節慶文化創意行銷對地區產業影響之研究－以嘉義縣新港鄉為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/29647

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Title:	節慶文化創意行銷對地區產業影響之研究－以嘉義縣新港鄉為例
Other Titles:	A Study on the Influence of Festival Cultural and Creative Marketing on Regional Industries: A Case Study of Xingang Township Chiayi County
Authors:	林茂盛 LIN, MAO-SHENG
Contributors:	文化創意事業管理學系趙家民;賴文儀 CHAO, CHIA-MING;LAI, WEN-YI
Keywords:	節慶;創意行銷;產業 Festivals;Creative Marketing;Industry
Date:	2022
Issue Date:	2023-11-09 10:01:33 (UTC+8)
Abstract:	嘉義縣新港鄉主要以農業及宗教文化為主的鄉鎮，每年辦理的節慶活動並融入當地農產品及行銷策略的成功，創造來訪新港鄉的遊客的到訪的佳績。　　本研究採用文獻探討、訪談法，其中並針對產、官等六位實施訪談。成果如下：1. 新港鄉節慶文化創意行銷活動透過商圈協調、專案規劃及特色活動，成功行銷參與活動的在地產業；對於目前產業發展結合創意趨勢、融入文宗教元素，發展出新港鄉在地文化觀光特色。2. 新港鄉節慶文化創意行銷活動對於遊客旅遊意願到訪頗高，其採用廣告投放視覺效果吸引遊客達成議題促銷；另藉由行銷策略對於新港鄉公所與日本飛驒市締結友好城市意義非凡造就國際接軌的佳績。　　Xingang Township, Chiayi County is mainly based on agricultural and religious cultures. The success of the festival activities held every year by integrating of local agricultural products and marketing strategies have created an excellent record of tourists visiting Xingang Township.　　This study adopts literature review and interview methods, and interviews are conducted with six experts from industry and public officials. The results are as follows:1. The cultural and creative marketing activities for festivals of Xingang Township have successfully marketed the participating local industries through business district coordination, special activities, and special project planning; for the current industrial development, combining creative trends and incorporating cultural and religious elements, the local cultural and tourism characteristics of Xingang Township have been developed.2. Xingang township festival cultural and creative marketing activities have created a high willingness of tourists’ visiting. It uses advertising visual effects to attract tourists to achieve issue marketing; in addition, the marketing strategy of establishing the sister city between Xingang Township and Hida City, Japan creates the significant success on international conventions gearing.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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