陽明山國際觀光行銷策略之研究

International Tourism Marketing Strategy Research of Yangmingshan National Park

馬慧珊(Hui-Shan Ma)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2011年)

摘要

有鑒於觀光發展是各國認為最有經濟效益的產業，臺灣若能將其妥善規劃，擬定正確的行銷策略，不僅在國際形象上大大加分，國內各項的經濟產值也將隨之高漲。馬總統更在「當前總體經濟情勢及因應對策會議」中將觀光旅遊列為政府重點推動之6大新興產業之一。以『國家公園』之名行銷臺灣，對於國家形象的提升，幫助臺灣登上國際舞台來說，是非常有助益的。

談及國家公園最讓人印象深刻就是美國的黃石國家公園以及日本的富士山，而我國的八個國家公園有哪一個是可讓國外遊客念茲在茲，深深難忘的呢？本研究將以最鄰近臺北都會區的陽明山觀光資源網絡作為個案，藉由文獻分析、個案背景、SWOT分析及國際行銷理論建構出分析陽明山的2CBE國際行銷模式（即品牌行銷（Brand Marketing）、事件行銷（Event Marketing）、跨域治理（Cross Broundary Governance）及國際遊客（Customer）），並透過此模式進行深度訪談瞭解該區目前觀光遊憩資源現況及所面臨的問題，並進而對其進行品牌定位，再探尋國外的國家公園管理行銷方式可借鏡之處，試圖建構出一套適合陽明山國際觀光的行銷策略，期許陽明山觀光資源能夠在兼顧生態環境資源之保育下又能夠充分的發揮寓教於樂的觀光遊憩功能，並在國際間留下知名印象，為臺灣加分。

本研究提供6項政策建議供主政者參考，分別為：
1.跨域合作共識之建立與落實。2.建置優質軟硬體遊憩資源。
3.規劃季節特色套裝旅遊行程。4.培育多元國際觀光行銷人才。
5.架構資源整合行銷平台並成立國際遊客服務中心。
6.國際行銷策略之研擬。

關鍵字

國際觀光行銷、陽明山國家公園、SWOT分析

並列摘要

Tourism development is the industry that is considered to have the most economical beneficial result by all countries. Therefore, by executing appropriate marketing strategies, and the right marketing strategy to promote tourism, our international image will be greatly improved and the domestic economic output will also increase. In The Current Overall Economic Situation and Countermeasures Meeting, President Ma has listed tourism as one of the 6 major industries the government will promote. The unique and extremely beneficial marketing strategy with a focus on “national parks” will both enhance Taiwan’s international image and place Taiwan in the spotlight in front of the global community.

The most well-known national parks in the world are Yellowstone National Park (U.S.A.) and Mount Fuji (Japan). Yet, which of our 8 national parks are the most memorable and unforgettable for tourists? This research will be based on the tourism resources network of the park closest to Taipei City, Yangmingshan National Park. Through literature analysis, history, SWOT analysis and international marketing theory, 2CBE International Marketing Mode (Brand Marketing, Event Marketing, Cross Boundary Governance and International Customers) is established to analyze Yangmingshan National Park. Also, through this mode, in-depth interviews were carried out to understand the current tourism resources situation and problems it faces. Furthermore, management marketing strategies of national parks overseas were observed to help brand-position Yangmingshan National Park, thus seeking to construct a set of tourism marketing strategies suitable for Yangmingshan National Park in hope to fully utilize the park for its educational and entertainment values while conserving its natural ecology and aesthetics.

The following 6 policy suggestions are provided by this research and can be served as a reference for policy-makers:
1. The establishment and implementation of cross-domain cooperation consensus. 2. The designation of high-quality software and hardware recreational resources. 3. The designs of tour packages complimentary to seasonal specialties. 4. The training of international tourism marketing professionals. 5. The establishment of an integrated marketing resource platform and an international tourist service center. 6. The study of international marketing strategy development.

並列關鍵字

International tourism marketing, Yangmingshan National Park, SWOT analysis

參考文獻

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