ABSTRACT
The tourism and technology have the highest potential among all the industries for the 21st century. The tourism (services) industry is an industry without chimney which can replace the traditional industry. The city and county governments of Taiwan are using ¡§City marketing¡¨ to promote the tourism by combining the tourism resources and city activities in order to establish the ¡§city image / brand¡¨ and create the brand value. A strong brand value can accumulate reputation and loyalty for the city services by the confirmation of consumers.
This paper will study the cultural city ¡§Tainan¡¨ which is developed earliest in Taiwan. With abundant historic relics, Tainan don¡¦t have unique advantages when comparing with Yilan county of northern Taiwan and Pingtung county of southern Taiwan. This study, The Strategy of Tourism Marketing for Tainan, will analyze (a) the tourism and city activities of Tainan, (b) the tourism of Taiwan, (c) the foreign visitor statistics, (d) the successful cases of domestic and foreign promotions in order to investigate the hobbies of touring and visitors.
This study will adopt ¡§city marketing¡¨, ¡§bench marketing¡¨, and ¡§ basic theory of SWOT¡¨. For the ¡§city marketing¡¨, we will promote Tainan as a product. The advantages of ¡§bench marketing¡¨ are the learning of the outstanding strategy or process from the other business of tourism marketing which can verify the self executing conditions and the problems. The ¡§ basic theory of SWOT¡¨ can analyze the existing resources of Tainan and understand the ¡§Strengths/Opportunities¡¨ and ¡§Weaknesses/Threats¡¨ in order to verify the target and self-position. A 4P strategy will be set for the ¡§differentiated marketing¡¨ of the target strategy.
Keywords: City marketing, Bench marketing, Differentiated marketing, SWOT
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0816105-120315 |
| Date | 16 August 2005 |
| Creators | Chiang, Fang-Mei |
| Contributors | Janes Cheng, Huang Jun-ying, Wu Ying-ming, Ing-Chuang Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0816105-120315 |
| Rights | restricted, Copyright information available at source archive |
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