台灣觀光活動之品牌行銷策略──以大稻埕煙火節、大甲媽祖遶境、墾丁音樂季為例

Brand Marketing Strategies for Promoting Tourism Activities in Taiwan: The Dadaocheng Fireworks Festival, Dajia Matsu Pilgrimage, and Kenting Music Festival as Examples

臺灣不僅要提升觀光發展的量，更要提升質。亦即不僅是某個景點上的走馬看花，更是要流連忘返、別出心裁。尤其結合當地文化與人文內涵的活動，以便深入人心。因此，本研究遂擬以歷史悠久並極具特色與在地文化精神的三個活動為主要之研究對象，針對臺灣北、中、南、分別為「大稻埕煙火節」、「大甲媽祖遶境」、「墾丁音樂季」三項活動來分析當地的人文風情、在地風俗、及品牌行銷策略，並以此三個標竿活動，探討進一步之管理意涵與未來研究方向。希望藉此以供台灣觀光活動之品牌行銷策略發展之參考。據此，問卷部分，我們先以前測問卷，針對消費者價值觀與人格特徵兩量表進行初步的精練，而後正式問卷再納入體驗與涉入兩者，進行複迴歸、差異性檢定分析。分析結果顯示，此三項活動均屬於成熟階段，故影響消費者忠誠度之因素主要以涉入較主、消費者特徵方面亦具影響。這樣的發現相當有趣，值得政府機構和活動主辦單位重視。

In addition to increasing the quantity of tourism activities in Taiwan, the quality of such activities should also be improved. In other words, tourism activities should not only involve casual sightseeing but also facilitate creating unforgettable memories and unique experiences for visitors. Furthermore, such activities should be integrated with local culture to effectively attract visitors. Therefore, the present study was conducted to investigate three time-honored activities that exhibit unique local and cultural characteristics. Specifically, the Dadaocheng Fireworks Festival, Dajia Matsu Pilgrimage, and Kenting Music Festival were selected as paradigms for examining tourism activities in northern, middle, and southern Taiwan, respectively. We analyzed how local cultures, local customs, and brand marketing strategies affect these activities. Additionally, we evaluated the managerial implications of these activities and suggested potential research directions for subsequent studies. The results of the present study can serve as references for developing brand marketing strategies for promoting tourism activities in Taiwan. Regarding the experimental methods, pretest questionnaires were administered to examine inventories related to consumer values and personality traits. Inventories related to participation experiences and activity involvement were included in the formal questionnaires, and then multiple regression analysis and one-way ANOVA were adopted to analyze the data. The analytical results revealed that the three activities exhibited mature development. Therefore, factors related to activity involvement and consumer traits exerted main effect on consumer loyalty. The results of this study can serve as a reference for governmental institutions and tourism activity organizers.