屏東客家文化園區行銷策略之研究; Sales and Marketing Strategies for the Hakka Cultural Park in Pingtung County

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题名:	屏東客家文化園區行銷策略之研究;Sales and Marketing Strategies for the Hakka Cultural Park in Pingtung County
作者:	張佩瑜;Pei-yu Chang
贡献者:	客家研究碩士在職專班
关键词:	博物館行銷;策略規畫;客家文化園區;Hakka Culture Park;Museum marketing;strategy plan
日期:	2010-12-12
上传时间:	2011-06-04 15:42:04 (UTC+8)
出版者:	國立中央大學
摘要:	摘要近年來政府為保存、發揚客家文化，陸續在幾處客家重鎮設立客家文化園區，作為客家地區推展客家文化之窗口。本研究以六堆客家文化園區為例，採用質化與量化研究並行，透過文獻回顧、訪談、問卷調查等研究方法，對六堆客家文化園區進行SWOT分析。依據六堆客家文化園區設置目的，以及來園遊客之感受與觀點，探討六堆客家文化園區是否有效的保存、發揚六堆地區之客家文化。研究結果發現，六堆客家文化園區內部環境最受遊客喜愛，所推行的客家演藝活動也逐步獲得好口碑。然而園區內部工作人員嚴重不足，和各級學校、縣市政府、媒體、客家文化館互動不多，不利日後發展。此外，來園民眾大多是高屏在地人，顯見在外縣市的行銷上仍需努力。本研究建議，六堆客家文化園區應盡早完工，並爭取更多人力投入，利用策略結盟、行銷、節慶活動等，吸引更多人參觀，發揮更好的效益。 Abstract In recent years, the government set up the Hakka Culture Park, the window of the Hakka culture to the Hakka area, one after another in several Hakka strategic places to preserve and carry forward the Hakka culture. This research take the Liudui Hakka Culture Park as an example, which is used the qualitative research methods and quantitative research method and some research techniques such as literature review, interview, questionnaire survey, to SWOT analyze the Liudui Hakka Culture Park. Based on the establishment goal of the Liudui Hakka Culture Park, and the feelings and the viewpoints of the garden tourists, we discuss whether the Liudui Hakka Culture Park preserve and carry forward Hakka culture of the local Liudui Hakka culture effectively. The findings discovered that the Liudui Hakka Culture Park interior environment is liked most by the tourists, and the carrying out performances of the Hakka also obtain the good oral traditions gradually. However, interior staffs of the Liudui Hakka Culture Park are seriously insufficient. And it seldom interacts to all levels of schools, the county municipal government, the media, other Hakka Cultural Museums. This will make it have the disadvantageous development in the future. In addition, the garden tourists are mostly from Kaohsiung and Pingtong, so the marketing of other counties and cities must make more effort. This research suggested that the Liudui Hakka Culture Park should finish as soon as possible; strives for the more manpower investments; use the strategic alliance , the marketing, the activities of the festival celebrations and so on; to attract more visitors and display a better benefit.
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