台灣三峽之旅遊形象品牌策略建構模式之創作研究

Abstract

隨著社會發展經濟的逐年增長，人民平均經濟水平的提升，民眾對生活質量品質的要求也日益提高，再加上週休二日的政策實施，這些都帶動了觀光休閒的趨勢發展（張淑青、黃直,2009）。而休閒的觀光活動已成為了現代人們的生活中必不可缺的部分(王明輝、 蔣太民,2008)。 根據中華民國交通部觀光局的統計，105年來臺的訪客達到10690279人次，其中來台的觀光客人數為7560753人次，占來台總人數的70.73%。台灣旅遊資源豐富，這也使得島內旅遊產業的競爭更加的激烈，而旅遊品牌的出現，可以清楚的讓遊客區別同種旅遊產品的不同供給，同時旅遊品牌也可以讓遊客產生認同感與旅遊產品個性結合的產物。 台灣三峽作為傳統特色產業藍染的發源地，其擁有著豐富的歷史文化背景與傳統手工藝，在現今旅遊市場競爭日益激烈的時代，如何讓旅遊品牌差異化從而為三峽帶來更多的旅遊與旅遊價值，是我們需要深入研究的問題。 本研究以『台灣三峽地區』為研究對象，為該地區重新建構旅遊品牌形象，規劃出完整的策劃方案。在本研究的第一階段將對『旅遊品牌』、『旅遊目的地行銷』、『文化符碼』、與『台灣三峽』進行文獻的探討，旅遊品牌的定義和它所具備的基本要素以及旅遊目的地行銷的定義模式與策略，並分析文化符碼的根源『符號學』及其它與旅遊品牌的關係，最後通過文獻結論找出三峽的歷史文化的特色；第二階段尋找現有的旅遊品牌成功案例進行解剖與研究，找出其旅遊品牌的成功要素；第三階段透過訪談法，進一步了解三峽的旅遊業的發展和現狀，去挖掘出三峽文化的特色及核心價值。第四階段通過田野調查分析三峽的旅遊資源及市場狀況，並制定相對的行銷策略。 最後匯集整理統計研究結果，將三峽的文化符號導入品牌的形象設計中，創建屬於三峽的旅遊品牌形象，並搭配出符合三峽旅遊品牌的行銷模式，本研究成果可為其他 創建的旅遊品牌形象的地區做為參考。With the development of social economy Increased year by year, the improvement of the people's average economic level, and the increasing demand for quality of life, coupled with the implementation of the policy on the second day of the week, these have led to the development of tourism and leisure (Zhang Shuqing, Huang Zhi, 2009). Leisure tourism has become an indispensable part of modern people's lives (Wang Minghui, Jiang Taimin, 2008). According to the statistics of the Tourism Bureau of the Ministry of Communications of the Republic of China, the number of visitors to Taiwan in the past 105 years has reached 10,690,279, of which 7,560,753 are visiting tourists, accounting for 70.73% of the total number of visitors to Taiwan. Taiwan is rich in tourism resources, which makes the tourism industry more competitive. The emergence of tourism brands can clearly distinguish tourists from different supply of the same kind of tourism products. At the same time, tourism brands can also give visitors a sense of identity and personality combined with the product of tourism products. As the birthplace of blue dyeing of traditional characteristic industries, Taiwan Sanxia has abundant historical and cultural backgrounds and traditional handicrafts. In the era of increasingly fierce competition in the current tourism market, how to differentiate tourism brands and bring more tourism value to Sanxia is the problem we need to study in depth. This study takes "Taiwan Sanxia Region" as the research object, re-constructs the tourism brand image for the region, and plans a complete planning plan. In the first phase of the study, we will discuss the "tourism brand", "tourism destination marketing", "cultural code", and "Taiwan Sanxia" literature, the definition of tourism brand and its basic elements and the tourism destination marketing mode and strategy, at the same time analyzes the root of the cultural code "symbolics" and relationships with other tourism brands, and finally find out the characteristics of the history and culture of Sanxia through the literature conclusions; the second stage is to find out the success factors of existing tourism brands Cases. In the third stage, through interviews, we further understand the development and current situation of the tourism industry in Sanxia, and explore the characteristics and core values ​​of the Sanxia culture. The fourth stage analyzes the tourism resources and market conditions of Sanxia through field research s and formulates relative marketing strategies. Finally, the statistical research results are compiled and the cultural symbols of Sanxia are added into the brand image design to create a tourism brand image belonging to Sanxia and matched with the marketing model of Sanxia tourism brand. The research results can be the image of other created tourism brands in other areas a reference.