以觀光價值探討商圈推廣策略

Analyzing Business District Promotion Strategy in Tourism Value

葉淨瑜(Ching-Yu Ye)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300434

摘要

商圈發展須從其擁有之觀光價值著手，藉由其價值規劃適當之推廣策略。因此，本研究透過文獻的整理，將觀光價值整理成六大類：歷史與文化、人文藝術發展、自然景觀、住宿與交通便捷性、景點配套措施和景點友善程度，並探討在不同的觀光價值體系下的商圈，適合使用甚麼樣的推廣策略。另外，本研究將針對都會型商圈、區域型商圈和觀光發展型商圈，分別深入探討在不同的商圈類型，對推廣策略的差異性，以利準確的分析策略之選擇。
研究結果顯示，觀光價值的不同會造成推廣策略的選擇有所不同。在歷史與文化因素下，透過廣告、公共關係、人員銷售和數位行銷都能有效地吸引消費者，意味著消費者因為喜好商圈獨特的歷史與文化而選擇前往該商圈，因此廣告和人員銷售最能直接的引起消費者的注意，同時可透過現場舉辦一些研討會、說明會、講座等等(公共關係策略)，使消費者更深入了解當地歷史與文化；在自然景觀的因素下，結果顯示透過廣告策略的方法，最能直接影響消費者，像是搭配良好氣候的沙灘、繽紛的花季和溫泉等，都最能透過廣告的效果引起消費者的興趣；在住宿和交通便捷性的因素下，結果顯示透過促銷、公共關係和人員銷售策略能影響消費者；在人文藝術發展、景點配套措施和景點友善程度因素下，結果顯示不論是何種推廣策略皆能影響消費者，對消費者來說，透過不同形式的宣傳都能引起前往該商圈的動機。此外，不同商圈類型的觀光價值對推廣策略的影響確實呈現出不同的結果。由此可知，商圈除了掌握自身擁有的觀光價值之外，了解商圈的定位，更能清楚有效的選擇推廣策略，方能達到觀光推廣之效果。

關鍵字

商圈 ； 觀光價值 ； 推廣策略 ； 行銷

並列摘要

To develop a business district, we have to start from studying its value of tourism. Therefore, this research classifies the value of tourism into six categories through literature survey: History and Culture, Arts and Humanities, Natural Landscape, Accommodation and Transportation Convenience, Attractions Supporting Measures and The Degree of Friendliness; this research also explores promotional strategies which suit kinds of districts under different system. In addition, this research will focus on metropolitan district model, the regional district model and tourism-development district model, and further discuss the differences between marketing strategies in different types of business districts to facilitate reasonable choices of analytical strategies.
The results show that the different values of tourism will result in the different choices of promotional strategy. First, in the Historical and Cultural factors, advertising, public relations, personal selling and digital marketing can effectively attract consumers, meaning that consumers prefer unique historical and cultural business districts and choose to go to those business districts. This result shows that advertising and personnel selling are the most direct cause to consumers’ attention. At the same time, holding some seminars, briefings, and lectures, etc. (public relations strategy) makes consumers understand local history and culture in-depth. Secondly, in the natural landscape factors, the results show that advertising strategies bring the most direct impacts on consumers, such as advertisement with wonderful weather, sandy beaches, colorful blossom and hot springs, etc, all of theses can arouse consumers’ interest. Third, in accommodation and transportation convenience factor, the results show consumers are greatly influenced by promotion, public relations and personal selling strategy. Finally, development in liberal arts, sights and attractions supporting measures the degree of friendliness factors, the results show that no matter what kind of marketing strategies were adpoted, consumers will be affected, and it is because that any form of propagation will motivate them to reach the business districts. In addition, by leveraging the value of tourism of its own type, we will come up with different promotional strategies.. Hence, we can reach the conclusion that besides mastering their values of tourism, business districts should understand their positioning more clearly so that effective marketing strategies can be implemented to achieve the effect of tourism promotion.

並列關鍵字

marketing ； business district ； value of tourism ； promotion strategy

參考文獻

1. Avramoski, Mitre, & Ismaili, Raman. (2012). Leisure Tourist Offer as a Component of Competitive Advantage in the Situation of Changing Environment Case of Ohrid Tourist Region. Procedia - Social and Behavioral Sciences, 44, 62-69.

2. Chang, Richard C. Y., Kivela, Jakša, & Mak, Athena H. N. (2010). Food preferences of Chinese tourists. Annals of Tourism Research, 37(4), 989-1011.

3. Chen, Ching-Fu, & Tsai, DungChun. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.

4. Connell, Joanne. (2012). Film tourism – Evolution, progress and prospects. Tourism Management, 33(5), 1007-1029.

5. Gearing, C. E., Swart, W. W., & Var, T. (1974). Establishing a Measure of Touristic Attractiveness. Journal of Travel Research, 12(4), 1-8.