六堆客家文化园区体验行销之研究

【外文题名】A Study of Liouduai Hakka Cultural Park's Experiential Marketing

【作者】 刘信呈

【关键词】 六堆客家文化园区 体验行销 客家文化

【外文关键词】 Liouduai Hakka Cultural Experietial Marketing Hakka Culture

【导师姓名】丘昌泰

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【所属分类】暂无

【录入时间】2014-11-17

【全文挂接】 读秀挂接

【摘要】訪談對象包含官、學與民間團體的人士（共7人）。利用所蒐集來的資料，針對六堆客家文化園區之現況與問題，各項體驗媒介與體驗行銷運用之情況及遊客對於園區內部展覽與活動之體驗，進行分析。 本研究發現： 一、六堆客家文化園區的經費來自於政府計劃性經費，並且園區人力不足，府際與官民溝通是二大問題，而遊客型態以親子與家庭旅遊為主。 二、六堆客家文化園區目前在客家文化的展覽與表演活動辦得較為出色外，其客家文化研究與文資典藏的工作尚未展開，其並未提供足夠的六堆旅遊資訊。 三、遊客的五項體驗分數為4分左右，並且五項體驗分數與重遊意願呈正向關係。 依據量化與質化的實證結果，針對研究問題與研究目的進行討論。最後透過體驗矩陣中各單元之間的四種：強度、廣度、深度與連結，提出政策建議。...

【外文摘要】The research subject of this study is Liouduai Hakka Cultural Park, and the purpose is to analyze the role of Liouduai Hakka Cultural Park, including protecting, passsing down, carrying forward Liouduai Hakka culture and boostsing local economic at the same time. And the most important is what issues and difficulties they will face in executing. This study is based on experiential marketing. There’re three main analysis approaches including document analysis, in-depth interview and questionnaire survey. The seven interviewees was chosen from the authority, academy, and civil group. Using the experiemetal data analyze the status qou and issues of Liouduai Hakka Cultural Park, the use of strategic experiential modules and experiential providers, and tourist’s experiement in Liouduai Hakka Cultural Park. Findings: 1.The operational budget of Liouduai Hakka Cultural Park is from government’s planning budget. And the park suffers two main problems which is shortage of human resource, lack of intergovernment and government public communications. The main tourists’ characteristics are parent-child and family tour. 2.In Liouduai Hakka Cultural Park, the exhibitions and shows of Hakka culture are outstanding. But it makes no effort to research Hakka culture and archive Hakka cultural heritage. And it doesn’t have sufficient touring information of Liouduai for tourist. Five experiement scores of tourist are around four, and the all five socres have a positive relationship with volition of revisit toward Liouduai Hakka Cultural Park. 3.According to the qualitative and quantitative research result, the discussions focus on research questions and purposes. Using the four relations between cells which are intensifying-diffusing, enriching-simplifying, broadening-focusing, and connecting-separating in the experiential grid propose the policy recommendation....