| dc.description.abstract | Most people agree that Taiwan should develop its tourism as the first priority when facing globalization. In globalization, the role of towns has already exceeded the limit of nations and their competitive advantages have changed from the emphasis of geographic location and natural resources etc. to the emphasis of the innovative niches of their talents with excellent skills, environmental protection and LOHAS quality living environment etc.
Observing the development of a Hakka village of Longtan Township allows the researcher to understand the marketing and management model of Hakka villages and how to market and manage Lungtan Township.This study observed the development of a Hakka village of Longtan Township – mainly its industries, tourism and living development – and regarded them as “products”. This study described how Hakka villages properly used the external opportunities of the increasing rise of multi ethnic culture and the advantage of the unique artificial scenery to obtain the international competitiveness, break through the difficulty of local development and establish the direction of sustainable development when facing the external threats brought by the challenges of globalization and the internal risks of the passing gap of their culture through the theory of product mix and the management.
This study used documentary analysis to find out Longtan Township’s natural and humane advantages through its historical development and utilized the interviews with experts and the cross-check of the weight of marketing 4P from Analytical Hierarchy Process (AHP) to sort out its SWOT based on the results to be the references for formulating development policies in the future.
Hakka ethnic group is one of the most populated groups immigrating to Taiwan at early days, and they have established plenty of diverse and unique Hakka cultures and living aesthetics during these long years, the most important soft power in the marketing mix. For local marketing of townships, there is no universal answer or SOP to follow, and the thought and action of the marketing of every township should be adjusted according to people and location. The development of a city must be planned according to its characteristics and historical context. Building up an environment suitable for living and also friendly to visitors from people’s perspectives and it is the lifeblood for the sustainable development of a city or township and can enable them to be globalized.
“Construction enlarges a city, but culture makes it become great.” In the past, perhaps Hakka people were weaker in the geographic competition with Hoklo people after coming to Taiwan from Tangshan; however, nowadays Hakka ethnic group has more clear-cut characteristics. Formerly, people may not understand Hakka people well, but now the table has turned and they should sparkle.
| en_US |