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題名:溫泉旅遊地品牌推動決策指標研究-以「臺南.湯」為例
作者:林國華
作者(外文):Kuo-Hua,Lin
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:李教授鴻文
學位類別:博士
出版日期:2017
主題關鍵詞:溫泉旅遊地旅遊地品牌決策指標Hot Spring DestinationDestination BrandStrategy Indices
原始連結:連回原系統網址new window
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臺灣溫泉法2013年立法後帶動溫泉成為熱門旅遊景點,溫泉旅遊地也成為地方政府推動區域觀光品牌的重要資產。臺南市深具歷史浪漫、人文創新及生態永續之城市形象,其中關子嶺及龜丹二處溫泉鄉,除擁有豐富人文內涵之外,更以溫泉資源聞名遐邇。臺南市政府為培養及深化溫泉產業的軟硬實力,已將溫泉產業發展納入市府重要觀光施政政策,希冀整合政策目標,兼顧景觀營造及城市行銷,推動「溫泉旅遊地品牌」,以強化「臺南.湯」獨特的品牌價值。
本研究參考聯合國世界觀光組織(UNWTO)於2009年發行之「觀光目的地品牌化手冊」,建構溫泉旅遊地品牌推動步驟,再透過文獻分析蒐集臺南溫泉旅遊地資源、溫泉法及相關法規、溫泉多元應用分析、目的地意象與品牌權益分析及消費決策行為分析與旅遊競爭力研究等構面之品牌推動策略因子計39項,並結合焦點團體訪談初訂「法制管理」、「旅遊服務」、「品牌行銷」及「永續發展」4項決策指標領域及其下策略因子雛構,接續德爾菲法歸納出20項重要策略因子,並經由層級分析法決定因子權重,期待以科學方法系統化分析,提供政府推動溫泉旅遊地品牌的方向和依序作法模式。
研究結果顯示,在臺南溫泉旅遊地品牌推動的策略目標下,第一層構面 4項決策指標之「永續發展」權重達0.411,為最重要之決策指標,之後依序為旅遊服務(0.211)、品牌行銷(0.209)及法制管理(0.168)。而第二層構面20項策略因子之整體權重最高前三名依序為「推動溫泉社區總體營造計畫(0.152)」、「開通品牌網路社群行銷(0.094)」以及「推動老舊旅館品質提升及更新再造(0.091)」。
The hot spring sites have been becoming tourist attractions since Taiwan passed the Hot Spring Act in 2003, as local governments usually consider the hot spring sites as important measures for boosting tourism. Tainan is aiming to promote its famous hot spring tourist attractions, such as Guanziling and Guidan hot springs, by strengthening the image of brand value of "Tainan hot springs". By utilizing the city's image of long history, rich culture and eco-friendly, the hot spring tourism industry, as a part of its tourism developing policy, has been integrated with the landscape planning and city marketing.
The aim of this study is to develop a systematic and scientific approach to policy making for Tainan hot springs promotion. The procedure for branding Tainan hot springs was developed based on the Tourism Destination Branding Manual released by the United Nations World Tourism Organization (UNWTO) in 2009. By reviewing the literature, a total of 39 factors related hot spring tourism destination branding in the aspects of tourist attractions, laws and regulations, utilization of hot springs, image of tourist attractions, brand equity, consumer decision-making behaviors and tourism competitiveness were summarized. These factors were integrated into four strategic indices, i.e. Legal Management, Travel Services, Brand Marketing and Sustainable Development, which were concluded according to the outcomes of focus group interviews. All this constructed a hierarchy of policy decision making for Tainan hot springs branding. The 39 factors were further narrowed down to 20 key factors by using the Delphi method and then were weighted by using the Analytic Hierarchy Process (AHP).
The results show that Sustainable Development has the highest weight (0.411) of the four strategic indices in the first-level of the hierarchy, followed by Travel Services (0.211), Brand Marketing (0.209) and Legal Management (0.168). Of the 20 key factors in the second-level of the hierarchy, Implementing Overall Construction Plans for the Hot Spring Site has the highest weight (0.152), followed by Marking and Branding via Online Social Networking Services (0.094) and Refurbishing and Improving Management for Old Hotels (0.091).
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