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題 名 | 體驗行銷觀點下鄂西土家族文旅資源開發研究=Research on the Development of Tujia Cultural Tourism Resources in Western Hubei from the Perspective of Experience Marketing |
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作 者 | 謝雅卉; 張瑋尹; | 書刊名 | 休憩管理研究 |
卷 期 | 6:2 2019.12[民108.12] |
頁 次 | 頁21-42 |
分類號 | 496.5 |
關鍵詞 | 體驗行銷; 鄂西土家族; 文旅資源; Experience marketing; Western Hubei Tujia; Cultural tourism resources; |
語 文 | 中文(Chinese) |
中文摘要 | 鄂西土家族作為湖北省少數民族的代表,本研究對鄂西土家族文旅資源的推廣機制進行探討,以利提供中國其他少數民族傳承發展的借鑒路徑。文章援引Schmitt(1999)體驗行銷推廣概念,結合田野調查方法,針對鄂西土家族文旅資源開發現狀進行分析,以「清江畫廊」和「三峽人家」作為研究對象。研究顯示:目前具有較多存在問題,如表現在廁所硬件設備、公共服務基礎設施、飲食環境衛生、景區遊覽動線、故事場景表演形態等。因此,本研究試圖提出相關建議:其一,在故事場景方面,應擴大對巴人神話、祭祀舞蹈、婚俗禮儀三個重點;其二,在感官體驗方面,應著重改善旅遊六大要素的基礎條件,包括飲食傳統、建築形式、交通模式、情境空間、服務商品、趣味參與;其三,在產業創新方面,應提昇鄂西土家族文旅產業價值鏈創新,例如建立實驗基地、落實大型實景舞台劇、增進名人廣告代言活動、音樂發行推廣模式。 |
英文摘要 | The Tujia people in the western Hubei are representative of the ethnic minorities in Hubei Province. This article discusses the resource promotion mechanism of cultural tourism in the Tujia people in the western Hubei in order to provide a reference for the inheritance and development of other ethnic minorities in China. The article quotes Schmitt (1999) concept of experiential marketing promotion, combined with field survey methods, and analyzes the current situation of the development of Tujia cultural tourism resources in western Hubei. The research objects are "Qingjiang Gallery" and "Three Gorges".Research shows that there are many existing problems, such as toilet hardware and equipment, public service infrastructure, food and sanitation, Scenic tourist routes, and story scene performance forms.Therefore, this study attempts to make relevant suggestions: first, in terms of story scenes, the three focuses of Ba myth, sacrificial dance, and wedding etiquette should be expanded; second, in terms of sensory experience, the foundation of the six major elements of tourism should be improved Conditions include food traditions, architectural forms, transportation modes, situational spaces, service goods, and fun participation. Third, in terms of industrial innovation, the value chain innovation of the Tujia cultural tourism industry in western Hubei should be enhanced, such as establishing experimental bases and implementing large-scale real-life stage plays, Promote celebrity advertising endorsement activities, music distribution promotion model. |
本系統中英文摘要資訊取自各篇刊載內容。