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題 名 | 以懷舊觀點應用於地方文化產業行銷之探索性研究--以臺灣地方老街為例=An Exploratory Research of Applying Nostalgia Concept in Marketing of Local Cultural Industry: A Study of Old Streets in Taiwan |
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作 者 | 蔡明達; 許立群; | 書刊名 | 運動與遊憩研究 |
卷 期 | 3:3 2009.03[民98.03] |
頁 次 | 頁47-62 |
分類號 | 992.3 |
關鍵詞 | 懷舊; 懷舊傾向; 懷舊型態; 懷舊情緒; 體驗價值; Nostalgia; Nostalgia proneness; Nostalgia category; Nostalgia emotion; Experiential value; |
語 文 | 中文(Chinese) |
中文摘要 | 應用懷舊行銷觀點推動地方文化觀光,以加強競爭力與活絡在地文化,已成爲尋求地方重新發展的新契機,亦是國內觀光發展的新趨勢。近年來社會文化的變遷,消費者對「懷舊符號消費」之需求的提升,使得具有歷史情感的或是特殊性的地方文化產業,得以提升消費者的體驗價值。本研究爲定性研究,透過深度訪談法蒐集相關資料,藉以探討消費者對懷舊傾向、型態所產生的懷舊情緒與體驗價值影響之探索,並根據訪談資料進行資料歸納分析、因素之命名以及提出命題,發現地方文化產業帶給消費者最大價值在於對體認文化根源與傳統藝術之價值,最後本研究依照研究發現,提供行銷及發展策略的建議,以作爲未來地方文化產業之業者或政府相關管理單位經營方向及行銷策略之參考。 |
英文摘要 | Applying nostalgia concept in local cultural tourism industry is not only a new trend in marketing places, but also an inevitable approach to revitalize economics of small towns. By infusing value-added culture elements in domestic tourism industry, consumers are aroused by nostalgia emotions and cultural identity, and enjoy the consumption experience more sentimentally. Along with social and economic changes in Taiwan, the symbolic value of nostalgia becomes a necessary need for people who long for their good old days. This study is a qualitative exploratory study using semi-structured in-depth interviews to collect data. The major focus was to explore the relationships between consumer's nostalgia proneness, nostalgia category, aroused emotions, and experiential values in the old street tour. From the interview data, we analyzed valuable consumer's views of nostalgia experiences, and concluded several research propositions for further research directions. This research also provides suggestions of marketing strategy, as well as promotional strategies for local cultural industry's agents and government policy-makers. |
本系統中英文摘要資訊取自各篇刊載內容。