| 摘要: | 鹽業是一個地方特色產業，同時也是富涵文化底蘊的古老行業。由於目前台灣鹽田皆已廢晒，因此，復育保存下來的鹽田是具有文化價值的觀光資產。如何以鹽業做為地方特色產業之文化資產再利用作為核心，結合自然景觀及美食，發展出具有「差異性」的文化觀光行程，並以創新思維加擬定有效行銷策略，提高遊客到訪率，進而增加觀光經濟效益，便是本研究的最大的動機與目的。
本研究之研究方法為理論文獻分析、參與觀察及深度訪談等方法。綜合分析結果，推動鹽業文化觀光的行銷策略規劃為：一、行銷目標是：「提高到鹽田觀光旅遊的遊客人數」。二、選定目標市場及市場定位策略：前者採「多區隔市場」之行銷策略，後者
採「在地生活、闔家同樂」為概念，用具有「特色文化、體驗活動及主題多樣化」的遊程，滿足遊客及其親友需求。三、8P行銷策略分別為「產品」包含鄰近特色景點融入鹽業文化觀光遊程、巧妙融入「鹽」味元素、與農特產推廣或年度觀光活動結合及善用既有的優質觀光資源；「價格」包含遊客付出代價面向及遊客得到附加價值面向；「通路」包含成立官方網站、部落格、線上影音分享及社群網站與旅遊相關手機遊戲業者合作等；「促銷」包含知名部落客推薦故事行銷等；「人員」包含服務品質管理與標準的服務程序；「規劃」包含常態性活動規劃與非常態性活動規劃；「包裝/配套」包含跨縣市套裝遊程及綜合性套裝遊程。
最後，本研究提出以下建議：「如何提升觀光客的數量」面向包含整備套裝旅遊線環境，旅遊景點風華再現、規劃主題新景點並完善其遊憩據點、打造「萌」造型吉祥物、發展鹽業觀光的焦點在於銷售「地方故事」，以形塑地方特色的獨特性與必須擴增鹽業地方文化的行銷通路；「如何提升旅遊品質」面向包含解決氣候因素及登革熱疫情問題、規劃停車場及改善大眾運輸、推動社區營造打造鹽田文化觀光帶與深耕鹽田文化教育及培育行銷相關人才。
Salt industry is not only a local characteristic industry, but also an old industry with abundant cultural heritage. Because current salt fields in Taiwan have been terminated solar salt work completely, the salt fields from restoration and preservation are sightseeing assets with cultural value. How to make the salt industry as a local characteristic industry and cultural asset to be reused, and combine with the natural landscape and cuisine to develop a special cultural tourism itinerary, and finally, to make effective marketing strategies with innovative thinking to improve the rate of tourist arrivals, and thus increasing the touristic economic benefits are the main motivations and purposes of this study.
We adopted the methods of theoretical literature analysis, participant observation and in-depth interviews. Our comprehensive analytic results of marketing strategies for promoting the cultural and touristic salt industry are: first, the marketing objective is to increase the number of tourists sightseeing of salt fields. Second, the target market strategy is to make more market segments, and the positioning strategies is to use the journey with cultural features, experiencing activities and diverse themes the meet the needs of tourists and their relatives under the concepts of “domestic life and whole family happy”. Three, the 8P marketing strategies are: “Product” contains the itinerary of cultural and touristic salt industry with nearby attractions, cleverly integrates into the “salt”elements, combines with the promotion of agricultural products and annual touristic activities, and makes the best use of existing high-quality tourism resources. “Price” contains the dimensions of tourists pay for and the value-added they get. “Channel” contains the establishment of the official website, blog, online video-sharing, community website, and the cooperation of travel-related mobile gaming companies. “Promotion” contains well-known bloggers recommend and stories marketing etc. “People” includes service quality management and standard service procedures. "Planning" contains normal and abnormal activities planning. “Packaging/Programing” contains the package of cross-county and comprehensive itineraries.
Finally, our study recommends the following: the dimension of “How to increase the number of tourists” includes the preparedness of the environment for package tours, the reproduction of tourist attractions and elegances, the planning of topics new attractions and improvement of recreation places, the creation of “Moe(萌)”mascots. The focus of developing salt industry tourism is selling the “local story” to shape the unique local characteristics, and amplify the marketing channels for local salt culture. The dimension of “How to improve the quality of tourism” includes solving the climate factors and improving dengue epidemic problems, planning the parking space for public transportation, promoting the communities to build up the cultural tourist band of salt fields, and cultivating the cultural education and marketing related talents. |
