碩士 / 大仁科技大學 / 文化創意產業研究所 / 103 / LiuQiu Ocean Herdsman Industry Series Of Activities is an annual event took place by Liouchiou Township Administration of Pingtung County for last decade. Although it has been known as a local feature festival in winter. The activities awareness is still hard to increase. And then the researcher found there are not any relative researches sticking to this festival. These situations caused researcher to find the reasons and to review it by theories of place marketing.
The researcher not only collects datum of LiuQiu island and Ocean Herdsman Industry Series Of Activities but also combines participant observation and in-depth interview.
The researcher first finds that LiuQiu Island possess special geolgical conditions and weather, the activities budget of township administration was big enough, but the organizer, civil body, resident could not cooperate with each other resulting in inefficient of local marketing. The second found was misunderstanding of activities topic and not clear of marketing leading to fail to attract tourists, finally activities coming down nothing but show.
Ten suggestions are proposed by the researcher:
(1) integrating internal and external communication skills and coordination capability of Liouchiou Township Administration
(2) making an approach to a business firm for sponsorship, especially local B&B ( Home Stay)
(3) marketing low season activities in high season
(4) adjusting period of pretection of intertidal zone
(5) using social media and online community for marketing
(6) responding to the call of government, promoting low air pollution electric motorcycle
(7) upgrading professional expertise and keeping good competitive
(8) local business firms building horizontal alliances
(9) facing big environmental change, the inhabitants need self-regulation
(10) encourage inhabitants to work capably to public affairs
Keyword: LiuQiu Island,Festival, LiuQiu Ocean Herdsman Industry Series Of Activities, benefit of place marketing
| Identifer | oai:union.ndltd.org:TW/103TAJ00785013 |
| Date | January 2015 |
| Creators | Lin, Hsueh- Ting, 林雪婷 |
| Contributors | Wang ,Chiu-Chieh, 王秋傑 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 166 |
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