地方特色观光之行销策略研究-以新竹市为例.docVIP

PAGE 1 地方特色觀光之行銷策略研究-以新竹市為例 彭金堂 謝有芳 葉美雪 游舒萍 黃欣茹 元培科技大學 企業管理系 摘要 觀光產業一直是各國極為重視的產業之一，台灣近年來也積極推動觀光客倍增計畫，然而各縣市地方政府所推動的觀光行銷策略大同小異，無法在觀光客心中產生顯著性的差異，使得如何在觀光資源相似性極高及觀光人口有限的情況之下，用不同於其他地方縣市政府的行銷包裝策略，發揮地方特色觀光資源，即成為發展地方觀光的行銷策略議題，因此，本研究探討地方特色觀光之行銷策略，並以科技之都新竹市為研究對象，提出具體的地方特色觀光行銷建議，期能顯現出行銷策略運用對地方觀光所帶來的效益。本研究主要以整合學者專家對觀光行銷策略的看法，比較新竹市與其它縣市政府所推動的地方特色觀光活動的差異性，並針對新竹市的觀光景點及文化特色進行相關的策略分析探討，藉以瞭解新竹市觀光發展的優勢與缺點，作為擬定行銷推廣策略的參考依據。研究結果除可提供新竹市未來觀光發展的行銷推廣建議，也可作為其他各地方政府研究擬定行銷推廣計畫的參考。 關鍵詞：地方特色觀光、城市行銷、行銷策略、新竹市 投稿作者單位 彭金堂 元培科技大學 企業管理系 連絡電話 03-5381183-8629 e-mail: jtpeng@.tw The Study of Marketing Strategy for the Local Cultural Tourism-A Case Study of the Hsinchu Jin-Tang Peng Yu-Fang Hsieh Mei-Hsueh Yeh Shu-Ping Yu Hsin-Ju Huang Department of Business Administration, Yuanpei University Abstract Tourism is a non-smokestack industry that is held in high importance by countries all over the world. It is regarded as one of the star industrial sectors of the 21st century and it will play a major role in future global economic development. In Taiwan, the government proposes the Doubling Tourist Arrivals Plan to make an all-out effort to double the number of international tourist arrivals and to make the citizens happy to spend their holidays in Taiwan. In order to cope with the policy of two-day-off-per-week, the municipal government of Taiwan eagerly takes the development of the local cultural tourism as the significant strategy of city marketing. However, the marketing strategy of the local cultural tourism among these municipal governments is similarly and ineffectually to attract the tourist arrival and visit. The purpose of this study is to examining the marketing strategy of the local cultural tourism and developing the marketing strategy of Hsinchu City. This study reviews the literature of marketing and illustrates the tourism resources of Hsinchu City at present as well as compares the marketing strategy with other cities. In conclusion, it is suggested that the Hsinchu city how to devel