觀光虛擬代言人與城市行銷關鍵成功因素之探索研究

近年來觀光產業快速發展，旅客在旅遊地點的選擇上變得更加多元，城市為了吸引觀光客前往當地旅遊開始進行各式的城市行銷，而在眾多的城市行銷方案中出現了一種嶄新的行銷方式，就是利用觀光虛擬代言人來為城市做行銷。本研究屬探索性研究針對觀光虛擬代言人與城市行銷之關聯性進行探討，藉由彙整國內外觀光虛擬代言人的成功個案經營方式與發展時間軸分析，在案例上選擇國內的高捷少女與日本的Lovelive Sunshine!!作為本次個案對象的選定，與專家進行深度訪談後將資料彙整，探討出觀光虛擬代言人做城市行銷的關鍵成功因素，並建構出一套結合觀光虛擬代言人之城市行銷的結合模式。本研究針對觀光虛擬代言人與城市行銷之關聯性歸納出7點關鍵成功因素，分別為: 亮眼的角色外型與完整的故事背景、角色推廣企劃活動與當地商業高度結合、角色發展時間、現實與虛擬的突破、充足的觀光基礎及資源、特色的代表元素、多元的產業鏈，並加以建構出一套觀光虛擬代言人之城市行銷的結合模式。本研究為此建議城市在進行觀光虛擬代言人之城市行銷時可利用關鍵成功因素進行操作，有助於觀光虛擬代言人成功為城市行銷帶來有效的發展。

關鍵字

城市行銷；觀光虛擬代言人；關鍵成功因素

並列摘要

In recent years, the tourism industry has developed rapidly, and tourists have become more diversified in the choice of sightseeing point. To attract tourists to visit, the city authorities have carried out various marketing strategy to promote the city, and a new marketing strategy method has appeared in many cities marketing strategy cases., using the avatar of tourism as marketing strategy methods to promote the city. This study is an exploratory study aims to clarify the relationship between the avatar of tourism and city marketing. And discusses the successful case and period of development planning of domestic and foreign avatar of tourism. This study choice K.R.T. girls (Taiwan) and Lovelive Sunshine (Japan) be study cases. After in-depth interviews with experts, we collated the data and point out the key factors for the success of the avatar of tourism to marketing the city, and to build a marketing strategy combine city marketing with the avatar of tourism. This study summarizes the 7 key success factors for marketing strategy combine the avatar of tourism with city marketing, which are: dazzling appearance of the avatar of tourism and its complete story background, the avatar of tourism promotion activities and local business are highly integrated, the avatar of tourism in its character development period, breakthrough in virtuality and reality, sufficient tourism foundation and resources, distinctive and representative city character elements, and multiple industrial chains of city, as using those elements to construct a marketing strategy model which combine city marketing with the avatar of tourism. Therefore, our study suggests that cities authorities can follow key success factors for marketing strategy, it can help avatar of tourism successfully promote city marketing.