文化創意產業導入體驗行銷之研究－以大甲媽祖遶境為例

A Study on Experiential Marketing for Cultural and Creative Industry –A Case Study of Dajia Mazu Pilgrimage

陳寶鈴(Pao-Ling Chen)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

隨著全球化與科技化兩股風潮，21世紀的經濟型態已經轉變為以創新為主的知識經濟型態，而「文化創意產業」也在此時空背景下因應而生，期望將原有的「文化產業」導入創新元素，以創造高附加價值，帶動地方經濟發展。尤其文化創意產業為近年來我國六大關鍵新興產業之ㄧ，各地方政府莫不舉辦各具地方特色的節慶活動，並以「文化產業化，產業文化化」的包裝手法，藉以招攬遊客前來消費。
本研究以台中縣大甲媽祖遶境為研究對像，探討是否適合導入體驗行銷元素，再以Kano二維品質模式分析是否具備二維品質特性，進一步擬定大甲媽祖遶境體驗行銷策略。研究發現參與大甲媽祖遶境活動之遶境者，心中大多具備二維品質概念，所以在規劃品質要素時，已不能只用過去的一維形式，而是進入了二維形式。大甲媽祖遶境元素經Kano二維品質模式分析結果，屬魅力品質及增加滿意係數最高的構面為關聯體驗，尤其「成為國際性文化產業觀光活動」此要素是遶境消費者最能達到滿意及魅力所在，建議經營者要特別用心在此項的規劃上。

關鍵字

文化創意產業 ； 體驗行銷 ； Kano二維品質模式 ； 大甲媽祖遶境

並列摘要

As two trends of globalization and technology, the 21st century economy has transformed into an innovative knowledge-based economic structure. "Cultural and creative industry," was born against this background with the expectation of creating higher added value and promoting local economic development through the new elements introduced to the original cultural industry. In particular, the cultural and creative industry was one of the six key emerging industries in recent years. All local governments tried to hold various activities with local characteristics of the festival and with the new packaging "cultural industry, industrial culture" to increase tourism consumption.
This study, targeting at Dajia Mazu Pilgrimage from Taichung County, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. Furthermore, a Dajia Mazu Pilgrimage experiential marketing strategy was developed. It is found that most of the participants in Dajia Mazu Pilgrimage had the concept of two-dimensional quality. Therefore, two-dimensional form instead of one-dimensional form should be considered in the quality factors planning. From the result of Kano two-dimensional quality model analysis in Dajia Mazu Pilgrimage, an attractive quality and increase of the coefficient in the highest satisfaction dimensions is the related experience, especially "becoming an international cultural industry and tourism activity". This is the most satisfied and attracted by the consumers in the Pilgrimage. It would be recommended that the business owner should pay special intentions to the planning of this factor.

並列關鍵字

culture and creative industry ； experiential marketing ； Kano’s two dimensions model ； Dajia Mazu pilgrimage

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