| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 106 === The redevelopment of west Taipei has been a major policy direction for the Taipei Municipal Government recently, of which all Bureaus are trying their best to work hard for the western region by reversing the city axis. The old urban areas (including the ancient Walls of Taipei, Dadaocheng and Bangka) are important starting points for the historical development of the western region, as well as new turning points for sustainable development in the future. This case study mainly takes in the ancient region of the Walls of Taipei, a region established by the Qing Dynasty that experienced Japanese occupation, and which contains the charm of multiculturalism with its many historical memories and connotations. In order to revive the important historical origins which were ignored under the emphasis on the South rather than the North, the main purpose of this study is to facilitate the development of tourism through the promotion of the ancient region. After literary analysis, in-depth interviews, methods of participation and observation, this research focused on putting forward local brand marketing strategies and policy recommendations that are suitable for the ancient region so as to enhance the willingness of international tourists to visit it. First up, this study conducted an inventory analysis of the overall environmental conditions in the ancient region in order to understand the advantages and opportunities, as well as the disadvantages and threatening challenges, while performing local brand marketing through a combination of arts activities and cultural assets; after that, this study confirmed the local brand image of the ancient region and defined target customers for its marketing; finally, according to the above analysis, this study developed a 5P marketing strategy portfolio and proposed policy recommendations for the ancient region with a view to building a high-quality local brand image, as well as creating a friendly tourist environment so as to attract more international tourists to visit the site and to promote the development of local tourism, thus further upgrading the traditional industries and creating unlimited business opportunities.
The main finding of this study showed that, at present, the ancient region of the Walls of Taipei is still not been well established in terms of soft and hard infrastructure, and that its competitiveness for international tourism is still not sufficient. This ancient region was the first district in which the modernization of urban planning was launched during the Japanese occupation era. Therefore, this region was transformed from its Chinese tradition into a mixed city of Chinese and Western influences, a region covering rich historical stories and diverse exotic cultures. It contains connotations of Chinese, Japanese, western and Taiwanese culture. It also has the most unique and earliest charm of all the areas of the Old City. While Taiwan is becoming a modern metropolis, the origin of its development lies in the ancient region of the Walls of Taipei. Therefore, the government should take on an international perspective and promote it through local brand marketing strategies to enable the world to see its olden charm and new histories and intertwined cultures. However, there are no definite local brands in the ancient region so far, which therefore needs to be discussed and decided by both the central and local governments after reaching mutual consensus. Furthermore, although the municipal team is working hard to improve and market the surrounding area near the North Gate with the hope of creating a new image of a national gate like the Arc de Triomphe in Paris, at present, the North Gate does not seem to be well-known in foreign countries. Moreover, the ancient region has relatively few distinctive features in its overall landscape. Additionally, there are also problems, such as a serious shortage of qualified personnel with both abilities in foreign languages and cultural history, and a lack of a distinctive image for local industries. Therefore, the government must be more attentive to soft/ hard infrastructure, rather than simply relying on the North Gate as a marketing brand in developing the sightseeing of the ancient city. While a brand that conveys the local core values and spiritual aspects is the primary focus of the marketing strategy, long-term development of tourism should pay more attention to every corner of the ancient region and to visitor demands in order to create a friendlier sightseeing environment with real tourist value so as to really attract the hearts of international tourists.
As a result, this study suggests positioning "The period imprinted corridor of the Eastern little Paris and the ancient city gate" as a spindle and symbol of the ancient city's core values, as well as a local brand to market international sightseeing.
|
|---|
