觀光產業行銷策略之個案研究-以災後提振知本溫泉觀光策略為例

A Research of Tourism Marketing Strategy-A Case of Restoring Chihpen Tourism Strategy after A Disaster

鄭惠尹(Hui-Yin Chang)

指導教授 ： 曾忠蕙 ； 曹海濤

亞洲大學/管理學院/國際企業學系碩士班/碩士(2010年)

摘要

由於觀光業的敏感性，極容易受到負面的情況和外部因素的影響。災害事件的衝擊不僅僅侷限於毀損之景點，或遊憩設施，為觀光整體發展受到延宕。故本研究藉由行銷策略觀點探討台東知本觀光產業重建之策略。
本研究採用個案研究法，蒐集與研究主題相關的資料，進行分析、比較、整理與綜合，運用SWOT分析與行銷策略之行銷組合(4P)，探究知本溫泉的觀光發展環境，與重建觀光產業的行銷策略，最後針對未來觀光發展提出建議。研究結果發現，莫拉克颱風使知本溫泉觀光產業造成經營危機，而災後重建除了需要政府政策的支持與資金的協助，以及觀光業者的共同意識，更須要地方與中央各部門的配合，快速的恢復景點環境及活絡觀光市場。
針對知本溫泉未來的觀光發展，建議(1)提高整合鄰近景點資源以豐富旅遊的內容；(2)與媒體發展合作關係，平衡災情與重建進度報導；(3)運用區間車接駁以解決遊客交通之不便性；(4) 政府與觀光業者間相互配合，快速復甦觀光市場；(5)在公部門人力及經費限制下，與縣內大學合作培養觀光行銷人才；(6)建立經費招募制度。

關鍵字

觀光行銷 ； 產業重建 ； 知本溫泉 ； 莫拉克風災

並列摘要

The tourism industry, because of its sensitivity, is highly susceptible to negative situations and exogenous factors. The impacted area is not limited to the sites or recreational facilities; even the overall development of tourism for the delay. Regarding the purpose of this study, marketing strategy point of view was adopted to explore Chihpen tourism strategy for reconstruction.
This study adopts case study. This study used SWOT analysis and Marketing Strategy to analyze Chihpen tourism development environment and post-disaster reconstruction of tourism marketing strategy, and finally offered suggestions for future development of the tourism industry. Results included that Chihpen tourism industries face crisis after Typhoon Morakot. The reconstruction needs government support, especially the cooperation between local and central government departments to rapidly recovery environment spots and promote the activating of industry’s economy.
This study offered some suggestions for Chihpen tourism’s future development: (1) improve the integration degree of resources to enrich the tourist attractions; (2) develop cooperative relations with the media to balance the reports of the disaster and reconstruction progress; (3) arrange shuttle bus to solve the inconvenience of tourist traffic; (4) make operative between government and tourism industry to recovery the tourism market; (5) make operative with University to set marketing talent training with Public sector manpower and financial constraint; (6) set up the funds and recruit system.

並列關鍵字

Tourism Marketing ； Industry Reconstruction ； Chihpen ； Typhoon Morakot

參考文獻

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