臺灣觀光意象置入電視媒體之初探研究

Abstract

近年來，產業間的整合式行銷策略盛行，觀光業自然也不例外。自2000年後，國內許多研究「韓劇」風潮的論文，便不少建議政府可「透過觀光景點置入影視戲劇之行銷策略」以帶動國家產業發展。而我國行政院於2007年後提出《2015經濟發展願景第一階段三年衝刺計畫》，其主軸之一的「行銷臺灣」，在2009年的《觀光拔尖領航方案》中，便對此說明其為：靈活運用各種通路與宣傳推廣手法強力行銷的「行銷臺灣」策略，其中亦包含了結合影視推廣觀光之行銷策略。 本研究從「影視觀光」策略角度觀點，檢視臺灣觀光產業置入電視媒體行銷的現況及手法。經由深度訪談法，描繪出臺灣觀光意象置入電視媒體之操作策略。進而，透過內容分析與文件分析法，觀察出置入「臺灣觀光意象」的電視劇作品，其呈現手法可概分成四個階段：（1）劇情鋪陳、（2）情感交錯／發展、（3）劇情高潮／情感轉換矛盾、（4）結局收尾。依階段性區分，其觀光意象置入的意義與數量皆有所不同。

In recent years, the integrated marketing has prevailed among the industries, including tourism. Since 2000, the suggestions about tourism placement on TV series have come up with studies of Korean drama. And then the national policies of tourism promotion, such as on 2009 April 9 our Executive Yuan approved the “Project Vanguard for Excellence in Tourism,” among which aimed the “Marketing Taiwan” to establish a working project that utilizes the multiple channel marketing. Therefore, the study was based on the “TV-induced tourism” perspective. to review the operating methods of “Taiwan tourism image” placement on TV. Through a depth interview with deputy director-general of Taiwan tourism bureau, it got three key methods of the “TV-induced tourism” strategy of government. Then, the study employed the methods that including content analysis and document analysis, and it observed an operating mode of the “Taiwan tourism image” placement on TV series.