臺灣鐵道文化資產觀光行銷策略之研究--以彰化扇形車庫為例

Tourism Marketing Strategy for Taiwan Railway Heritage-- Changhua Roundhouse as a Case Study

張俊翔(Chun-Hsiang Chang)

指導教授 ： 何友鋒

朝陽科技大學/設計學院/建築及都市設計研究所/碩士(2010年)

摘要

摘要

國際文化觀光憲章(1999)之內容及原則條文中，提出國家在發展文化觀光時必須重視管理與經營策略，藉由文化資產與觀光發展間的相互影響來提高其附加價值，因此如何擬定文化資產觀光行銷策略是當前休閒事業所面臨的重要課題。日治時期縱貫鐵路由北至南分別位於台北、新竹、彰化、嘉義、高雄及高雄港等六處設有扇形機關車庫，目前僅存彰化扇形車庫一處未被拆除，政府於2000年10月25日公告為縣定古蹟並開放參觀，對臺灣鐵道文化資產來說有著重大的意義，為提昇彰化扇形車庫觀光價值在未來應建立良好的行銷策略來推廣。有鑑於此，本研究選定彰化扇形車庫為研究對象，採用觀光行銷之概念為研究核心理論，將所蒐集的資料文獻及環境調查整理，以策略性工具SWOT針對扇形車庫之行銷環境內部所擁有之優勢及劣勢，與外部環境所產生的機會和威脅各項因子進行分析，整理後以設計成問卷之方式，做市場調查了解遊客需求，再經過問卷調查統計及TOWS矩陣分析，導出研究結果即為予以應用之行銷策略，作為日後彰化扇形車庫文化觀光行銷策略之建議，以及提供政府相關單位做參考輔助推行。本研究結果發現遊客對鐵道文化資產認同度極高，對於未來規劃之行銷策略必須與地方經濟發展配合，採用市場調查的方式為主找出符合期望的行銷方案。

關鍵字:文化觀光,觀光行銷,扇形車庫

關鍵字

文化觀光 ； 觀光行銷 ； 扇形車庫

並列摘要

Abstract

Among International Charter on Cultural Tourism 1999 clause proposed the country must pay much attention to tactics of management and running for developing cultural tourism. By the interrelationship between culture heritage and tourism development improved them additional values. Therefore, it will be the most important lesson to draft tourism marketing tactics for culture heritage in leisure business. The railway laid in Taipei, Hsinchu, Changhua, Chiayi, Kaohsiung, Kaohsiung Port which had roundhouse separately from the north to the south during Japan manage period. Only one place of roundhouse in Changhua has not been removed at present. The government booked the heritage and opened visit for the county in the announcement on October 25 of A.D. 2000. It has great meaning for railway culture heritage of Taiwan. For promoting Changhua roundhouse tourist values shall set up good marketing tactics to popularize in future. So, this research selected roundhouse of Changhua as the research object. To adopt the concept of visiting marketing was in order to study the key theory. This research also put the materials documents and environmental investigations in order. The tactic tool SWOT analyzed all the roundhouse’s factors which included the strengths and weakness of the internal marketing environment and the opportunities and threats of the external marketing environment. After we put the factors in order into the questionnaire which investigates visitor''s demand to work on marketing, the analysis of questionnaire investigation statistics and TOWS matrix led out the result of study that used to be marketing tactics. It will become the suggestions of marketing tactics for the Changhua roundhouse culture tourism in the future. It also offers dates to the relevant departments of government to consult and assists in pursuing. This result of study shows the visitors have extremely high degree of agreement on the railway culture heritage. The planning of marketing tactics will have to cooperate with the local economic development in the future. To find out the most expected marketing scheme in the way of the market research.

Keywords：Cultural tourism,Tourism marketing,Roundhouse

並列關鍵字

Cultural tourism ； Tourism marketing ； Roundhouse

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