Tourism industry, one of the most rapid growing economic activities around the world, brings countries foreign exchange and creates million jobs. Due to the huge profit involved, more and more countries recognize the importance of tourism marketing and start to include it into their national development plan, so does Taiwan. However, little attention has been paid in the academic field to Taiwan’s tourism promotions on a global basis. Therefore, this research aims at analyzing how Taiwan manages and integrates its tourism marketing communications in its three main target regions—Northeast Asia, Southeast Asia, and Europe and America—from the perspective of Globally Integrated Marketing Communication (GIMC), and uses the current campaign “Tour Taiwan Years 2008-2009” as the subject.
Following the IMC Audit proposed by Duncan (2002), this case study conducts document analysis and in-depth interviews with Tourism Bureau to investigate how Taiwan integrates its global communication either vertically across marketing disciplines or horizontally across countries. In addition, the level of standardization across marketing disciplines is compared, and suggestions for employing GIMC model are also provided. The finding can be summarized into three points:
1. Either within each region or across regions, the strategies Tourism Bureau employs are close to globally integrated strategy, but with different level of vertical and horizontal integrations.
2. The proposition, which suggests that public relation, sales promotion, and direct marketing are more difficult to standardize compared to advertising, is not supported in the case of “Tour Taiwan Years 2008-2009.”
3. The application of GIMC to tourism marketing in this case suggests that strategy should be the guiding principle for integration; and the classification of GIMC strategy should be adjusted and made based on a continuum approach.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096461008 |
| Creators | 林珮君, Lin, Pei Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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