城市文化體驗行銷之研究－以「2012新北市樂舞節千人擊鼓創金氏紀錄」為例

A Study of Urban Culture Experiential Marketing-"Thousands Drumming Guinness Record" in 2012

10.6338/JDA.201308_8(4).0007

林倩綺(Chian-Chi Lin)；李慶華(Qing-Hua Li)

認同度 ； 行銷績效 ； 忠誠度 ； Degree of recognition ； marketing performance ； loyalty

Journal of Data Analysis

8卷4期（2013 / 08 / 01）

127 - 140

繁體中文

為建立對城市文化的認同，提升在地文化的國際位階，由新北市政府主辦的「千人擊鼓創金氏紀錄」活動，利用事件行銷、民眾參與，將新北市在地的鼓藝文化，透過認證方式，寫入國際紀錄，希望藉以達到城市文化建構的目的。為瞭解參與民眾對活動認同度、行銷績效與忠誠度，本研究採用問卷調查方式，對參與2012年「千人擊鼓創金氏紀錄」活動的1,235位民眾進行資料蒐集與分析。此次調查共得397份有效問卷，使用描述性統計、信度分析、交叉分析等方法分析資料，作為市府施政措施的可量化指標，藉以瞭解市民對市府施政措施暨成果的認知與觀感，作為未來施政措施規劃之參考。研究發現，年齡層越高的參與民眾，對於在地擊鼓文化的忠誠度比率越高。有趣的是，年齡在20歲以下的參與民眾，其對在地擊鼓文化的認同度和忠誠度並非最低，這應該和新北市政府致力於在地文化之推動有關。此活動的舉辦對參與的民眾而言發揮了極佳的行銷效果，民眾實際的參與帶來了認同與驕傲。若能爰此模式，藉由讓民眾實際體驗在地文化，利用事件行銷，從差異化彰顯國際化，不僅可以建立城市文化意象，更能提昇城市文化吸引力。

To establish cultural identity of the city and enhance international rank of local culture, New Taipei City Government sponsored ”Thousands Drumming Guinness record”. In order to achieve the purpose of construction of urban culture, New Taipei City Government use event marketing and public participation to go on record of international. In order to understand the degree of recognition of people involved in the activity, marketing performance and loyalty, this study used questionnaires to 1,235 citizens who participate ”Thousands Drumming Guinness Record” in 2012 and conducted data collection and analysis. In order to understand the public policy initiatives of city-cum-awareness and perception of the outcome as a reference for future policy initiatives planned, the survey obtained 397 valid questionnaires and use descriptive statistics, reliability analysis, cross-analysis methods analyze the data as the city government policy initiatives quantifiable indicators. The study founds that the higher of the age of citizens are higher, the drumming cultural loyalty rate is higher. Interestingly, the loyalty and cultural identity of drumming of participate who under 20 years old is not minimum. It should be related to that New Taipei City Government is committed to promote local culture. The activity had a great effect of marketing to people. The actual participation of the people brought recognition and pride. By allowing people actually experience the local culture, using event marketing, highlighting international, we can not only create urban culture imagery, but also promote the attraction of city cultural.

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