節慶活動行銷策略規劃之探討-以后里樂器節為例

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Title:	節慶活動行銷策略規劃之探討-以后里樂器節為例
Authors:	黃國敏 Hwang, edhwang
Contributors:	行政管理學系 Public Administration
Keywords:	節慶活動;行銷策略;后里樂器節 Houli Musical Instrument Festival;holiday festival and celebration;marketing strategy tourism
Date:	2011
Issue Date:	2014-06-26 23:20:22 (UTC+8)
Abstract:	國際間許多研究顯示觀光節慶活動是成長最快速的觀光項目，成功的觀光節慶活動除必須具備完善的活動策劃及徹底執行計畫外，是否具備高人一等的行銷策略，更是不容忽視。台中縣自2006年首度舉辦后里樂器節活動以來，面對國內琳瑯滿目的觀光節慶活動，每年只能吸引數萬名遊客，因此，如何行銷並創造經濟產值很值得深入探討。本文以台中后里樂器節為例，先說明觀光、節慶活動、行銷等相關理論與個案探討，先對觀光節慶活動行銷策略建立理論基礎，再以McCarthy所提的4P行銷策略作為研究架構，藉由實地觀察、深入訪談產、官、學、民、媒等專 Festivals seem to be the fastest-growing tourist events. A successful festival depends on a secerious planning, outstanding marketing strategies, as well as a lively introduction of the event; it is especially important for a festival that is launched fo
Appears in Collections:	[Department of Public Administration] Seminar papers

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