Thesis (B.A.)--Haverford College, Dept. of Economics, 2009. / Includes bibliographical references.

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Abstract Since economic recession happened globally in 2000, Taiwan has not been able to keep itself out of the financial tsunami. The unemployment rate was increasing gradually, and the economic problem was getting worse. In view of this, the central government led by Democratic Progressive Party at that time proposed ¡§Doubling Tourist Arrivals Plan¡¨ in order to improve the economic situation. The plan had the following merits: (1) Tourist industry itself had high added value. (2) The resource consumption was relatively of low pollution (e.g. less water use, and less garbage, so it was similar to the smokeless industry proposed by scholars in 1970). (3) Tourist industry had great correlation with other industries, and thus could bring about the development of related industries (such as food processing industry, transportation industry, retail business, insurance and financial industry ¡K etc.). It was hoped that the traditional industries which were going to have survival problems could be replaced by tourist industry. The proposed policy embraced the goals and objectives of the best economic and industrial development strategies, which were expected to create high economic growth, solve unemployment problem, and alleviate environmental destruction. At the very beginning the intention for establishment of this plan was quite good. However, the actual effects of the plan were not as sound as expected. The study mainly hopes to understand whether the implementation of the strategies had any obstruction or problems that made the plan unable to be thoroughly implemented and made the problems unsolved: (1) Were the planned objectives and the actual implementation sufficiently and perfectly connected, and were the results of the plan affected? (2) Was the allocation of budget and resources appropriately involved in the plan, and how was the effectiveness of the use of funds? (3) Did the influence caused and the effectiveness derived from the implementation of the plan conform to the expected outcomes, and what was the value or contribution caused to the development of tourist businesses of Taiwan? Therefore, the study mainly hopes to accomplish the purposes and positioning of the above three research items, and find out the critical problems and methods so as to give suggestions and endeavoring direction for the improvement and demand of tourist industry in the next step. Furthermore, the study gives concrete suggestions for the promotion of the employment ability, and for how to meet the need of training of the talents in tourist industry.

It today's global world we live in the media have started to examine businesses more and more. In addition consumers are expecting more from products, because they are well informed. This means that companies need to market themselves effectively, to convince and get across their message to their customers. Marketing is an extensive process in which different factors must be taken into account. A company must know what the coustomer needs in order to get through to them. In addition for a company to ensure long-term survival in the market and be profitable, they must know their strategy. With the help of strategic planning, companies manages to achieve their overall goals. The purpose of this report is to examine how communication company Visit Sweden and how markets company Stockholm Visitors Board, within tourism, markets the Image of Sweden, to other countries. My intention is to get better insights on the strategies applied in marketing, what factors are being raised to support the growth in the travel and tourism industry in Sweden. And also what attracts a tourist to travel to large cities. The material of this report is based on interviews with Visit Sweden, Stockholm Visitors Board table and Foreign Office. The literary sources consist of scientific literature, articles, websites, surveys and reports. The report shows that for a company to market themselves in an effectives manner requires that they position and segment themselves. This is done to create a competitive product or brand. This report reveals that telecommunications company, Visit Sweden, markets itself on an international level, by its trademark "Sweden", whick is linked with nature. And Stockholm Visitors Board markets company itself through its brand name "Stockholm- The Capital of Scandinavia". The message that they are trying to send to turists is that Stcokholm is Scandinavia's capital, cultural center and economic center. They market Stockholm as a "modern" and trendy city with history of more than seven centuries. Reasons why Stockholm Visitors Board thinks that tourists choose to travel to Stockholm can be, to give them a big city and yet also a genuine nature. Both companies are working to increase growth in the travel and torusim industry. It has also become clear in this report that for the growth of the travel and tourism indurstry to continue requires that the region's geographical characteristic is being lifted. Visit Sweden claims that one appealing factors for Sweden is availability, because of the many direct air routes to Sweden. Other important factors are exports, accommodation and cuisine. Visit Sweden is working efficiently to attract more and more tourists. Thus, it is necessary that a region has a strong image and strong profile for the government to invest more. It turned out that the Ministry of Industry increased allocation by 50 million, which gave Visit Sweden the possibility to invest even more on international markets. This resulted in positive figures in 2009, which ended up at 12.9 million overnight visits from other countries.

There are hundreds of millions of world citizens - tourists traveling in earth to do business or Sightseeing in today of E-generation. Tourist industry is now in widespread value by all the nations of the world as a no-smokestack industry, the service industry of fourth dimension, superstar enterprises of 21 century with technology enterprise and also could be a good way to earn money in international diplomacy. So, all nations of the world regard tourism as an important enterprise during depression situation in global. Tourism developing is a representation to show the entire development in a modern nation 20th-century Taiwan is an island of economic, trade and industry. 21st- century Taiwan will transfer to be a green silicon island of tourism and technology. But the development of tourist industry in past Taiwan could be described as ¡§birth defects and postnatal disorder.¡¨ No matter to develop international or domestic tourism in Taiwan was involved a lot of departments. Foreigners had many environmental limitations if they want to sightseeing in Taiwan, such as getting visa and air line are still have many problems existed. Besides, appreciation of the NT dollar also made prices of commodities in Taiwan higher than other countries and consequently, international price competitiveness was insufficient comparatively. Moreover, the level of Taiwan related construction in how to service tourists and internationalization of software design are also still insufficient. Therefore, when considering about the main shaft of future development in tourism should be set from the perspective of internationalization, diversification of tourist productions and head towards high quality. Then, it will reach the effect to pursue sightseeing attraction activities both at home and abroad. It will also bring the effect of both tangible and intangible into full play to let countrymen happy to have internal traveling and attract foreigners to Taiwan sightseeing. Kaohsiung has the potential and character to be an international transshipment center of Taiwan and even to be an international city of entertainment and tourism of whole Taiwan. However, if Taiwan wants to like a butterfly emerging from its chrysalis to out from international market with cutthroat competition and attract international tourists come to Taiwan, it is necessary that to improve the strategy and difference of tourist internationalization thoroughly. This article will discuss and find out the direction about the theory and bibliography of tourism internationalization. This research could undertake from 3 ways, discusses from the theory of tourism marketing, development analysis of Kaohsiung city tourist industry and research into evidential area to test and verify. It also hope to understand the issue and policy of Kaohsiung city tourist marketing from concept of tourist marketing, special regional industries of Kaohsiung city, character of nature landscape, Festival activities, artistic cultural atmosphere and city whole image¡K and also from the order and analysis those in-depth interview with representatives of the industrial, governmental, and academic sectors. Then, the next step is drafting the marketing strategy of Kaohsiung city tourism internationalization. The final step is specifying how to carry out, control strategy and action plan of Kaohsiung city tourism marketing internationalization.

O objeto da tese está voltado para o processo do marketing estratégico e do desenvolvimento de vantagens competitivas em organizações empresariais do setor de turismo, visando à obtenção de uma posição competitiva superior, mediante a satisfação de seus clientes, dos seus diversos públicos (stakeholders) e da sociedade em que estão inseridas. O estudo incorpora, como parte de seu projeto conceitual, a análise de um modelo teórico recente sobre estratégia empresarial –Modelo Delta - e as relações que se desenvolvem entre as empresas na era da globalização. Nesse contexto de globalização, é discutido o fenômeno de internacionalização das empresas e o impacto da crescente concentração, decorrente de fusões e aquisições, que se observa atualmente no setor de turismo. O problema em estudo está mais vinculado com os países receptivos que, por suas condições naturais, especializam-se em desenvolver ofertas para receber turistas de todas partes do mundo. A metodologia da pesquisa empírica que integra esta tese é de natureza qualitativa e modalidade exploratório - descritiva, tendo por método o estudo de caso. O estudo responde aos objetivos da pesquisa acadêmica e expõe o processo de expansão da Sol Meliá na América Latina, com ênfase no Brasil e em Cuba, particularmente nas cidades de São Paulo e Havana, respectivamente. Dentre as evidências encontradas destaca-se que, no setor de turismo, aparece de forma evidente a grande evolução econômica e sócio-cultural que se está operando no mundo contemporâneo. Observou-se, ainda, que, nos próximos anos, os destinos turísticos deverão se adaptar a uma situação de competitividade extrema, em que a obtenção de lucros e a sustentabilidade dos negócios turísticos serão muito mais complexos. As empresas terão que projetar suas ofertas de forma cada vez mais diferenciada e integrada ao planejamento dos destinos turísticos, em correspondência com o desenvolvimento sustentável do setor. Deverão, ainda, ser capazes de atrair a atenção de novos turistas e reter os atuais clientes, pela inovação de suas propostas. / This thesis is focused on the strategic marketing process and on the search of competitive advantages in the tourist sector business organizations for the purpose of achieving an advantageous competitive position through the satisfaction of their customers as well as that of their stakeholders and of the society to which they belong. As part of its conceptual project the study includes analysis of a recent theoretical model about business strategy – Delta Model – and the relationships among companies in the era of globalization. In this context of globalization, the phenomenon of the companies’ internationalization is discussed, as well as the impact of increasing concentration that has resulted from mergers and acquisitions, currently perceived in the tourist sector. The issue under study is related to host countries that, because of their natural attributes have specialized in promoting offers for clients from all over the world. The methodology of empiric research applied in this thesis is of a qualitative and exploratory-descriptive nature and and makes use of the case study method. The study meets the objectives of academic research and presents the process of expansion of the Sol Meliá in Latin America, with emphasis on Brazil and on Cuba, particularly in the cities of São Paulo and Havana. Among the evidences detected, it maybe noted that in the tourist sector the great economic and socio-cultural evolution taking place in today’s world is quite apparent. It was further observed that, in the coming years, tourist destinations will have to adjust to situations of fierce competition, where achievement of profits and sustainability of tourist businesses will be much more complex. The companies will have to design their offers in an increasingly differentiated and comprehensive manner of planning tourist destinations in accordance with the sustainable development of the sector. Further, by means of the innovativeness of their proposals, they will have to be capable of keeping the current customers and of attracting the attention of new tourists.

『主題旅遊』已經是台灣旅遊市場行程標題的趨勢。 自1979年政府開放觀光以來，經過三十餘年的旅遊演進，過去的國家越多越好的旅遊概念已經進化到單國或是深度、精緻的旅遊型態，由坊間各大旅行社的旅遊宣傳單上尌可以看出來。而政府於1988年開放旅行社營業執照自由申請以來，根據觀光局統計資料至2010 年12月止，旅行社家數已達2,241家 ( 表1-3 )在如此激烈競爭的旅遊環境下，旅行業者除了設計深度、精緻的旅遊產品外，更需函入各種不同的主題元素，才能札確吸引或滿足不同類型的消費者青睞；例如击顯個人社會地位，強調奢華入住杒拜帆船七星級旅館、搭乘豪華郵輪QE2橫渡大西洋之旅；或是依個人宗教信伖的聖地朝聖之旅，或是依個人特殊屬性的如蜜月之旅、遊學之旅…等等。 尤其是以歐洲地區為市場的旅行業者更必頇在其專業領域中，去結合價值網絡成員，做市場區隔、選定目標市場並找出產品定位，進而開發出具更主題性的旅遊產品；旅行業者還頇了解總體環境以及產業環境的變化，對自己公司的組織架構及資源能耐必頇做札確更效的人力配置，及通盤了解自己的優勢與劣勢，才能設計出貼近消費者需求的產品，也才能在這極度競爭的產業中生存。 本研究個案MIT旅行社在SARS期間也曾經一度瀕臨解散、停業，但因為專注於歐洲主題旅遊產品，及其創新的直接採購經營模式，更效的串聯價值網絡成員，將無形的歐洲主題旅遊產品，透過網路連結，賦予產品生命化、實體化，並將歐洲旅遊以獨特的主題，去設計出各種主題旅遊產品的豐富性與創意性，使MIT旅行社在旅遊業界獲得肯定，並讓旅遊消費者接受。 從目前已經更數家旅行社在歐洲旅遊產品上，也分別尌其專業領域與建立價值網絡的跡象顯示，創新的歐洲主題旅遊，勢必成為未來的旅遊趨勢與主流。 / „ Theme Travel ‟ has become a trend in Taiwanese travel markets. 1979 Government opened Outbound Travel, the travel concept of Multi countries becomes single country or depth and elaborately during the pass 30 years travel evolution. It is easily to see from Taiwan‟s travel market promotion D.M. Tourism Bureau December 2010 data, number of 2,241 travel agents in Taiwan ( table 1-3 ) since 1988 open restriction for travel agent‟s license application. Under the keen competition of travel market, travel agents except to creating depth and elaborately travel products, various theme elements is more important to attracting and suffice for various travel market consumers. To appear social status, emphasize on Sumptuous Travel such as Burj Al Arab hotel in Dubai or luxury cruise as QE2 for crossing Atlantic Ocean, or focus on personal religion faith such as Pilgrimage Travel, or specially travel purpose such as Honey Moon, Study Tours….. Especially main business is focus on Europe travel market, travel agents need to performing as professional to connecting with value network, finding out how to making products segmentation, targeting Market, products positioning. And then to creating with “ Theme” travel products. Travel agents must to know the variation of the travel status in general and travel industrial. Effectively man power allocation for the structure and resources of firm. Realize the strength and weakness of firm for making match consumer needs travel products, and to survival in the field of keen competition travel market. In this study case, MIT Travel Service almost collapsed during the period of SARS. To focus on European Theme Travel, an innovative direct procurement business model and connecting value network supplies through internet to keep intangibly Europe Theme Travel products alive and materialize. European travel products by unique theme travel and innovation to creating plentifully and originality in various theme travel products. MIT to be affirmative from cooperates and acceptable from travel consumer. Innovative European Theme Travel will become a trend and main stream from European travel market in Taiwan. According to some of the travel agents who focus on European travel products are building up value network and creating more and more theme elements in expertise theme travel.

The diploma thesis aims at mapping the differences in opinions of various social classes of the society in the matter of the effect of tourism on the landscape. The first part is intended to find an answer to the question of a negative or positive effect of tourism on the surrounding landscape. The second part examines the opinions of various social groups of the society, which were obtained in a questionnaire survey. The reason for drawing up this thesis was the dynamic character of the growth of wellness hotels that depend directly on the surrounding landscape.

Diploma thesis is focused on analysis of the marketing management in the Hotel Růže with emphasis on the retrieval of appropriate recommendations for future development of this company. The aim of the diploma thesis has been to analyse the system management in chosen hotel. The autor chose the Hotel Růže in Český Krumlov. The analysis was provided on the basis of questionnaire examination and interviewing of the hotel employees. Diploma thesis covers ideas which closely describe possible ways how to solve hotel management system.

O objeto da tese está voltado para o processo do marketing estratégico e do desenvolvimento de vantagens competitivas em organizações empresariais do setor de turismo, visando à obtenção de uma posição competitiva superior, mediante a satisfação de seus clientes, dos seus diversos públicos (stakeholders) e da sociedade em que estão inseridas. O estudo incorpora, como parte de seu projeto conceitual, a análise de um modelo teórico recente sobre estratégia empresarial –Modelo Delta - e as relações que se desenvolvem entre as empresas na era da globalização. Nesse contexto de globalização, é discutido o fenômeno de internacionalização das empresas e o impacto da crescente concentração, decorrente de fusões e aquisições, que se observa atualmente no setor de turismo. O problema em estudo está mais vinculado com os países receptivos que, por suas condições naturais, especializam-se em desenvolver ofertas para receber turistas de todas partes do mundo. A metodologia da pesquisa empírica que integra esta tese é de natureza qualitativa e modalidade exploratório - descritiva, tendo por método o estudo de caso. O estudo responde aos objetivos da pesquisa acadêmica e expõe o processo de expansão da Sol Meliá na América Latina, com ênfase no Brasil e em Cuba, particularmente nas cidades de São Paulo e Havana, respectivamente. Dentre as evidências encontradas destaca-se que, no setor de turismo, aparece de forma evidente a grande evolução econômica e sócio-cultural que se está operando no mundo contemporâneo. Observou-se, ainda, que, nos próximos anos, os destinos turísticos deverão se adaptar a uma situação de competitividade extrema, em que a obtenção de lucros e a sustentabilidade dos negócios turísticos serão muito mais complexos. As empresas terão que projetar suas ofertas de forma cada vez mais diferenciada e integrada ao planejamento dos destinos turísticos, em correspondência com o desenvolvimento sustentável do setor. Deverão, ainda, ser capazes de atrair a atenção de novos turistas e reter os atuais clientes, pela inovação de suas propostas. / This thesis is focused on the strategic marketing process and on the search of competitive advantages in the tourist sector business organizations for the purpose of achieving an advantageous competitive position through the satisfaction of their customers as well as that of their stakeholders and of the society to which they belong. As part of its conceptual project the study includes analysis of a recent theoretical model about business strategy – Delta Model – and the relationships among companies in the era of globalization. In this context of globalization, the phenomenon of the companies’ internationalization is discussed, as well as the impact of increasing concentration that has resulted from mergers and acquisitions, currently perceived in the tourist sector. The issue under study is related to host countries that, because of their natural attributes have specialized in promoting offers for clients from all over the world. The methodology of empiric research applied in this thesis is of a qualitative and exploratory-descriptive nature and and makes use of the case study method. The study meets the objectives of academic research and presents the process of expansion of the Sol Meliá in Latin America, with emphasis on Brazil and on Cuba, particularly in the cities of São Paulo and Havana. Among the evidences detected, it maybe noted that in the tourist sector the great economic and socio-cultural evolution taking place in today’s world is quite apparent. It was further observed that, in the coming years, tourist destinations will have to adjust to situations of fierce competition, where achievement of profits and sustainability of tourist businesses will be much more complex. The companies will have to design their offers in an increasingly differentiated and comprehensive manner of planning tourist destinations in accordance with the sustainable development of the sector. Further, by means of the innovativeness of their proposals, they will have to be capable of keeping the current customers and of attracting the attention of new tourists.