Place marketing strategies and ecomuseum: A case study of “Yilan as a living museum”

• Main Authors: Hsiao, Yu Cheng, 蕭育正
• Other Authors: Chang, Yu Chien
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/2au85n

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 102 === Globalization brought up a wave of competition and causing a massive cultural and economic development in the West. This caused many of the world’s cities with regional specialties to be often better known than the country, and began an extensive discussion and application of ‘Place marketing’ concept. As the marketing strategy grew more in importance, the concept of ‘Ecomuseum’ which emphasized the participation of local residents, began to spread in Europe and America, which brought a new outlook for the place. Yilan county government proposed a plan called ‘Yilan as a living museum’ in 1997, mainly utilizing multi-dimensional museum network in the region as a strategy to market the county. Yilan Museum Association has been shaped by numerous private cultural museums in the process of such development. This research adopts documentary analysis, in-depth intervie and case study methods to clarify the relationship between ecomuseum and place marketing, to explore how government of Yilan county is using Yilan Museum Association as a place marketing strategy, as well as ‘Yilan as a living museum’, and the formation and sustainability of ecomuseum. After data collection and analysis, the research finds that when the location chooses museum networks as part of their marketing strategy, the key to success will be local residents’ self-awareness and their cohesion, therefore, public sector needs to play the role of its assistant timely to help private sector growth. When constructed using ecomuseum concept, it is found that ecomuseum is a dynamic concept; mainly, to ensure that the place active, local culture is preserved and economic self-sustainability is created. This resulted from detailed planning to brew a local brand image. Finally, this research found that the concept of ecomuseum should add infrastructure marketing strategy to meet the ultimate goal of the development of tourism, and to unite the consciousness of local residents to assist place marketing strategy to achieve the synergy affect.