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題名:苗栗縣大湖鄉永續觀光行銷策略之研究
書刊名:觀光與休閒管理期刊
作者:黃純真張峻嘉 引用關係廖瑜芳
作者(外文):Huang, Chun-chenChung, Chun-chiaLiao, Yu-fang
出版日期:2017
卷期:5:2
頁次:頁78-87
主題關鍵詞:觀光發展觀光策略修正式德菲法苗栗縣大湖鄉Tourism developmentTourism strategyDelphi methodDahu Town in Miaoli Conuty
原始連結:連回原系統網址new window
相關次數:
  • 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(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:1
本研究旨在探討苗栗縣大湖鄉永續觀光行銷之策略發展,並針對苗栗縣大湖鄉提出可行之永續觀光產業經營策略,藉以提升地方之城市行銷觀光經濟效應及國內外能見度。隨著政府推動周休二日,國人越來越重視生活品質,樂活生活已成為全民議題。因此許多城市及鄉鎮為帶動整體經濟,便以觀光為城市行銷之核心因素,積極運用地方特色及資源,擬定並執行城市行銷,以發展地方經濟。大湖鄉亦不例外。本研究將藉由深度訪談法、相關文獻分析以整合初步策略及架構,形成問卷。再經由12 位產官學界熟稔大湖鄉觀光現況之專家進行兩回合之修正式德菲法問卷,以形成能協助苗栗縣大湖鄉建構永續觀光行銷之策略。研究結果顯示苗栗縣大湖鄉除既有之草莓觀光吸引力外,尚須開發建立其他具潛勢之觀光吸引力,以形成獨有的觀光特色,且需在觀光策略、觀光資源及交通運輸上進行整合規畫,以加強產業間之合作關係,此外,需加強觀光相關服務系統的品質水準、充實度及規劃建構相關人才之培訓制度。而相應於網路上宣傳大湖鄉之觀光策略,亦須整合加強。並相應與其他鄰近鄉鎮合作,共同推動地區性觀光套裝旅遊,以增加大湖鄉對國內外觀光客之吸引力,以發展永續之觀光行銷策略。
The primary purpose of this study is to investigate the sustainable tourism marketing strategies of Dahu Town in Miaoli County. Practical marketing strategies for a sustainable tourism in Dahu are also proposed in the study in order to help raise the town's economic benefits from tourism marketing and to increase global visibility to the town.As two-day weekends are implemented, life quality is paid more attention by people in Taiwan and a healthy lifestyle with LOHAS is now pursued by many people. Tourism, as a consequence, becomes a main ingredient for city marketing and a driving force for economy. A place's tourism resources and characteristics are enormously made use for the sake of attracting tourists and boosting local economy. Dahu is no exception. The suggested marketing strategies for a sustainable tourism in Dahu are mapped out on the basis of a two-round modified Delphi method. It was conducted by inviting a group of 12 experts and officials, knowing well of the tourism developments in Dahu, to anonymously reply to questionnaires designed based on personal interviews and analysis of related documents. The results indicate that in addition to the seasonal attraction of strawberry-picking, Dahu needs to find out other potential sight-seeing attractions for its tourism industry. Tourism strategies, local resources and transportation are required to be integrated with one another so that closer cooperation relationships between different industries can be found. Furthermore, service quality needs to be improved and a sound man-power training system shall be established. To run the tourism sustainably, teamwork between Dahu and towns next to or nearby it is also necessary. Thus, a package tour can be promoted more easily and more tourists are expected to visit Dahu.
期刊論文
1.Alhroot, H.、Alalak, B.(2010)。An evaluation of the main critical success factors of tourist destination marketing。Interdisciplinary Journal of Contemporary Research in Business,1(12),315-330。  new window
2.Faherty, Vincent(1979)。Continuing Social Work Education: Results of a Delphi Survey。Journal of Education for Social Work,15(1),12-19。  new window
3.Murry, John W. Jr.、Hammons, James O.(1995)。Delphi: A Versatile Methodology for Conducting Qualitative Research。The Review of Higher Education,18(4),423-436。  new window
4.Holden, Michael C.、Wedman, John F.(1993)。Future issues of computer-mediated communication: The results of a Delphi study。Educational Technology Research and Development,41(4),5-24。  new window
學位論文
1.金建蕙(2005)。高雄市觀光發展策略之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Gunn, C. A.、李英弘、李昌勳(1999)。觀光規劃--基本原理、概念與案例。臺北市:田園城市文化。  延伸查詢new window
2.Ashworth, G. J.、Voogd, H.(1994)。Selling the City。London:Belhaven。  new window
3.Delp, P.、Thesen, A.、Motiwalla, J.、Seshadri, N.(1977)。Delphi: System tools for project planning。Columbus:OHrNational Center for Research in Vocational Education, The Ohio State University。  new window
4.Guilford, Joy Paul(1965)。Fundamental Statistics in Psychology and Education。McGraw-Hill。  new window
5.Dale, Gillian、Oliver, Helen、王昭正(2002)。旅遊與觀光概論。臺北:弘智。  延伸查詢new window
 
 
 
 
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