| Summary: | 碩士 === 東方設計大學 === 文化創意設計研究所 === 106 === With the Small and Medium Enterprise Administration launching the counseling task of re-engineering local characteristic industries in 1989 and the central government enacting laws and announcing the implementation of two days off on alternate weeks in 1998, the local characteristic industries, local festival events, and integration of tourism resources have gradually helped development the domestic leisure industry by promoting related government policies. In particular, the local characteristic industry has played an even greater role among fierce global competition and has become a source of energy that is revitalizing local economies.
In 2012, the New Taipei City Government started to work with in the Wanli area and aggressively promoted wild crab caught with environmentally friendly measures to build up the brand name of the Wanli crab. At a time when the government is working to promote and market wild sea-crab caught in the Wanli area, their efforts can also hopefully help stimulate the development of the tourism industry in its peripheral areas. Nevertheless, since the harvest season of crab only lasts three months during the fall and the focus of the official promotion is merely placed on the season, the advertisement effect cannot be long-lasting. Therefore, local fishermen and the related commercial establishments would like a persistent event to be planned and designed in order to create and improve the local characteristic industry and brand name of Wanli crab.
In this study, we aim to investigate the attractiveness factor of the local characteristic industry and explore the comprehensive effect of developing a local characteristic by using the brand name of Wanli crab. In the first stage, we performed a literature review and investigation and organized related information. Then we adopt the evaluation grid method (EGM) of Miryoku engineering with 16 individuals with high-degree involvement in order to develop an evaluation structure chart. Then, through induction and analysis, we determined the six primal attractiveness factors of "Wanli crab" to be "fresh delicacy," "local feature," "natural environmental protection, "tourism industry," and "brand image," as well as 10 abstract attractiveness factors and 10 specific attractiveness factors, which acted as the basis for designing the questionnaire. Then, in the second stage, we disseminated the questionnaires to further verify our results. We found that both tourists and average consumers believe that the following attractiveness factors have the greatest effect: "fresh delicacy," "local food ingredients," "natural environmental protection," and "cognitive concept of maritime conservation policy," among others.
This research study can serve as a reference for related business operators of the Wanli area and relevant competent authorities of New Taipei City Government when developing events for Wanli crab. In addition to assisting, improving, and innovating the local characteristic industry of fishing townships, designing marketing events, and promoting the tourism industry, the reputation of Wanli crab is hoped to be made well known. Doing so not only emphasizes the fresh delicacy of local food ingredients but also develops the brand image of Wanli crab among consumers through persistent official marketing and promotion. Furthermore, taking local characteristic as the basis not only helps consumers to enjoy gourmet food but also publicizes concepts of natural environmental protection and awareness of maritime conservation policies. Altogether, these efforts can provide a reference for fishing townships with characteristic as they intensify the awareness of conservation policies and the marketing and sustainable development of the tourism industry.
|
|---|
