由都市行銷觀點探討台北龍山寺周邊環境整體發展之對策=From the Viewpoints of Urban Marketing to explore the Integrated Environmental Improvement Strategies of Taipei Longsang Temple and its surrounding areas
There are a number of historical tourist attractions. However, due to lack of effective planning of the main body and the surroundings, the landscape is in a mess, which spoils tourist experience. Although plenty of tourist attractions manage to add some intriguing facilities and hold festival celebrations to improve the situation, the impact is little. As a case study, this research proposed strategic improvements from the perspective of urban marketing. Longshan Temple and its circumjacent areas were investigated. As a renowned scenic spot in Taiwan, Longshan Temple attracted numerous tourists from all over the world. In light of this, enhancement of the local environment is expected to have a significant impact. Apart from literature review and field study, depth interviews were conducted with departments in charge, local development associations, experts, shopkeepers and tourists. With urban marketing products, urban marketing targets, urban marketing channels and urban marketing orientations into consideration, local situations were analyzed and countermeasures were offered. Results demonstrated that: (1) Packaging places of historic interest through refining urban design specifications, making local attractions filled with unique historic character. (2) Classify tourists according to their origins and carry out particular urban marketing tailored to different groups. (3) Apart from traditional promotion, new technology is incorporated in environment design as an urban marketing channel. (4) Positive-image building, overall attractiveness marketing and construction marketing are supposed to be the dominant strategies of urban marketing.
