A Viewpoint of Policy Marketing toward Development of Tourism Industry : The Case of Tainan City’s Ancient Architecture Renovation

• Main Authors: Shui- Hsing Tsai, 蔡水星
• Other Authors: 袁鶴齡
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/99278038392196774478

碩士 === 國立中興大學 === 國家政策與公共事務研究所 === 98 === Historical site revitalization refers to the process of maintaining, repairing, and reusing a historical site for an adaptive reuse of its original space. Under the development of the museum industry, integrating historical site revitalization into the tourism and leisure industries to satisfy the demands for leisure and cultural tours has become a trend. Based on the qualitative research method, this study conducted in-depth interviews to collect opinions about historical site revitalization from a wide spectrum of respondents, including the administrative team, experts, cultural and historical workers, and community residents. The collected data were analyzed using SWOT to explore the strengths, weaknesses, opportunities, and threats for Tainan City’s promotion of tourism industries through historical site revitalization. The policy marketing performance of Taiwan City government was later examined based on marketing strategies and marketing evaluation methods. Tainan City Mayor Hsu Tain-Tsair led his administrative team to visit Kyoto, Japan in Aug 2002. After the visit, he proposed a historical site revitalization policy and decided to implement it as a locomotive for Tainan City’s tourism development. Tainan City government not only held creative festival activities all year round but also reinforced the functions of Chihkan Tower (Fort Provintia) and Anping Tree House. Chihkan Tower topped all the historical sites in terms of number of visitors and admission revenue. Anping Tree House had the highest growth in the number of visitors and admission revenue. These results indicate that through effective marketing of the historical site revitalization policy, Tainan City government has gradually transformed the burden of historical sites into momentum for developing tourism industries. The policy helped propel the development of tourism industries and conformed to the administrative goals and focuses of Council for Cultural Affairs of Executive Yuan in 2009. The analysis results suggest: (1) In the marketing of the historical site revitalization policy, Taiwan City government should avoid duplications; (2) In the marketing of the historical site revitalization policy, service staff has inadequate knowledge of public relations; (3) In the marketing of the historical site revitalization policy, political considerations should be avoided; (4) The niche can be expanded through combination of Tainan City and Taiwan County. The above findings reveal that Tainan City government’s marketing of the historical site revitalization policy still requires more proactive efforts.