南投縣信義鄉地方觀光行銷策略之研究

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Title:	南投縣信義鄉地方觀光行銷策略之研究
Authors:	白士杰
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	行銷策略、地方行銷、觀光行銷、marketing strategies、place marketing、tourism marketing
Date:	2018
Issue Date:	2018-07-18
Publisher:	亞洲大學
Abstract:	本研究內容主要是研究信義鄉觀光行銷策略，以信義鄉為研究對象，整合分析公部門、私部門及第三部門發展觀光的理念、做法與成效，主要目的在藉由對地方觀光行銷策略的探討，找出信義鄉發展觀光的地位，提供給相關單位做參考。本研究以質化方法為主，透過文獻分析探討地方觀光行銷相關研究：針對公部門三人、私部門五人、第三部門六人進行深度訪談，以了解各部門推展觀光的理念、實際做法與成效。此外藉由田野調查以及參與觀察了解信義鄉發展觀光的實際情形。就研究分析發現，信義鄉發展觀光定位以兩天以上中程旅遊體驗觀光為主。針對此發展定位，信義鄉應推廣的特色以山區生活與原住民文化體驗為主；應改善的項目為行銷宣傳不足、交通不便性及欠缺專業導覽解說人才；應發揮的優勢有塑造玉山國家公園為地方賣點及整合三部門規劃套裝行程與優惠方案來吸引顧客、並透過農特產品的認證提升產品品質與銷售量。 The contents of this study mainly consist of studying the marketing strategy for tourism in Shin Yi Township with Shin Yi Township as study subject, integrating and analyzing ideals, actual actions and outcomes from public sector, private sector and the third sector in regard to developing tourism. The goal is to find out the status of Shin Yi Township in developing toursim by exploring the marketing strategy for local tourism and provide it to relevant organizations for reference. This study is based on qualitative methods and explores correlated studies on marketing strategy for local tourism through literature analysis. To understand the ideals, autual doings and efficacy of each sectors, this study conducts in-depth interviews concentrating with three people from public sector, five people from private sector and six people from the third sector. Furthermore this study helps understand the real-life condition of tourist development in Shin Yi Township through field investigation and participatory observation. According to the findings of this study, the niche for developing tourism in Shin Yi Township mainly lies in longer-than-two-day, mid-distance travels for experience-based sightseeing. In regard to this niche, the specialties Shin Yi Township should promote are predominantly the life in the mountains and aboriginal culture experience. Items that should be improved on are insufficient marketing propaganda, inconvenient trasportation and the lack of talents for professional tour guide. The strengths to exploit are playing up Jade Mountain National Park as a local selling point,attracting clients by integrating three sectors on devising package tours and with special offers, and boosting product quality and sales volume through the verification of special agricultural products.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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