2. Marketing strategies suggestions for holiday festival and tourism activities in I-lan.
1) Product – With value-added culture and elegant eatery, “creative” and “local” concepts mutually take shape to construct a beautiful I-lan for tourists to enjoy.
2) Price – Value is more important than price.
3) Place – Use environmental and transportation advantages for better collaboration in event measures.
4) Promotion – Focus on the image of “Lohas and easy life” in I-lan.
5) Partnership – Join efforts from community and local people to hold holiday events and celebration.
6) Policy – Establish travel and tourism bureau for an international tourism planning; strengthen fundamental construction to hold a grand exhibition; motivate officials in public sector to have and explore a global vision.

並列關鍵字

Children’s Folklore and Folkgame Festival； Holiday festival and celebration； Marketing strategy for tourism； Policy marketing.

參考文獻

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高俊雄（1996），〈 觀光旅遊區經營開發之規劃與推動〉，觀光管理學報。

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