碩士 / 南華大學 / 國際暨大陸事務學系公共政策研究碩士班 / 102 / In Taiwan, the business district marketing is developing in recent years, just like the Internet. It starts with improving the local image, increasing media exposure, and creating hot gossip about the business district, and aims to grab people’s attention to the business district and attract more consumers. In 2013, Hi-An Tourism Business District Organization in Tainan City was officially formed and has conducted a series of marketing activities with the assistance of Shi-Shan-Yue Culture and Creativity Integration Company. This study aims to explore the satisfaction of Shi-Shan-Yue Culture and Creativity Integration Company and storeowners of Hi-An Tourism Business District toward the marketing activities of the business district in 2013.
Based on in-depth interviews, this paper concludes as the following:
1) Shi-Shan-Yue Culture and Creativity Integration Company isvery satisfied with the overall marketing activity.
2) About 70% of the storeowners of Hi-An Tourism Business District are very satisfied with the overall marketing activity, and 30% of the storeowners aresatisfied.
Based on the results, this study suggests that Hi-An Tourism Business District should focus on the following five directions in the future development: “implement independent operations by the local organization”, “creatively promote alley tours”, “plan for night lighting solutions”, “run media marketing and creative theme activities”, “bring in mechanisms of cultural and creative exhibition and performance”.
| Identifer | oai:union.ndltd.org:TW/102NHU00025006 |
| Date | January 2014 |
| Creators | Wen-Chi Pai, 白紋綺 |
| Contributors | Tzu-Yang Chang, 張子揚 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 110 |
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