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| 題 名 | 提升運動觀光潛力的傳播行銷策略=Communication and Marketing Strategies to Enhance the Potential of Sports Tourism |
|---|---|
| 作 者 | 林子堯; 張倩華; | 書刊名 | 旅遊管理研究 |
| 卷 期 | 14 2023.12[民112.12] |
| 頁 次 | 頁15-26 |
| 分類號 | 992.2 |
| 關鍵詞 | 運動觀光傳播; 數位文化; 社區行銷傳播; 社群媒體; Sports tourism communication; Digital culture; Community marketing communication; Social media; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6934/TMR.202312_14.0002 |
| 中文摘要 | 本研究關注於運動觀光與資訊傳播的結合,整合提升運動觀光潛力的傳播行銷策 略,探討了四個主題:數位文化賦權運動觀光賽事傳播、運動觀光傳播商業模式、運動 觀光行銷傳播的遠端呈現與自我行銷,以及運動觀光核心概念與社區行銷傳播。在數位 時代,新舊媒體之間的模糊界限使得傳播媒體的觸角能夠跨足不同領域,並引起政府和 媒體治理機構的關注。運動行銷傳播媒體的影響力在小型、另類或大眾媒體方面體現, 可能將其視為「業餘愛好者」,同時透過控制和侵占小媒體資產獲得商業回報。在地方 層面,大型運動觀光賽事的舉辦涉及對公民敘事反動的控制和協調,但同時可能涉及未 經適當認可情況下使用的大眾生成數據。數位化和傳播技術的無所不在加速了運動觀 光賽事的組織動員,使其成為社群媒體中的焦點,運動觀光傳播商業模式從主辦單位的 角度強調了風景、與參與者的互動、數位行銷等要素的重要性。通過整合框架,提出三 種不同的商業模式,以滿足不同市場需求。在遠端呈現和自我行銷方面,社群媒體的角 色成為影響運動觀光傳播的關鍵,改變了傳統媒體框架,使大眾能夠參與媒體創造,並 拉近運動明星和粉絲之間的距離。最後,結論與建議提供未來研究者需要深入反思的發 展方向,包括整合知識管理、媒體傳播、運動觀光行銷等領域,以促進在地的永續發展。 |
| 英文摘要 | This study investigates the intersection of sports tourism and information communication, employing integrated communication and marketing strategies to maximize the potential of sports tourism. The research focuses on four key themes: the digital culture's empowerment of sports tourism event communication, the business model of sports tourism communication, remote presentation and self-marketing in sports tourism marketing communication, and the core concepts of sports tourism and community marketing communication. In the digital era, the blurring of boundaries between traditional and emerging media has allowed communication media to extend across various domains, prompting scrutiny from governmental and media governance bodies. The impact of sports marketing communication media is particularly pronounced in smaller, alternative, or mass media outlets, often labeled as 'hobbyists.' These channels exploit commercial returns by exerting control and appropriating assets from smaller media entities. On a local scale, organizing large-scale sports and tourism events involves managing civic narrative reactions, potentially using massgenerated data without proper authorization. The omnipresence of digitalization and communication technologies thrusts sports tourism events into the forefront of social media, while the business model of sports tourism communication underscores the importance of scenic elements, participant interaction, and digital marketing from the organizer's perspective. The proposed framework integration introduces three distinct business models tailored to meet diverse market needs. Examining remote presentation and self-marketing, the pivotal role of social media is highlighted in shaping the dissemination of sports spectacles. This transformative influence challenges traditional media frameworks, fostering public participation in media creation and bridging the gap between sports stars and their fanbase. In conclusion, the study's findings and recommendations provide insightful directions for future research, encouraging a deeper reflection on the integration of knowledge management, media communication, and sports tourism marketing to foster sustainable development in the field. |
本系統中英文摘要資訊取自各篇刊載內容。