台灣國人餐飲、旅遊及藝文之消費文化與其相關產業廣告行銷策略之研究

Research on Consumption Culture and Its Related Industries’ Advertising and Marketing Strategies of Taiwanese Catering, Tourism and Arts Culture

自民國90年起，隨著國人所得提高及休閒時間增加，對於餐飲、旅遊及藝文之消費需求劇增。相關產業之推廣與發展，具有劃時代的意義及深遠影響。且隨著社會型態改變、休閒的大眾化，這些相關產業已成為國家經濟發展重要指標。故值得我們深入瞭解與探討。本研究經由系統性歸納分析結果，分別從政府及產業面提出推動策略，作為產業及政府相關單位政策規劃參考，並探討我國觀光旅遊、美食及藝文產業競爭優勢及市場利基。且藉由「2011臺灣行動行銷媒體工具效益分析調查報告」，其調查消費者實際接觸行動廣告的經驗，探討消費者接觸行動廣告的行為與實際感受，作為未來結合行動廣告的服務設計對於餐飲、旅遊及藝文等創意文化之消費需求相關產業之推廣，並作為對於行動廣告的內容、驅動因素等設計的要點，協助各界掌握行動廣告內容設計與購買行為之間的關聯性為目的。

Since 2001, with the proceeds of the domestic people to increase in income and leisure time, the sharp increase in consumer demand for catering, tourism and the arts culture. The promotion and development of the related industries has the far-reaching impact and the significant epochal meaning. With the changes in social patterns and the popularity in leisure for people, the related industries have become the important indicators of national economic development. This issue is worth of our in-depth understanding and explore. This research through the systematic analysis to induct the analysis results and to promote the strategies, as the industries and government strategies planning reference, and explore the competitive advantages and market niches for tourism, catering and arts culture in our country. And by the “2011 mobile marketing media tools benefit analysis of the investigation report”, its investigation of consumer experience of the actual contact mobile ads, to explore consumer exposure to mobile ads and the actual feel, as a future service design combined with mobile ads and the promotion of the consumption demand for tourism, catering and arts culture et al. creative culture related industries, and as the design highlights of the content and driving factors for mobile ads. Finally, we try to help the related industries to grasp the correlation between the mobile advertising content design and the consumer behavior as the research purpose.