地方觀光行銷策略之探討－墾丁地區節慶活動與非活動期間之不同

Tourism Destination Marketing Strategies: The Differences between Festival and Non-festival Periods at Kenting Area

吳宗瓊(Tsung-Chiung Wu) ； 朱育瑩(Yu-Ying Chu) ； 蔡秀玲(Hsiu-Ling Tsai)

《觀光研究學報》 10卷4期 (2004/12) Pp. 87-100

https://doi.org/10.6267/JTLS.2004.10(4)6

摘要

隨著觀光旅遊需求與日俱增，地方政府在觀光行銷推展上扮演相當重要的角色。一個旅遊目的地猶如一項產品，也需要定位與行銷。為能有效達到地方觀光行銷的目的，地方政府必須針對目標客群發展行銷策略。地方政府可採行的觀光行銷策略有很多，舉辦節慶活動是目前地方政府最常被採用的策略之一，主要是因為慶典活動不但具有高度的聚客能力，同時能提高知名度，建立市場定位。有別於慶典活動期間，非活動期間也有許多遊客因不同的理由造訪旅遊目的地，因此地方政府是否應發展不同的行銷策略，以期能更有效率的經營活動期間與非活動期間的旅遊市場。因此本研究的主要目的即在檢視節慶活動期間與非活動期間遊客市場的差異，並依據行銷區隔理論探討因應之地方觀光行銷策略。研究結果顯示節慶活動期間與非活動期間，遊客特質與市場區隔組成均有顯著的差異；也因此，本研究認為地方觀光行銷策略的擬定應正視節慶活動期間與非活動期間遊客特性與需求之不同，以達到較高的地方行銷效益。

關鍵字

地方行銷 ； 節慶活動 ； 市場區隔 ； 觀光行銷策略

並列摘要

As the increasing demands of travel and tourism, many local government agencies invest tremendous efforts and play important roles to promote themselves as attractive tourism destinations. Like other general product, a place also needs to be positioned and promoted. Local government agencies should clearly define target markets and develop marketing strategies accordingly. Currently, festival is a very popular destination marketing strategy for many local governments, mainly because festival is an effective strategy to attract many visitors, and to build destination positions. However, there still are many visitors travel to the destinations for reasons in non-festival period. Thus, this study aims to examine the different characteristics and travel patterns between festival and non-festival periods, and then develop more appropriate destination-marketing strategies based on market segmentation theories. Experimental results show that the tourist profiles and market segments are significantly different. Finally, this study concludes that the differentiated marketing strategies are needed for festival and non-festival travel markets.

並列關鍵字

Destination marketing ； Festival ； Market segmentation ； Marketing strategy

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