Abstract
In order to attract more consumers, cultural and creative parks in Taiwan has launched new media marketing methods in recent years, hoping to attract more tourists. Starting in 2020, in the global COVID-19 epidemic storm, cultural and creative parks had tried so hard to keep customers’ concern. So they have strengthened the social networks links to social media. This study used group networks connection and qualitative methods, such as in-depth interview. Try to understand cultural and creative industries business promotion methods and effects.The results of this study found that starting from social networks is an important way to attract crowds, but there must be three supporting methods. 1) The function of social networks must be communicated with community groups to be effective. 2) Each marketing promotion must have certain issues before it can exert influence. 3) The characteristics of the topic must be combined with the local particularity.
Highlights
From the perspective of globalization, cultural and creative industries have been high-valued in many countries which are constantly repacking the footprints of past human activities, making these daily lives an important development factors to attract tourists from all over the world
This study intended to understand how cultural and creative park operators and business management units can use the power of social networks in the online community to keep art and culture preferences
The study used a pre-developed open interview outline to conduct in-depth interviews with nine young people operating in leading stores to understand the effectiveness of their application of “issues”, “local community” and “social networks” on the community platform, and to try to understand how these entrepreneurial youth feel about the operation of the cultural and creative park as a reference for future park operations
Summary
From the perspective of globalization, cultural and creative industries have been high-valued in many countries which are constantly repacking the footprints of past human activities, making these daily lives an important development factors to attract tourists from all over the world. This study intended to understand how cultural and creative park operators and business management units can use the power of social networks in the online community to keep art and culture preferences. In order to systematically integrate the resources related to cultural and creative industries, Taiwan began to build cultural and creative parks, which were used as an important way of overall marketing and packaging, including events marketing, festivals, education and traditional skills preservation. The study used a pre-developed open interview outline to conduct in-depth interviews with nine young people operating in leading stores to understand the effectiveness of their application of “issues”, “local community” and “social networks” on the community platform, and to try to understand how these entrepreneurial youth feel about the operation of the cultural and creative park as a reference for future park operations. The data can be analyzed and the following conclusions can be drawn
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