| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 94 === Abstract
This study explores the feasibility of applying mobile phone’s value-added services in attracting adolenscents’ participation in local festival. In recent years, Taiwan’s local governments have been considering how to effectively enhance cultural identities and promote cultural tourism through conducting various kinds of festivals. Against this
backdrop, the introduction of using mobile phone for festival marketing is seriously considered.
Although adolescents are the group most in need of cultivation of local culture, previous marketing effort proved to be fruitless. Traditional festivals continue attracting visitors from the so-called cultural tourists – those already with cultural knowledge of the tourist
site (known as tourist gaze). Usually it was in the ccasion of family tour that adolescents would participate in festivals. Therefore, it has been an issue regarding how
to attract adolescents in attending festivals.
While adolescents are characterised by the nature of social grouping, plus high flexibility of adopting new technologies, the auther is most interested in how to use
mobile phones as a effective means for attracting them to festival places. By conducting a survey of 738 valid samples, generally aged 14-16, from Kaohsiung’s public high schools, the author uses factor analysis to sort out perceiveably the most favorable marketing tools. Short message service (SMS) stands out as the first choice. They also favour value-added services that adds with local culture taste. Particularly they would welcome value-added services that can incorporate role models, favourite products, and group activities into festival marketing. Using adolescents’ familiar jargons will touch their heart as well.
This study would contribute to the understanding of Kaohsiung’s adolescents in adopting and using information and communications technologies (ICTs) in general, and whether they would accept mobile marketing for promoting festivals in particular. Hopefully by using this findings as an clue or a guide, local governments and telecommunications operators can design a better-planned and effective festival marketing arrangement which can further help constructs adolescents’ local cultural
identity.
Keywords: mobile phone, value-added services, festival, marketing, short message, service (SMS)
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