頁籤選單縮合
題 名 | 節慶活動行銷策略探討--以烏來溫泉櫻花季為例=The Research on Festival Marketing Strategies--A Case Study of Wu-Lai Hot Spring and Cherry Blossom Season |
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作 者 | 許順旺; 黃韶顏; | 書刊名 | 稻江學報 |
卷 期 | 2:2 2007.12[民96.12] |
頁 次 | 頁31-45 |
分類號 | 496.5 |
關鍵詞 | 烏來; 溫泉; 櫻花季; 節慶活動; 行銷策略; Wu-Lai; Hot spring; Cherry blossom season; Festival; Marketing strategies; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,有鑒於觀光活動產業發展逐漸提升,臺灣各縣市亦紛紛舉辦不同類型的節慶活動,藉此推動當地的觀光產業。本研究以〝烏來溫泉櫻花季〞作為研究之對象,然後針對政府舉辦單位、當地業者與新聞媒體進行五次質性深入訪談,並藉由質性深入訪談和SWOT分析的研究方式來分析探討其行銷策略和此節慶活動之其他相關影響因素。研究分析結果發現,烏來櫻花花期短,未能達到活動目標,應加強觀光解說,可增加競爭力;烏來溫泉櫻花季可帶動經濟、發揚泰雅文化,假日遊客多,交通擁擠帶來不便,亦造成環境汙染,節慶帶來商機,吸引遊客的原因是因有獨特文化特色,有溫泉與瀑布。期望經由本研究之結果,能夠對烏來溫泉櫻花季業者與政府相關單位提供產業發展與經營管理上之建議。 |
英文摘要 | Tourism industry has developed gradually in recent years in Taiwan; hence both cities and counties have held many kinds of festivals to promote local tourism industry. The subject of this research is Wu-Lai hot spring and cherry blossom season and used qualitative interviews with sponsoring organization from government, local proprietors and the press for five times, besides using SWOT to analyze its marketing strategies and other related influential factors. Results show that despite Wu-Lai has abundant natural resources and sufficient market potential, Wu-Lai needs to improve the scheme of near facilities, especially the problem of local transportation, inadequate public facilities, and insufficient guided tour service etc… These have remarkable influence on future development of Wu-Lai hot spring and cherry blossom season. On one hand, it needs government and the public to cooperate and work hard to improve effectively. On the other hand, unique cultural properties and natural resources must be utilized properly to strengthen travel depth and quality; hence it will increase tourists' returning rate and tourism industry of Wu-Lai can last eternally. The research findings were expected to present practical advices on industry development and operation management to proprietors of Wu-Lai hot spring and cheery blossom and to related government organization. |
本系統中英文摘要資訊取自各篇刊載內容。