苗栗縣大湖鄉永續觀光行銷策略之研究

The Study of the Sustainable Tourism Marketing Strategies of Dahu Town in Miaoli County

本研究旨在探討苗栗縣大湖鄉永續觀光行銷之策略發展，並針對苗栗縣大湖鄉提出可行之永續觀光產業經營策略，藉以提升地方之城市行銷觀光經濟效應及國內外能見度。隨著政府推動周休二日，國人越來越重視生活品質，樂活生活已成為全民議題。因此許多城市及鄉鎮為帶動整體經濟，便以觀光為城市行銷之核心因素，積極運用地方特色及資源，擬定並執行城市行銷，以發展地方經濟。大湖鄉亦不例外。本研究將藉由深度訪談法、相關文獻分析以整合初步策略及架構，形成問卷。再經由12位產官學界熟稔大湖鄉觀光現況之專家進行兩回合之修正式德菲法問卷，以形成能協助苗栗縣大湖鄉建構永續觀光行銷之策略。研究結果顯示苗栗縣大湖鄉除既有之草莓觀光吸引力外，尚須開發建立其他具潛勢之觀光吸引力，以形成獨有的觀光特色，且需在觀光策略、觀光資源及交通運輸上進行整合規畫，以加強產業間之合作關係，此外，需加強觀光相關服務系統的品質水準、充實度及規劃建構相關人才之培訓制度。而相應於網路上宣傳大湖鄉之觀光策略，亦須整合加強。並相應與其他鄰近鄉鎮合作，共同推動地區性觀光套裝旅遊，以增加大湖鄉對國內外觀光客之吸引力，以發展永續之觀光行銷策略。 The primary purpose of this study is to investigate the sustainable tourism marketing strategies of Dahu Town in Miaoli County. Practical marketing strategies for a sustainable tourism in Dahu are also proposed in the study in order to help raise the town’s economic benefits from tourism marketing and to increase global visibility to the town.As two-day weekends are implemented, life quality is paid more attention by people in Taiwan and a healthy lifestyle with LOHAS is now pursued by many people. Tourism, as a consequence, becomes a main ingredient for city marketing and a driving force for economy. A place’s tourism resources and characteristics are enormously made use for the sake of attracting tourists and boosting local economy. Dahu is no exception.The suggested marketing strategies for a sustainable tourism in Dahu are mapped out on the basis of a two-round modified Delphi method. It was conducted by inviting a group of 12 experts and officials, knowing well of the tourism developments in Dahu, to anonymously reply to questionnaires designed based on personal interviews and analysis of related documents. The results indicate that in addition to the seasonal attraction of strawberry-picking, Dahu needs to find out other potential sight-seeing attractions for its tourism industry. Tourism strategies, local resources and transportation are required to be integrated with one another so that closer cooperation relationships between different industries can be found. Furthermore, service quality needs to be improved and a sound man-power training system shall be established. To run the tourism sustainably, teamwork between Dahu and towns next to or nearby it is also necessary. Thus, a package tour can be promoted more easily and more tourists are expected to visit Dahu.

The primary purpose of this study is to investigate the sustainable tourism marketing strategies of Dahu Town in Miaoli County. Practical marketing strategies for a sustainable tourism in Dahu are also proposed in the study in order to help raise the town’s economic benefits from tourism marketing and to increase global visibility to the town.As two-day weekends are implemented, life quality is paid more attention by people in Taiwan and a healthy lifestyle with LOHAS is now pursued by many people. Tourism, as a consequence, becomes a main ingredient for city marketing and a driving force for economy. A place’s tourism resources and characteristics are enormously made use for the sake of attracting tourists and boosting local economy. Dahu is no exception.The suggested marketing strategies for a sustainable tourism in Dahu are mapped out on the basis of a two-round modified Delphi method. It was conducted by inviting a group of 12 experts and officials, knowing well of the tourism developments in Dahu, to anonymously reply to questionnaires designed based on personal interviews and analysis of related documents. The results indicate that in addition to the seasonal attraction of strawberry-picking, Dahu needs to find out other potential sight-seeing attractions for its tourism industry. Tourism strategies, local resources and transportation are required to be integrated with one another so that closer cooperation relationships between different industries can be found. Furthermore, service quality needs to be improved and a sound man-power training system shall be established. To run the tourism sustainably, teamwork between Dahu and towns next to or nearby it is also necessary. Thus, a package tour can be promoted more easily and more tourists are expected to visit Dahu.