微電影競賽之運作經營實例－－以第二屆屏東電影節金緱獎為例

Tourism Marketing for Cities Using Micro Movie Awards Festivals: A Case Study of the Second Pingtung Dream Go Micro Movie Awards Festival

近年來以微電影創作形態作為行銷地方特色，進而希望帶動地方觀光與產業發展的思考似乎成為一股潮流。本研究主要透過田野調查的實地訪談方式，針對第二屆屏東電影節金緱獎，微電影創作競賽的運作實貌與相關議題進行研究。透過實際參與或熟捻此一領域之產、官、學界等代表性人士的深入訪談，本文發現，金緱獎的辦理代表著屏東人愛鄉護鄉的高度熱忱；同時，第二屆金緱獎相當程度成功凝聚了屏東產、官、學的力量，可以說，扮演此一活動推動的金緱獎推動委員會，在公私協力的成功所扮演的角色居於關鍵性的地位。當然，如何持續人才培訓，提升金緱獎參賽影片的水準，讓金緱獎的永續發展與屏東地方特色的結合更為緊密，也成為本文經由訪談所要提出的觀察與建言。

Recently, there has been a trend to utilize micro movies to promote tourism and local industries. By studying the 'Second Pingtung Dream Go Micro Movie Awards Festival', this present qualitative study investigates the potential impact of utilizing micro movie festivals to promote tourism and industry in Pingtung County. To get a deeper understanding of the aspects of the operation and execution of such festivals, in-depth interviews with experts from the film industry, the government, and academia were conducted. The collected data was then analyzed and interpreted. The results showed that Pingtung residents' passion for the county combined with successful coordination among the film industry, the government, and academia will enhance tourism. In conclusion, suggestions are offered regarding how to consistently train personnel, how to enhance the quality of micro movies, and how to further connect the festivals to local culture, special events, and business enterprises.