地區行銷是近年作為活絡地方發展的重要途徑之一,新北投溫泉的資源特性與歷史背景讓其具有不凡的觀光魅力,但自北投廢娼之後,今日雖已轉型為健康泡湯的形象,但地方復甦的力道仍有不足,以致目前發展趨於平緩。 為了尋找振興地方溫泉旅遊產業的最適方案,本研究期望以地區行銷理論為基礎,透過文獻分析法以及深度訪談法,以SWOT分析架構探討該地區的優勢、劣勢、機會與威脅,並從四大策略組合中尋求其在觀光市場中的定位,進而參考日本溫泉鄉的發展經驗以及結合新北投的歷史文化發展地區行銷的6Ps策略(即產品、價格、通路、推廣、政策及夥伴)。 根據研究結果發現,面對國際遊客來台旅次的逐年攀升、大陸旅遊市場的廣大商機以及旅遊型態的逐漸改變,新北投溫泉區的地方特色-多元的溫泉資源與豐富的歷史文化使其具備發展國際溫泉觀光的潛力。是故,在未來的發展方向中,可將其定位為「溫泉保健、深度旅遊」的國際觀光區,在以日本、大陸遊客作為主要目標市場下,本文研擬六項地區行銷策略與提出八項政策建議供主政者作為地方施政的參考。
Place Marketing has been an important approach to prosper local development in recent years. The features of the resources and the background of Xinbeitou Hot Spring make it attractive in tourism development. Since prostitution was abolished in Beitou long time ago, the image of bathing has been transformed into health. But the strength of place recovery is still so insufficient that the current development is going flat. To find the optimal solution of revitalizing Xinbeitou Hot Spring tourism industry, this research treated the Place Marketing as a theory base. We make a SWOT analysis of Xinbeitou Hot Spring to examine the strength, weakness, opportunity and threat by using literature analysis and depth interviews. Beside, building the SWOT matrix can help us seek the position of Xinbeitou Hot Spring in the tourism market. Depending on this, we plan 6P strategies of place marketing (product, price, place, promotion, policy and partnerships) by referring to the experiences in Japan and integrating the history and the culture of Xinbeitou. According to the results, we can learn the statistic of international tourists travel Taiwan is increasing year by year, the ample business opportunities is in the Chinese tourism market, and the gradual change of travel types has been all over the world. Xinbeitou Hot Spring possesses distinct characteristics, including various kinds of Hot Spring, special history and culture that discovers the potential for developing international tourism. For this reason, we can regard Japan and China as a major target market. Moreover, based on this, we draw up six strategies of place marketing and bringing up eight recommendations for the policy and future researchers.