利用多元工具行銷原民地區觀光-以高雄市茂林區為例

CNU IR > College of Sustainable Environment and Recreation > Dept. of Tourism Management > Dissertations and Theses > Item 310902800/30822

Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/30822

Title:	利用多元工具行銷原民地區觀光-以高雄市茂林區為例 A study of using multiple tools for marketing indigenous area’s tourism in Maolin District, Kaohsiung City.
Authors:	楊采潔
Contributors:	觀光事業管理系張翊峰
Keywords:	部落觀光多元行銷語音導覽系統 tribe sightseeing diverse marketing audio tour guide system
Date:	2017
Issue Date:	2018-01-11 11:43:51 (UTC+8)
Abstract:	隨著世界各地觀光旅遊產業日漸發展的影響，台灣勢必也將面對國際觀光所帶來的挑戰與趨勢。在這人手一機、網際網路普及與爆炸性資訊充斥的時代，強調創新及知識整合的平台受到大眾的青睞，而隨著個人網站、部落格、微網誌、相簿、影音分享平台使用的普及化，各種文字、圖片資訊將藉由網路快速的傳遞，如此多樣化的分享機制，在行銷推廣上達到很好的效果。觀光旅遊產業結合智慧科技來進行服務，並運用多元行銷工具提升能見度，已為此產業的發展趨勢，但位處偏遠的原民鄉鎮在觀光旅遊產業及網路行銷發展上較不完善，因此即使擁有既豐富又多樣化的多元資源，也無法有效的行銷將其推展出去。高雄市茂林區即是如此，因此本研究將以高雄市茂林區各項豐富資源為主要內容，建置一個觀光景點自動化多語系語音導覽系統為輔助工具，搭配網路行銷並融合多元行銷工具，包含觀光景點導覽摺頁等，藉此提升茂林區的觀光能見度，吸引更加多元化的國際觀光人口，將茂林當地的文化傳遞給觀光客，透過資訊分享與當地的人、事、物更緊密的聯結，進而達到更加友好的互動。 With the increasing development of tourism industry around the world, Taiwan will definitely come to a challenges and trends of international tourism. Additionally, in the area where everyone has a mobile phone, the Internet is ubiquitous and breaking news is everywhere, platforms with innovation and knowledge integration are quite popular. With the widespread use of sharing platforms such as personal websites, blogs, micro-blogging, online photo album and video, words and which can quickly spread via the network. This diverse sharing platforms can produce great effect on marketing. It has become a growing trend to provide services with smart technologies by using multiple marketing tools to raise visibility of tourism industry. However, in remote indigenous area, there is less development for tourism industry and online marketing., Even they have abundant and diverse resources, they cannot effectively promote these resources.In Maolin District, Kaohsiung City is such an example, this study will focus on all abundant resources. In Maolin District, Kaohsiung City, establishing an automatic audio tour guide system by using the auxiliary tools, combining the auxiliary online marketing and multiple marketing tools to boost Maolin District’s tourism development, to attract international visitors. Passing on local culture of Maolin to visitors, getting close to local people, news and things by information sharing, thus forming friendly interaction.
Relation:	電子全文公開日期：2020-06-22，學年度：105，165頁
Appears in Collections:	[Dept. of Tourism Management] Dissertations and Theses

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