地方觀光產業行銷策略規劃之研究-以宜蘭烏石港地區為例

A Study of Strategic Marketing Planning for the Tourism Industry in Yi-Lan, Taiwan: A Case Analysis on Wu-Shih Port Area

鐘凰儷(Huang-Li Chung)

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(2013年)

摘要

本研究為宜蘭烏石港地區之個案分析，目的乃在探討烏石港地區之現狀與未來規劃發展之行銷策略規劃，並探討多元行動者對未來發展之期許，藉以瞭解地方觀光產業發展對地區所產生的影響，期冀帶動地方經濟發展。
因此，本文採取三種研究方法，包含文獻分析法、深入訪談法以及問卷調查法；訪談對象包含政府、業者與地方重要人士(共8名)。並利用策略規劃SWOT分析與行銷4P1C試圖找出烏石港地區的環境優勢、劣勢、機會與威脅，形成策略組合後再分析其通路、促銷、夥伴與政策策略，並利用遊客對烏石港地區的環境滿意度、旅遊型態與旅遊意願，進行烏石港地區之總體定位與相關設設施改善之建議。
本研究發現：
一、烏石港地區的多元行動者對於發展看法不一，公部門傾向商業化發展，地方居民與部分業者不傾向過度商業化發展，且訴求保有地方自然風貌與人文特色。
二、遊客對烏石港地區的旅遊環境，在軟體部分有高滿意度，但在硬體部分的則普遍不滿意，相關單位應加強改善硬體設施。
三、遊客型態以宜蘭縣以外之國內旅遊者居多，且因烏石港地區擁有多元化之遊憩遊程，故吸引之族群與年齡層非常的廣泛。
最後，依據量化與質化的實證結果，進行SWOT之矩陣策略分析，並對烏石港地區提出相關的政策建議與改善方案。

關鍵字

地方觀光、行銷策略規劃、烏石港

並列摘要

The government, in recent years, has ranked the tourism industry as one of the six emerging industries and arranged some measures to promote the industry. The case analysis is Wu-shih Port area of Yi-Lan; the purpose of the research is to explore the marketing strategy planning including the current status and future planning of Wu-shih Port; the research also aims to discuss multiple actors' expectation for the future development.
Three research methods were employed in this research including literature analysis, subjects’ interviews, and questionnaire survey. There were eight participants who accepted the interviews, included governmental officers, people in the industry, and heavyweights of Wu-shih Port. A SWOT analysis and the marketing theory of 4Ps1C were used in trying to discover the environmental strength, weakness, opportunity and threat of Wu-shih Port area, through these analyses, a strategy profile were established; and after strategy profile established, the analyses for Wu-shih’s place strategy, promotion strategy, partners strategy, and policy strategy were conducted as well. Tourists’ environmental satisfaction, tourism types, and tourism intention about Wu-shih Port area were investigated for an overall positioning and marketing strategy construction. The result of the research may help government to develop the tourism industry.
The findings of the research:
1.There were different opinions on the development of Wu-shih Port area among multiple actors; public sector tended to develop the region toward commercialization, however, local residents and parts of people in the industry disagreed with too much commercial development in Wu-shih Port area, and moreover, they urged to maintain Wu-shih’s natural scenery and cultural characteristics.
2.In terms of tourism environment in Wu-shih Port area, tourists gave a higher score to the software construction of Wu-shih Port area but gave a lower score to its hardware construction, the finding, to which the related sector or department should try to improve Wu-shih’s hardware facilities.
3.In terms of tourism types, most tourists visited Wu-shih Port area were domestic residents who came from outside of Yi-Lan County; in addition, Wu-shih Port area contained a variety of sightseeing tours that attracted a wide range of groups and tourists of all ages.
To sum up, according to quantitative and qualitative empirical results, the strategic matrix analysis of SWOT were performed; the related policy suggestion and improvement project for Wu-shih Port area were also raised

並列關鍵字

Local tourism, marketing strategy planning, Wu-shih Port

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