地方品牌與數位行銷 以鹿谷鄉旅遊導入數位媒體設計為例

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Title:	地方品牌與數位行銷以鹿谷鄉旅遊導入數位媒體設計為例 Brands and digital marketing Taking Lugu Township Tourism Brand as an Example
Authors:	林智鴻 LIAO, JHEN-HONG
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	數位媒體設計;鹿谷鄉;地方品牌 Lugu Township;Image of Local Tourism;Brands and Digital
Date:	2020
Issue Date:	2022-12-14 09:13:52 (UTC+0)
Publisher:	亞洲大學
Abstract:	本技術報告其研究意旨目的為: 以環境永續發展為前提，導入科技，將鹿谷鄉傳統地方旅遊、觀光景點數位化，再造地方品牌，透過數位化觀光系統，行銷鹿谷鄉觀光品牌形象，提升市場競爭力。本技術報告透過現代資訊驗證數位行銷技術宣傳，在經營地方品牌成為最佳策略，鹿谷鄉採取旅遊智慧化，推廣線上觀光體驗旅遊，創造觀光附加價值，帶動地方經濟。細節運用思考，係以旅客進入陌生地觀光景點通常會產生尋路行為產生盲點，因此傳統的路標指示系統、地圖，和新科技的GPS 導航系統的完整性和方便性，會影響遊客對地方旅遊心情和觀感。基於協助遊客順利進入鹿谷鄉各景點，減低尋路的困境和塞車的焦慮感，設計團隊透過景點標識和QR code，讓遊客以手機掃描圖片或是地標，即刻可出現動態導覽說明、故事、影片，和所在地點與動線圖、交通現況等。本案例研究同時強調，21世紀全世界都面臨的問題: 如何面對與處理過度觀光所造成的環境與居住壓力，以<友善環境、保護環境、永續發展>，檢視新型態旅遊的重要性，這對於大眾對生態環境認識更需要長期投入資訊輔具設計導入，讓觀光客能有更友善環境理解接觸，讓科技始終來自於人性，不再是一句口號。 The purpose of this technical report is: under the scope of sustainability of the environment and competitiveness, the project is to integrate the traditional tourism in Lugu with digitalization through introducing new technologies. With a digitalized tourism information system, it can rebrand the local tourism industry, promote the image of local tourism attractions and facilitate competitiveness. This technical report verifies the effectiveness of digital marketing technology through modern information. The digital marketing technology can be an optimal promotion strategy for rebranding of local community. Lugu Township adapted the strategy, digitalized its local attractions and tourism industry, promoting online sightseeing experience, thus increasing the value adding of tourism industry and stimulating local economic growth. For instance, when a tourist travel to a new place, it will take time to build situation awareness before they can navigate the attractions and enjoy the sightsees. The accessibility and convenience of traditional road signs, maps and GPS will have determined factor on the traveling experience of the tourists. The baseline of the project is to reduce the anxiety and optimize tourists’ traveling experience by providing easy navigation to attractions and avoiding traffics. The design team uses QR Code and attraction tag, allowing instant access of instructions, guidance, story, video, dynamic map and traffic information from visitors’ mobile devices.This technical report also addresses the challenges of tourism industry in the 21 Century: how to solve the environmental and residential pressures as a result of over-tourism. Through the scope of “environmental friendliness, protection and sustainability,” the report will examine the importance of a new mode of tourism. This requires long-term efforts to design with facilitation from information aiding public’s awareness toward the ecosystem, so the tourists can have a better understanding and experience realizing the saying “Technology comes"
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