主題式觀光意象之整合行銷傳播 —以探索台灣10+島為個案研究

Abstract

當觀光產業已成為全球重要的經濟成長動能，各國皆致力於發展觀光產業時，如何運用有效的整合行銷策略便成為重要的議題，而台灣以政策性的從「觀光大國」調整成為「觀光立國」，更呼應全球永續觀光發展的趨勢，推動「台灣永續觀光發展方案」，以體驗經際為概念，定出國家每年的主題性的觀光意象，藉此推展台灣觀光於國內外旅遊市場。 然而，國內目前鮮少有針對「主題性觀光意象的整合傳播行銷」進行研究，能作為實務發展主題是觀光意象的整合行銷傳播參考少之又少。因此本研究目的欲探討：（一）如何擬定觀光意象之整合行銷策略：根據整合行銷傳播與旅遊意象之相關文獻探討，歸納整合行銷傳播與旅遊形象的理論重點，並以此作發展本研究之主題式旅遊形象之整合行銷傳播架構。（二）以2018海灣旅遊年之「探索台灣10+島」為本研究之個案研究對象，探討如何藉由國家力量，發展主題式觀光意象之整合行銷傳播實務做法。 （三）根據本研究針對「海灣旅遊年」所提出之整合行銷傳播架構與研究發現，作為對國內日後發展主題式觀光意象之建議。 根據文獻探討以及個案研究，本研究結果發現：（一）國家級之主題觀光意象政策推動：在現今的國際觀光競爭激烈的環境下， 要建立國家級的觀光意象，整合全國資源，打造整體印象，方能吸引全球旅客前往。（二）要建立統一的觀光意象並且創造遊客全方位的體驗，所面臨的挑戰就是跨單位的整合，中央、地方與產業間的合作與整合。（三）傳播媒體根據不同媒體的特性，組合運用，方能發揮互補的功能，包括地域性的互補、客群上的互補，以及訊息傳遞的互補，如此一來，才能發揮整合行銷傳播的綜效。 本研究的貢獻：（一）主題觀光意象的整合行銷傳播不同於其他的產品或服務行銷，最大的特色在於多方的整合，打造國家觀光品牌需由中央主導，協調整合地方、產業之後，方能建立一致性的主題觀光意象。（二）觀光意象中的產品內含中，除了核心商品與主要商品外，衍生產品扮演著關鍵的角色，尤其觀光的本質就是在於地理位置的移動，也如同國人旅遊習性的調查中發現，旅遊目的地交通的便利性為主要影響遊客使否前往旅遊的主要影響因素，因此如目的地周邊的交通是否便利，足以影響遊客對於目的地觀光意象的態度。（三）創新傳播工具與行銷手法的運用，及時的回饋進行行銷程序的優化。隨著科技環境的進步，以及人類生活型態的改變，消費者接受訊息的喜好與時俱變，在規劃整合行銷傳播策略與執行時，應善用虛實整合的行銷手法，創造線上線下的整合行銷綜效，並且隨時監控各類傳播工具的績效，回饋至整合行銷傳播的系統中，以進行最佳化的行銷資源調整，達到最大化的效果。

The tourism industry has already become the fuel for economic growth and every nation across the globe is developing it. How to effectively market the tourism industry has become an important issue. Taiwan is responding to the global market by pushing policies that support the tourism industry. The Tourism Bureau of the Ministry of Transportation and Communications has implemented Tourism 2020 that includes an annual theme for tourism image. Taiwan’s government is utilizing experience economy and switching from focusing on the number of arrivals to a more in-depth and quantitative approach to promote its tourism industry to the national and international market. However, there hasn’t been much research done regarding the theme for tourism image integrated marketing communications strategy, and there are few references for its use for practical development. First, we will discuss how to properly plan an integrated marketing communications strategy for tourism image and discuss the importance of integrated marketing communications and tourism image. Secondly, we are going to use the 2018 Year of Bay Tourism as an independent case study and discuss practical ways to develop theme-based tourism image integrated marketing communication. Lastly, we will discuss our findings in our research of the 2018 Year of Bay Tourism, and use that as guide to advise our nation’s further development of theme-based tourism image. Based on the available research and case studies found, we discovered that in regards to national-leveled theme-based tourism image, we need to use national resources to promote and create a national tourism image to compete in the fiercely competitive international tourism industry. Secondly, in order to create a unified national tourism image and a comprehensive experience, we need to all parties to work together. Third, communication media can play complementary role by sharing customer base, messages, and regions. The contribution of this research: I. Theme-based tourism image integrated marketing communication is different from other forms of marketing. The main difference lies in the integration of multiple parties, such as the government, the locals, and the industry, and only when these parties work together will a unified tourism image be possible. II. Aside from the main products that are sold, the complimentary products also play a key role. Especially due to the constraints that geography places on the tourism industry, research has shown that travel convenience is a big determining factor for visiting an area. Therefore, making sure that traveling and living environments are convenient is vital for promoting tourism and tourism image. III. The use of innovative communication tools and marketing methods, and timely feedback has helped improved the process of marketing. With technological advancement and the constant change of people’s environments, consumers’ preferences for receiving information also change drastically with time. When planning integrating marketing communication strategies, we need to utilize the click and mortar marketing model, which includes both online and offline operations. We also need to monitor the performances of various communication systems to optimize the use of our resources.