Study on the strategy of tourism marketing for the sword tip squid festival of Keelung

• Main Authors: Pan, Ying-Jen, 潘盈礽
• Other Authors: Ou, Ching-Hsiewn
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/65691463207729670035

碩士 === 國立臺灣海洋大學 === 環境生物與漁業科學學系 === 102 === The purpose of this study is to explore the sword tip squid festival’s status of tourist development and currently facing issues by using expert in-depth interviews and questionnaire survey. This study also makes use of SWOT analysis and adopts the concept of 8P’s service marketing to promote and sustain this fishery tourism festival filled with local characteristics. The results are summarized as follows: 1.Keelung is a crucial fishing town of northern Taiwan. Although the production of Sword Tip squid is only about 5% of the total catch of Keelung, it gets the first three sets nationwide. In 2012, Keelung’s sword tip squid production was 3,485 tones, accounting for 46.82% of Taiwan’s total sword tip squid catch and it ranked first in Taiwan. It shows the importance status of Keelung. 2.Because of the successful fishing tourism festivals of other cities, Keelung city government hosted the sword tip squid festival for the first time in 2005. Its goal is to make Sword Tip squid famous in northern Taiwan versus tuna in southern Taiwan. The festival actively combines local fishery resources with related specialty attractions, food, etc., and it’s hoping to attract hundreds of thousands of tourists, promote tourism and make fishery active in Keelung. 3.The main activities of the sword tip squid festival are visiting sword tip squid at night, Sword Tip squid meals and theme carnival. Besides, they sometimes pair up with fishing sword tip squid at night, eco-tour, and a one-day tour of visiting fishing villages, summer camps, package tour, and so on. 4.The advantage of sword tip squid festival is that Keeling is rich in sword tip squid resources and has fishing villages, fishing ports, stick-held dip net fishing boats, many tourist attractions near seashore, and so on. It is feasible to plan the in-depth experience of fishing village tour If government can integrate related these resources. Disadvantage contains imperfect transportation planning, activities lacking in diversity and innovation, and decreasing production of Sword Tip squid year by year. 5.The experts recommend that the future development of sword tip squid festival should be more emphasized on marine and fishery culture, not just on seafood culture. In addition, the organizer can add activities including the construction of the sword tip squid’s cultural center, visiting Keelung islet at night, launching package tours, visiting the fishing villages, fishing village guesthouses, cultural and creative combination, and so on. 6.Sword tip squid festival attracts more tourists like Women, middle-agers, people with highly educated, people who travel with family and tourists from Keelung and Taipei area. And majority of visitors view this festival as a good place that is suitable to travel with family and friends and to contact emotion. Plus, it’s most visitors’ first time to attend sword tip squid festival. 7.Tourists of sword tip squid festival are satisfied with the recreation resource and overall planning, and they are happy to recommend to family and friends. But they are discontent with Bisha fishery port because of its lacking in seats, restrooms and the overall cleanliness of trash cans. In addition, the price of food area is not cheap and parking spaces are insufficient. Tourists also think that the advertisement on television, newspapers and other media is not enough, and this problem should to be overcome. 8.The activities which sword tip squid festival tourists may like to be added in the future are one-day package tours, experiencing fishing village life, experiencing one-day fisherman, visiting Keelung islet at night, visiting a new museum of the cephalopod, competing in the design competition of sword tip squid’s cultural and creative product. 9.In order to promote sword tip squid festival, this study develops marketing strategies by using SWOT analysis and adopting the 8P’s service marketing. It develops 31 marketing strategies to facilitate its implementation and promotion.