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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/36411


    Title: 節慶活動行銷策略之研究-以新竹市為例
    Authors: 陳沛悌
    Chen, Pei-Ti
    Contributors: 休閒遊憩規劃與管理學系
    Leisure and Recreation Management
    Keywords: 節慶活動;行銷策略;4p行銷組合
    festival;marketing strategy;4P combination marketing
    Date: 2011
    Issue Date: 2014-06-27 15:06:46 (UTC+8)
    Abstract: 觀光節慶活動可以視為當地發展觀光的重要活動之一。近年來越來越多地區掀起一股辦理地方節慶活動的熱潮，企圖透過觀光節慶活動的特殊特色吸引人潮、延長觀光季節，增加對地方的效益。本研究採深度訪談蒐集政府工作人員、產業界人士、民間團體代表、相關學者的意見，探討目前新竹市觀光節慶活動發展現況與各節慶活動行銷策略，訪談結果以NVivo軟體進行整理。
    本研究結果顯示目前新竹市的新興節慶活動主要包括米粉摃丸節、竹塹玻璃藝術節、看海月、賞花月，以及觀光月，推行以來發展至今已趨成熟，對於延續傳統產業以及帶動週邊產品均有良好效果
    Festival is one of the important activities of local tourism development. Currently, festival is a very popular destination marketing strategy for many governments, mainly because festival is an effective strategy to attract many visitors, extend tourism
    Appears in Collections:[Department of Leisure and Recreation Management] Seminar Papers

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