鐵道旅遊之體驗行銷策略與方案探討－以宜蘭線鐵道為例

An Inquiry into Rail Travel Experience Marketing Strategy and Plans: A Case study of the I-lan Line

杜光玉(Guang-Yu Tu) ； 張宗昌(Tsung-Chang Chang)

《人文社會學報》 4期 (2005/12) Pp. 235-245

摘要

近年來鐵道旅遊蔚然成風，但鐵道經營受諸多因素影響，宜蘭線鐵道尤其面臨北宜快速道路通車之衝擊。本文即以宜蘭之自然資源與歷史人文素材，遂行體驗行銷策略，研訂為實施方案，期能創造鐵道旅遊之整體體驗。
體驗之領域可分為娛樂、教育、遠離現實和審美等。體驗行銷之策銷包括感官、情感、思考、行動和關聯，其媒介有溝通、視覺口語的識別、產品呈現、共同建立品牌、空間環境、網站和電子媒體、人等。蘭陽地區擁有豐富自然景觀和教育資源，如草嶺古道、太平山森林、南湖大山等，宜蘭鐵道更承載著人文遞嬗，如歌謠創作、吳沙開蘭、龜蛇傳說……等皆可納為娛樂、教育、遠離現實和審美之體驗行銷素材。
經由體驗媒介，遂行各種行銷策略，如「溝通」媒介訴求感官行銷之「丟丟銅仔」歌謠，情感行銷之草嶺古道幽情，思考行銷之步道生態，行動行銷之傳統藝術及關聯行銷之縣史館歷史溯源等。研擬實施方案，提供完整資訊及配套措施。
蘭陽地區蘊涵豐富自然、歷史、人文及教育資源、應可推動鐵道旅遊之體驗行程，提昇國人旅遊之品質，享受休閒體驗之樂趣。

關鍵字

鐵道旅遊 ； 體驗行銷

並列摘要

In recent years rail travel has enjoyed a growing vogue, but railroad operations are subject to the influence of various factors; the I-lan line of railroad especially is confronted with the impact of the Taipei-Ilan expressway after its opening to traffic. In view of I-lan's natural resources and historical and humanistic materials, this article attempts to implement an experience marketing strategy by studying and formulating implementation plans, in order to create an integral rail travel experience.
The range of the experience can be classified into entertainment, education, escapism, and aesthetics. The strategy of experience marketing includes the senses, feelings, thought, action, and associations; it has such mediums as communication, visual and oral identification, product presentation, brand building by joint effort, spatial environment, web sites and electronic media, and human beings.
The Lanyang area boasts abundant natural features and educational resources, such as Grass Mountain Ancient Trail, Mt. peace Forest, and south Lake Big Mountain; the I-lan line of railroad even carries loads of historical and humanistic development, such as ballad creation, the pioneering of I-lan by Wu Shu, the legend of turtles and snakes, all of which can be adopted as experience marketing materials for entertaining, educational, escapist, and aesthetic purposes.
Through the experience mediums, various marketing strategies can be implemented. For example, the ”Diudiu Dang Ah” ballad is suitable for marketing that appeals to the senses through the medium of communication; Grass Mountain Ancient Trail is good for a sentimental journey that can be marketed by appealing to the feelings; the ecology of hiking trails is suitable for marking that appeals to thought; traditional arts are suitable for marketing that appeals to action; and efforts by the County Historical Museum to trace historical origins are suitable for marketing that appeals to association. Implementation plans are studied and formulated to provide complete information and matching measures.
Endowed with abundant natural, historical, humanistic, and educational resources, the Lanyang area is capable of promoting the itinerary of rail travel experience and enhancing the travel quality of our people in enjoying the pleasures of recreational experience.

並列關鍵字

rail travel ； experience marketing