苗栗县三义乡地方文化观光行销之研究

【外文题名】The Study of Local Cultural Tourism And Marketing in San-yi, Miao-li

【作者】 洪慈镁

【关键词】 local marketing cultural tourism Hakka culture 地方行销 文化观光 客家文化

【导师姓名】黄世明

【学位名称】硕士

【学位年度】2008

【学位授予单位】暂无

【所属分类】暂无

【录入时间】2008-01-01

【全文挂接】 读秀挂接

【摘要】趨勢。邁入21世紀後，為因應經濟與社會的發展，結合行銷的概念儼然形成推展地方文化與觀光活動上的策略之一，地方文化除了歷史傳承與保存面向外，亦可思考地方文化觀光所展現的意義與價值，進而探索地方文化與觀光發展的關聯性，地方行銷將是保存族群文化、經營面與地方發展結合的重要環節。 本研究以三義鄉客家地區推展文化觀光活動的現況為基礎，瞭解目前各部門行動者的具體作法及成果績效，並探討如何透過行銷以促進地方觀光發展。針對上述研究內容，本研究採取的研究方法以質性研究方法為主，量化研究方法為輔。在質性方法的實施過程，首先經由文獻分析法瞭解三義鄉的相關實證研究，以探討地方文化觀光行銷議題的重要研究內容；另外再透過面對面訪談法、焦點團體訪談法，來瞭解三義鄉各部門行動者推展觀光活動的現況與成效；量化方法則是藉由問卷調查法，瞭解觀光客對三義鄉地方文化觀光資源的評價與滿意度。 研究分析發現，三義鄉文化觀光發展定位以短程旅遊體驗型的觀光活動為主。以三義鄉客家文化產業發展定位而言，行銷的重點有木雕文化觀光資源、鐵道文化觀光資源、休閒農業觀光資源、客家文化觀光資源等四項主要特色；應改善的項目有交通便利性不足、行銷宣傳不足及欠缺導覽解說人員；發揮的優勢則可透過客委會認證三義鄉地方產業，提升觀光客對地方特色產品的信任感，塑造客家桐花祭為三義鄉地方賣點來吸引觀光客。最後在各部門行動者的網絡關係上，公部門因人力及經費限制，可從原本文化觀光活動主導者轉變成為輔導者的角色。...

【外文摘要】As the coming of the Millennium, people gradually pay much more attention to tourism, vacation, trip, and experience foreign societal and cultural value. The providers of tourism service, including public department, private department, and the non-profit organization, improve quality and quantity to tourism as people needs increase. Because of the promotion of local industry development, employment opportunity creation, and life quality improvement of tourism, it becomes a trend that pushes local development forward through tourism. In the 21st century, it becomes one of those strategies that integrate marketing concept with the development of local culture and tourism activities. Local culture bases not only on historical inheritance and preservation, but also concerns about the meanings and value of local cultural tourism. Local marketing will be a great link between the preservation and management of ethnic culture and local development.The methodology of this article is mainly based on qualitative research and quantitative research, which tries to understand the specific methods and performance impacts of each department, and to probe into the promotion of local tourism through marketing base on the cultural tourism of the Hakka region of Sanyi.The article concludes that, the development of cultural tourism of Sanyi is primarily on short traveling experience. The key points of marketing in Sanyi are woodcarving, railway, leisure farming, and Hakka culture resources, which are the four main characteristics. Improvable items are traffic inconvenience, lack of marketing and advertising, and insufficiency of navigation interpreters. Volatilizable strengths are to offer certification to the local industry of Sanyi, to improve the confidence of tourist in local products, and to form the selling points of Hakka Tung Flower Festival to attract tourists. Finally, public department can provide assistance on tourism activities....