請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21780
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
dc.contributor.author | Yi-Hui Lee | en |
dc.contributor.author | 李怡慧 | zh_TW |
dc.date.accessioned | 2021-06-08T03:46:29Z | - |
dc.date.copyright | 2019-02-15 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-02-11 | |
dc.identifier.citation | 1. Aaker, D. and Joachimsthaler. (2000). Brand Leadership. The Free Press- New York.
2. Aaker, D. A. (2001). Strategic market management. New York: John Wiley. 3. Allen et al. (2002). Festival and Special Event Management (25). p.142. 4. Allen, J., Harris, R., McDonnell, I., & O’Toole, W. (2008). Festival and special event management (6th Ed.). Australia: John Wiley & Sons Ltd. 5. Asia MICE Forum Report. (2012). Taipei. 6. Baloglu, S., and McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research (26). Pp.868-897. 7. Beldona, S., and Morrison, A. M. (2006). Journal of Hospitality & Leisure Marketing: Tradeoff analysis of perceived customer value: The case of a travel vacation club. (14-2). Pp.63-78. 8. Blain, C., Levy, S.E. and Ritchie, J.R.B. (2005). Journal of Travel Research: Destination Branding: Insights and Practices from Destination Management Organizations. (43). Pp.328-338. 9. Booking.com. (2017). From Brisbane to Bogota, Booking.com reveals ten up and coming destinations for 2018. website: https://news.booking.com/ from-brisbane-to-bogota-bookingcom-reveals-ten-up-and-coming-destinations/ 10. Booms, B. H., and Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. Illinois: American Marketing Association. 11. Bowdin, G., Allen, J., O’Toole, W. (2006). Event management second edition. 12. Bowdin, G., Allen, J., O’Toole, W., Harris R. McDonnell, I. (2010). Events Management. Oxford: Elsevier Butterworth-Heinemann. 404pp. 13. C. Michael Hall. (1992). Hallmark Tourist Events: Impacts, Management and Planning. John Wiley & Sons Australia Ltd; illustrated edition. 14. Cooper, R., Edgett, S. and Kleinschmidt, E. (1998). Portfolio Management for New Products. Cambridge, MA: Preseus Books. 15. Dann, G.M.S. (1977). Anomie, Annals of Tourism Research: Ego-Enhancement and Tourism. (4). Pp.184-194. 16. Destination Next Report. (2017). InterVISTAS Consulting Inc. 17. Dolnicar, S. (2008). Market segmentation in tourism. In A. Woodside, & D. Martin (Eds.), Tourism management, analysis, behavior and strategy. Cambridge: CABL. Pp.129-150. 18. Donald W Cowell. (1984). Marketing of Services. Heinemann. 19. Fredline, E., Jago, L., and Deery, M. (2003). The development of a generic scale to measure the social impacts of events. Event Management. (8). Pp.23-37. 20. Getz, D. (1991). Festival, special event and tourism, Van Nostrand Reinhold. 21. Getz, D. (1997). Event management & event tourism, New York: Cognizant Communication Corp. 22. Getz, D. (1999). The impacts of mega events on tourism: Strategies for destinations. In W. T. Andersson, C. Persson, B. Sahlberg and L.Strom (eds.). The impacts of mega events. Ostersund, Sweden: European Tourism Research Institute. Pp.5-32. 23. Getz, D. (2005). Event management and event tourism (Second eds.). New York: Cognizant. 24. Getz, D. (2007). Event Studies: Theory, Research and Policy for Planned Events, Butterworth-Heinemann, Oxford. 25. Getz, D. (2008). Event Tourism: Definition, Evolution, and Research. Tourism Management, 29(3). p407. 26. Gilmore, F. (2001). Place Branding and Public Diplomacy, 3(1). New York: Free Press. Pp.53-72 27. Hall, C.M. and Williams, A. (2008). Tourism and Innovation, Routledge, London. 280pp. 28. Hannam, K. (2004). Tourism and development II: marketing destinations, experiences and crises. Progress in Development Studies, 4(3). Pp.256-263. 29. Hannam, K. (2004). Tourism and Reginal Competitiveness. 261pp. 30. Hanna, S., and Rowley, J. (2008). Analysis of terminology use in place branding. Place Branding and Public Diplomacy, 4(1). Pp.61-75. 31. Iso-Ahola, S.E. (1982). Toward a Social Psychological Theory of Tourism Motivation: A Rejoinder. Annuals of Tourism Research, 9(2). Pp.256-262. 32. Judd, Vaughan C. (1987). Differentiate With The 5th P: People. Industrial Marketing Management. (16). Pp.241-247. 33. Justin Huang (2018). Taitung is different. Common Wealth. 34. Kapferer, J.N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page. 35. Kavaratizis, M. (2008). From City Marketing to City Branding, Groningen: Faculty of Spatial Sciences(PhD Thesis). 36. Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. (57). Pp.1-22. 37. Kotler, P. (1980). Principles of marketing. Englewood Cliffs, NJ: Prentice-Hall. 38. Kotler, P. (1984). Rethink the marketing concept – there are 6 Ps not 4. Marketing News, 18(19).3. 39. Kotler, P., Haider, D. and Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations New York: Free Press. 40. Kotler, P., Jatusritak, S., and Maesincee, S. (1997). The Marketing of Nations: A strategic approach to building national wealth. New York: The Free Press. 41. Kotler, P., and Gertner, D. (2002). Country as Brand, Products, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand Management, 9(4/5), 249-261. 42. Kotler, P., Bowen, J. and Makens, J. (2010). Marketing for Hospitality and Tourism. 5th edition. New Jersey: Pearson Education Inc. 43. Lash, S. and Urry, J. (1994). Economies of Signs and Space. London: Sage. 44. Levitt, T. (1965). Exploit the Product Life Cycle. Harvard Business Review. (43). 81-94. 45. Maximilian Claessens. (2017). Characteristics of the Product Life Cycle Stages and Their Marketing Implications. Marketing Insider: https://mark eting-insider.eu/characteristics-of-the-product-life-cycle-stages/ 46. McCarthy, E.J. (1960). Basic Marketing: a Managerial Approach. Homewood, IL: Irwin. 47. Michael E. Porter. (1989). The Competitive Advantage of Nations. New York: The Free Press 48. Milne, G. R., & McDonald, M. A. (1999). Sport marketing: Managing the exchange process. Boston: Jones and Bartlett. 49. Morrison, A.M. (1989). Hospitality and Travel Marketing. 1st edition. Clifton Park, NY: Delmar. 50. Morrison, A.M. (1996). Hospitality and Travel Marketing. 2nd edition. Clifton Park, NY: Delmar. 51. Morrison, A.M. (2010). Hospitality and Travel Marketing. 4th edition. Clifton Park, NY: Delmar. 52. Moscardo, G. (2007). Analyzing the role of festivals and events in regional development. Event Management, (11). Pp.23-32. 53. Richard R. Perdue. (1996). Target Market Selection and Marketing Strategy: The Colorado Downhill Skiing Industry. Journal of Travel Research. 34(4). Pp.39-46. 54. Riezebos, H. J. (1994). Brand-Added Value: Theory and Empirical Research About the Value of Brands to Consumers, Eburon Delft, Series in General Management. (9).Rotterdam School of Management. 55. Robert Govers and Frank Go. (2009). Place Branding : Glocal, Virtual and Physical, Identities Constructed, Imagiinal and Experienced. Basingstock, Hampshire, UK: Palgrave Macmillan. 56. Stabler, M. J. (1995). The image of destination regions: Theoretical and empirical aspects. In B. Goodall, & G. Ashworth (Eds.), Marketing in tourism Industry: The Promotion of destination regions. London. 133–159. 57. Taiwan Today. (2017). Two international triathlons to kick off in Taitung. Website: https://taiwantoday.tw/news.php?unit=10&post=112756 58. Van Der Wagen and Carlos B., (2005). Event Management for Tourism, Cultural Business and Sporting Events. Pearson Prentice Hall. Upper Saddle River, NJ. 59. Van Gelder, S.(2003). Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets. London: Kogan Page. 60. Watt, D.C. (1998). Event Management in Leisure and Tourism, Harlow, Longman. Pp.52-59. 61. Windham, I. and Orton, K. (2000). The Soul of the New Customer: the Attitudes, Behaviors, and Preferences of E-Customers. New York, NY: Allworth Press. 62. Xiao, H., and Smith,S. (2004). Residents’ perceptions of KitchenerWaterloo Oktoberfest: An inductive analysis. Event Management. 8(3). Pp.161-175. 63. Taiwan Department of Household Registration. Website: https://www.ris. gov.tw/app/en/3910 64. The Ethnics of Taitung. Taitung county website: http://www.taitung.gov. tw/en/cp.aspx?n=B5877621755C11D4 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21780 | - |
dc.description.abstract | 因應全球化與都市化的影響,國與國之間的界線已然消弭,取而代之的是地區之間對於資源的競爭,城市發展成為重要的指標,為了吸引大量人才及投資,各個城市與地區無不卯足全力塑造具有自身特色的城市意象,建立基礎建設、改善城市生活機能以建立城市品牌,成為另一種以品牌行銷城市的方式提升地區知名度與附加價值,並吸引外來投資及人才的進入。
地區品牌行銷需要透過整合各方面資源使地區成為行銷主體,現今的全球趨勢,地區品牌的建立多以舉辦大型活動來行銷地區或城市特色為基本策略,例如舉辦地區性活動、會議展覽、國際賽事等,透過「活動行銷」的方式加速聚焦地區特色並產生快速有效的觀光經濟。 本研究以近幾年一再成為知名國際旅遊平台認可的「台灣國際熱氣球嘉年華」為案例,以服務及旅遊業適用之行銷策略8 Ps為架構,分析探討該案例之行銷策略,並以專家訪問內容佐以分析結果,點出該案例行銷城市之成功契機以及可改善項目;本研究除可為日後台灣其他城市或地區之地方行銷而舉辦大型活動的策略參考,更希望於文末提出未來短期幾年可能發展的活動行銷趨勢以及實務上之應用。 | zh_TW |
dc.description.abstract | With the trend of globalization, cities, areas rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition among cities to establish their credentials as the best choice for prospective visitors, investors and talents will intensify as places focus on how to convey their competitive edge and relevance as a place brand. Even newly developing places can now compete with the charm and appeal of cosmopolitan cities. Unless the latter retain and enhance resources, outward migration is inevitable; residents wish for opportunity-filled places in order to exercise their individual skills and interests. This paradigm means that cities must proactively shape their images and influence what the world thinks of them and the local governments have to position and market themselves with strategic intent. Place branding is suggested as the appropriate strategy for cities to manage their images and increase reputation. Hosting events on a large scale, such as sport games, world expositions and or holding cultural and iconic festivals in recent years have become a key and efficient way of place branding and positive economic impacts.
Based on service marketing mix, this study investigates the key factors of successful events through literature review on selected case “Taiwan International Balloon Festival” and interview of professionals from different standpoints of stakeholders in this case. Comprehensive guidelines and key factors of event marketing in such case are suggested as result and reference for organizers when they are making branding strategy and marketing plan in the future. In the end, this study addresses the future trends and event marketing tips and hope this article can be some help. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T03:46:29Z (GMT). No. of bitstreams: 1 ntu-108-R04749026-1.pdf: 3231976 bytes, checksum: 7f68d6938a65d539d7d9a5c568e271a1 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | ACKNOWLEDGEMENT II
中文摘要 III ABSTRACT IV TABLE OF CONTENTS V LIST OF TABLES VIII LIST OF FIGURES IX CHAPTER 1 INTRODUCTION 1 1.1 RESEARCH BACKGROUND AND MOTIVES 1 1.2 RESEARCH STRUCTURE 3 CHAPTER 2 LITERATURE REVIEW 4 2.1 PLACE BRANDING 4 2.2 EVENT MARKETING 9 2.3 MARKETING MIX 14 2.4 EVENT MARKETING AND PLACE BRANDING 19 CHAPTER 3 RESEARCH METHODOLOGY 23 CHAPTER 4 CASE STUDY BACKGROUND 26 4.1 INTRODUCTION 26 4.2 STP OF TAIWAN INTERNATIONAL HOT AIR BALLOON FESTIVAL 34 CHAPTER 5 CASE STUDY ANALYSIS 38 5.1 MARKETING MIX – 8 PS 38 5.2 MONITORING THE BRAND 47 5.3 BENEFIT TO LOCAL DEVELOPMENT VIA PLACE BRANDING 51 CHAPTER 6 CONCLUSION AND SUGGESTION 52 6.1 CONCLUSION 52 6.2 SUGGESTIONS 53 6.3 CHALLENGES IN THE FUTURE 57 6.4 LIMITATION AND OPPORTUNITIES IN THE FUTURE RESEARCH 57 REFERENCE 58 | |
dc.language.iso | en | |
dc.title | 活動行銷策略與城市品牌之研究 - 以台灣國際熱氣球嘉年華為例 | zh_TW |
dc.title | Event Marketing and Place Branding – Case Study of Taiwan International Balloon Festival | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳彥君(Yen-Chun Chen),林雅惠(Ya-Hui Lin) | |
dc.subject.keyword | 地方品牌,活動行銷,行銷策略,嘉年華,台灣,台東,熱氣球,8 Ps, | zh_TW |
dc.subject.keyword | place branding,place marketing,event marketing,festival,Taiwan,hot air balloon,marketing mix,8 Ps, | en |
dc.relation.page | 76 | |
dc.identifier.doi | 10.6342/NTU201900444 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2019-02-12 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-108-1.pdf 目前未授權公開取用 | 3.16 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。