往日情懷魅力之地方行銷－以隱喻誘引法探究旅遊地區意像

The Reminiscent Tourism Image of Place Marketing Strategy: The Zaltman Metaphor Elicitation Technique

黃慧新(Hui-Hsin Huang)

《運動與遊憩研究》 3卷2期 (2008/12) Pp. 108-123

https://doi.org/10.29423/JSRR.200812_3(2).0006

摘要

在古蹟名勝觀光地點中，除了設立博物館、保存具有文化特色之人文遺跡外，就遊憩觀光角色，如何吸引遊客以發展當地旅遊、塑造地方特色，是一重要之議題。本研究從科特勒的地方行銷著手，希望能爲九份瑞芳和金瓜石塑造其往日情懷魅力，由於旅遊地意像是一種個人對於一旅遊地區產生意義和關係鏈結的概念化形式，因此一地區普遍存在消費者心目中的旅遊意像，爲吸引前往與否的重點，也可作爲地方觀光資源規劃之參考，因此本研究使用隱喻誘引法探究遊客對於九份等地方之原始旅遊意像，藉由旅遊意像之發掘建立符合當地特色之歷史建物與往日情懷形象，並配合當地資源，予以形象行銷之建議。

關鍵字

地方行銷 ； 旅遊意像 ； 隱喻誘引法

並列摘要

From Kotler's marketing places strategy, the image and attracting marketing are important issue for tourism topic. Tourism image has been shown to be significant influence on travelers' travel behavior. It can help to understand the destination images in tourists' mind, and how tourists think about the destinations and why tourists have or haven't the willingness to visit the destinations. Thus the research use the Zaltman Metaphor Elicitation Technique (ZMET) to explore traveler’s tourism image of Rueifang and Jiguashi. Through the connection between reminiscent tourism image and place characteristic forming, the author hopes to give some marketing place advice to integrate the source of these places.

並列關鍵字

place marketing ； tourism image ； zaltman metaphor elicitation technique

參考文獻

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