探討社區型基金會推動社區旅遊資源整合及行銷機制之研究－以新港文教基金會為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/22840

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Title:	探討社區型基金會推動社區旅遊資源整合及行銷機制之研究－以新港文教基金會為例
Other Titles:	The Research of Community Foundation Combining and Marketing Tourism Resources--A Case Study on Hsin-Kang Foundation of Culture and Education
Authors:	蔡佳宜 Tsai, Chia-yi
Contributors:	旅遊事業管理研究所陳璋玲 Chung-ling Chen
Keywords:	行銷;旅遊資源;文教基金會;旅遊產品;社會企業 social enterprise;tourism products;tourism resources;culture and education foundation;marketing
Date:	2007
Issue Date:	2015-08-06 16:37:25 (UTC+8)
Abstract:	新港文教基金會以社造理念推動社區的旅遊發展，以既有的社造基礎，整合社區產業背後的文化、特色、價值，創造並行銷社區獨特的旅遊產品、資源，社區產業發展亦帶動社區整體發展，建立社區永續發展的機制。基金會在輔導社區產業轉型過程中，引導社區產業參與社區事務，產業經由學習、參與、執行決策，產生社造精神，朝向社會企業邁進。　　　　本研究以新港文教基金會作為個案研究，藉由訪談基金會人員及社區產業，輔以觀察法及次級資料分析，作質性的探索性分析，得到以下的結論：　　　　1.基金會整合社區旅遊資源的機制分成內部及外部機制，內部機制藉由開會、討論，以群體決策方式執行整合計畫；外部機制為結合政府資源，對社區產業進行專業的輔導，以社區共同培力的方式與產業共同成長、進步，得到產業聯盟的效益，並引導產業具有社會企業思維。　2.基金會行銷社區旅遊產品的方式為自創新港客廳作為品牌，創新產品包裝，規劃多項套裝旅遊行程，並運用多種行銷推廣方式，藉由直接與間接通路，行銷社區旅遊產品，推動社區的旅遊發展。　3.藉由SWOT配對矩陣，分析基金會推動社區旅遊發展的內部優勢、弱勢，與外部的機會、威脅，提供基金會未來推動社區旅遊發展的建議。　　The Hsin-Kang foundation of culture and education makes the idea and promotes the development of travel of the community with the society, make the foundation for the society that has already had, combine the culture, characteristic, value behind community's industry, set and on sale throughout the unique tourism products, resource of community, community's industry develops and also drives the community to develop wholly, set up the mechanism that the community develops continuously forever. 　　　　The foundation leads community's industry to participate in community's affairs in the course of coaching to community's industry and making the transition, the industry is via studying, participating in, carrying out decision, produce the spirit of making of the society, social enterprise march towards the orientation. 　　　　This research regards the Hsin-Kang foundation of culture and education as case study, with the personnel of interview foundation and community's industry, complement it in order to observe the law and secondary analysis, do quality exploration analysis, get the following conclusions: 　　　1.The foundation combines the mechanism of the community tourism resources to divide into inside and external mechanism, the inside mechanism is by having a meeting, discussing, carry out and exactly total and row by way of colony's decision; The external mechanism carries on specialized coaching to community's industry in order to combine government resources, by way of banking up strength with earth together in the community to grow up with the industry together, progress, received benefit of industry's alliance, lead the industry to have social enterprise's thinking. 　2.The way in which the foundation is on sale throughout the community tourism products is achieving the sitting room of the Hsin-Kang as the brand, the innovative packing of product, plan the travel journey of multiple suits, use many kinds of marketing to popularize the way, with the indirect thorough fare directly, the tourism products of marketing community, promote the development of travel of the community. 　3.Mate matrix by SWOT, analyse foundation promote community inside advantage, weak tendency, travel of development, with external chance, threat, offer the suggestion that the foundation promotes community's travel development in the future.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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