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頁籤選單縮合
題 名 | Marketing Festivals in Taiwan to International Communities--A Case Study of Target Market Analysis in California in the United States=臺灣節慶活動行銷國際化--以美國加州目標市場分析為例 |
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作 者 | 賴文仁; | 書刊名 | 澎專學報 |
卷 期 | 1 1997.07[民86.07] |
頁 次 | 頁55-74 |
分類號 | 992 |
關鍵詞 | 文化觀光; 節慶活動; 市場區隔; 特定興趣觀光; 遊客動機; Cultural tourism; Festival; Market segmentation; Special interest tourism; Visitor motivation; |
語 文 | 英文(English) |
中文摘要 | 本研究目的為探究節慶活動可作為臺灣在旅遊勝地上,具有特殊競爭優勢可資運 用的行銷利器,本研究意圖創造”體驗”(產品╱服務)去滿足特定興趣的文化探求者及其 相關興趣的遊客(目標市場),使其達到希望體會異國文化活動及其相關遊憩活動的動機。 本研究從行銷與觀光領域文獻中綜合研究分析,並特別針對文化節慶及特別活動可運用到的 文化觀光作研究。本篇以國際行銷,選定在美國加州舊金山灣區,作為節慶活動行銷市場分 析之實例,此一範例可適用在其他地域及國家。 本研究結果可作為文化觀光可行性發展之參考,建議可考慮利用文化之活動來創造潛在的觀 光需求;與發展及擴大包裝地域性節慶及特別活動在國際旅遊市場之套裝行程規劃上作努力 。 |
英文摘要 | The purpose of this study was to exploit festivals as one of tourist attractions and a marketing tool for special interest tourism in Taiwan. The study is intended to create experiences that satisfy interests of culture seekers and similarly-interested visitors wishing an experience in cultural events and related recreational activities. In order to develop the concept of tourism marketing, the literature of marketing had to be examined and the general principles applied to festivals and event marketing. The study effort was to undertake a comprehensive literature search of both the marketing and tourism field, with particular focus on festivals and special events applicable to cultural tourism. A specific market segment composed of California's living in the San Francisco Bay Area in the United States was selected for illustration purposes. A market analysis as a model would cover other target market segments in other regions and countries. The result of this study was examines the feasible development of cultural tourism resources-(a) to deliberately use festivals to create potential tourism demand, and (b) to develop and extend the tourist package of regional festivals and special events into the international tourist calendars. |
本系統中英文摘要資訊取自各篇刊載內容。