節慶觀光活動行銷策略之研究－以臺東南島文化節為例

Study on Marketing Strategy of Festival Tourism Activity A Case Study of Taitung Austronesian Cultures

黃忠華(Huang JhongHua)

指導教授 ： 鄭健雄

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

2004年為臺灣觀光年，交通部觀光局除了於每月推出具有代表性的民俗節慶活動之外，並搭配季節變化協助舉辦產業節慶活動進行觀光市場行銷，藉以提升觀光吸引力，促使國民旅遊熱絡，並提升國內觀光產業水準，以期達成觀光客倍增的目標。尤其當國界藩籬解除，地方自治時代來臨同時，這種化被動為主動，整合地區資源，能吸引觀光人潮，提高城市能見度，行銷、振興地方，彰顯主政者施政能力的觀光策略，已在地方蔚為風潮。本研究以臺東南島文化為探討個案，研究目的包括：一、探究觀光節慶活動對臺東縣發展觀光的意義與影響。二、檢視臺東縣2004南島文化觀光季活動行銷策略的優缺點。三、研擬觀光節慶活動行銷策略，作為臺東縣或其它單位未來舉辦節慶活動時，擬訂行銷策略方法之參考。本研究採質性研究法及次級資料為依據，探討運用SWOT分析及行銷策略之行銷組合（4P）使得如何讓節慶觀光活動的方式來促進地方觀光產業經濟的活絡，增加臺東能見度進而提升行象、意象。研究發現觀光節慶活動經費來源僅靠公部門支應、缺乏專業文化解說人才、交通混亂、無遊客服務中心或固定公共設施、居民參與感不足等都有待改進。建議行銷策略有：（1）深厚觀光節慶文化內涵的創造基礎，建立相關的環境。（2）推動社區營造，培養地方經營能力。（3）觀光行銷人才培訓，建立經費招募制度。（4）加強區域策略聯盟，發行觀光護照，刺激遊客消費。（5）透過各種管道，廣對國外行銷。（6）成立專責單位，持續研究、追蹤節慶活動，提高利益關係人滿意度。（7）因應休閒旅遊風潮，「節慶行銷」成為各國的重點課程之一。（8）招募彙集中型巴士，作為區間車運輸接駁。（9）召集地區旅遊業、觀光業、餐飲業成立策略聯盟。

關鍵字

節慶觀光 ； 行銷策略 ； SWOT分析 ； 地方行銷 ； 南島文化

並列摘要

Visit for Taiwan annual 2004, Ministry of Communications except that introducing the representative folk custom festival celebration activity travel agency per month, and match the seasonal variation and help to hold industry's festival celebration activity to visit market marketing, use to improve tour appeal , impel the national travel boom to hold in place with a net , and improve the domestic tour industry's level, in the hope of reaching the goal that the tourist doubles. Especially act as the hedge of national boundaries to remove , local autonomy era will at the same time come, this kind melts passivly to combine regional resources voluntarily, can attract and visit crowd , improve urban visibility , marketing , revitalizing the place , reflect policymaker's administrative ability tour tactics, already in the place has been luxuriant it is the agitation . This research regards southeast island culture of the platform as and probes into the case, study the purpose to include: First, probe into and visit meaning and influence in which the festival celebration activity visits to the development of Taitung county. 2nd, inspect 2004 south island culture in Taitung county and visit the pluses and minuses that the activity is on sale throughout the tactics in season . Third, grind and plan to visit the marketing tactics of the festival celebration activity, as while holding the festival celebration activity in the future in Taitung county or other units , work out the reference which is on sale throughout the tactics method . It is bases that this research adopts the quality and studies the law and secondary materials, how to let the way of the tour activity of festival celebration promote the activating of industry's economy of the local tour to discuss and use SWOT analysis and marketing on sale throughout the tactics to make up (4P ) making, increase the visibility and then improving the conduct elephant , image of Taitung. Discover that visits the funds source of the festival celebration activity and is only coped with by the common department, it is insufficient that explaining talents , traffic is confused to lack professional culture , not have visitor's service centre or regular communal facilities , resident's sense of participation,etc. to all remain to improve. Propose that there are the marketing tactics: ( 1) Visit the creation foundation of the cultural intension of festival celebration deeply, set up relevant environment. ( 2) Promote the community to build, train local management ability. ( 3) Visit marketing talent training, set up the funds and recruit the system. ( 4) Strengthen regional strategic alliance, issue the tour passport , irritate visitors to consume. ( 5) Pass various kinds of channels , it is wide to foreign countries marketing. ( 6) Establish and specialize in the unit, study , follow the trail of the festival celebration activity continuously , improve the interests and concern people's satisfaction. ( 7) The agitation that because should go on tour , ' festival celebration marketing ' becomes one of the key courses of various countries. ( 8) Recruit and gather the medium-sized bus , transports and plugs into as the local train. ( 9) Convene regional tourist industry , visiting industry , catering trade to establish strategic alliance.

並列關鍵字

The festival celebration visits ； Marketing tactics ； SWOT analysis local marketing ； South island culture

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