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題名:節慶活動經營診斷之研究
書刊名:管理實務與理論研究
作者:許世芸蔡進發 引用關係詹宗憲
作者(外文):Hsu, Shih-yunTsai, Chin-faTsan, Tsung-hsien
出版日期:2007
卷期:1:3
頁次:頁65-90
主題關鍵詞:產品理論落差理論IPASWOTThree levels of productGap theory
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(1)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:84
  • 點閱點閱:26
一項盛大節慶活動的舉行,不但能夠在短時間之內吸引數百萬的人潮來參觀,亦可增加當地居民的收入、人民對文化的認同、地方政府對該地的建設等。例如,日本、巴西、德國、美國等國家都利用其具有代表該國民族性或地方特性的節慶活動來吸引外國遊客的拜訪,並藉此以達到宣揚該國的傳統民俗文化及促進觀光外匯收益之效。又如世界三大藝術節:英國愛丁堡藝術節、法國亞維儂藝術節與美國紐約下一波藝術節都各有其成立的背景與特色,而因其成功地創下藝術節的典型,現今世界各地的藝術節或民俗節慶活動莫不以其爲活動舉辦的參考對象。在台灣有關於文化藝術的節慶方面,亦如雨後春筍地不斷湧現,但某些節慶活動對觀光的發展似乎並不如預期顯著,甚至被評論爲大拜拜活動,並未明顯地爲地方帶來相關商機。因此本研究問題在於如何建立一套節慶活動經營診斷模式,以提升其經營績效。另外回顧相關研究,許多企業透過行銷組合制定其行銷策略以達成其經營計畫,所以本論文擬以嘉義市國際管樂節爲例,(1)計畫以「產品理論、落差理論、IPA(Important-Performance Analysis)法及SWOT(strength, weakness, opportunity, threat)分析」爲一模式來診斷嘉義市國際管樂節,並(2)探討嘉義市國際管樂節遊客之個人背景、對其節慶活動產品之重視度、體驗度、滿意度、忠誠度、及其之間的關係。藉此以作爲日後節慶活動主辦單位永續經營之參考。
A big and successful festival not only can attract many thousands of visitors in a short time, but also can improve local residents' income, cultural recognition, and physical environment. Countries such as England, France, and the United States have used their distinctive cultural or ethnic festivals to attract foreign visitors for promoting their traditional culture and generating revenue from festival tourism. For example, the Edinburgh Festival in England, Festival d' Avignon in France, Next Wave Festival in New York, USA are ones of the most successful art festivals and became the models for other festivals in the world. As for the art festivals in Taiwan, they are numerous but some of them are not successful. They are even criticized as meaningless and criticized because they do not develop significant business opportunities for local communities. The research problem in this study is how to improve festival performance. Based on the Chiayi International Band Festival, this study is to examine festival performance considering the three levels of product, gap theory, IPA (Important-Performance Analysis) and SWOT (strength, weakness, opportunity, threat). Its audience's demographics are to be considered in assessing importance-performance, satisfaction, loyalty and the interrelationship among these. The findings of this research are expected to guidance for the sustainable management of the art festivals.
期刊論文
1.張淑青(20041000)。顧客滿意與信任對忠誠度影響之研究。管理學報,21(5),611-627。new window  延伸查詢new window
2.陳碧娟(20030300)。嘉義市管樂節十年回顧與展望。人文藝術學報,2,183-208。new window  延伸查詢new window
3.Dogan, G.、Kim, K.、Uysal, M.(2003)。Perceived impact of festival and special by organizers: an extension and validation。Tourism Management,25,171-181。  new window
4.陳麗紅、江彩禎(20040600)。以觀光作為地方經濟發展策略其推動機制之研究--蘇格蘭愛丁堡經驗。臺灣土地金融季刊,41(2)=160,177-195。  延伸查詢new window
5.葉碧華、蔡進發、陳盈倩、黃宗成(20041200)。行銷組合、落差理論及IPA在節慶活動經營診斷之應用--以臺中大甲媽祖國際觀光文化節為例。生物與休閒事業研究,2(2),13-37。new window  延伸查詢new window
6.吳淑女(1995)。淺談節慶觀光與推廣之道。觀光教育,45(6),52-56。  延伸查詢new window
7.Driver, B. L.、Brown, P. J.(1975)。A Social-psychological Definition of Recreation Demand, with Implications for Recreation Resource Planning。Assessing Demand for Outdoor Recreation,12(8),62-88。  new window
8.Schreyer, R. S.、Roggenbuck, J. W.(1978)。The Influence of Experience Expectation on Crowding Perceptions and Social-Psychological Carrying Capacities。Leisure Sciences,1(4),373-394。  new window
9.Dorfman, Peter W.(1979)。Measurement and Meaning of Recreation Satisfaction: A Case Study in Camping。Environment and Behavior,11(4),483-510。  new window
10.陳水源(19881000)。遊客遊憩需求與遊憩體驗之研討。戶外遊憩研究,1(3),25-51。new window  延伸查詢new window
學位論文
1.朱育塋(2003)。遊客市場策略分析探討--節慶活動期間與非活動期間之比較性研究(碩士論文)。國立嘉義大學。  延伸查詢new window
2.陳達章(2001)。台灣地區地方政府公辦國際文化活動之研究--以嘉義市文化局舉辦國際管樂活動為例(碩士論文)。南華大學。  延伸查詢new window
3.陳湘東(2000)。節慶活動與企業贊助動機之研究(碩士論文)。朝陽大學。  延伸查詢new window
4.魏弘發(1996)。遊客選擇行為與遊憩阻礙之研究:以臺灣民俗村為例(碩士論文)。逢甲大學。  延伸查詢new window
5.林淑晴(1988)。從環境知覺探討垃圾對遊憩體驗的影響--以日月潭為例(碩士論文)。國立中興大學。  延伸查詢new window
圖書
1.Hill, Elizabeth、O'Sullivan, Catherine、O'Sullivan, Terry(2003)。Creative Arts Marketing。Butterworth-Heinemann。  new window
2.交通部觀光局(2003)。觀光政策白皮書。臺北:交通部觀光局。  延伸查詢new window
3.Morgan, M.(1996)。Marketing for leisure and tourism。London:Prentice-Hall。  new window
4.Getz, D.(1991)。Festival, Special Event and Tourism。New York:Van Nostrand Reinhold。  new window
5.Kolter, P.(1998)。Marketing Management: Analysis, Planning, Implementation, and Control。London。  new window
 
 
 
 
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