¡§Marketing Places¡¨ is burgeoning and has become a popular issue nowadays. Also, the trend of Tourism Marketing has caused a great mass fervor from cities to cities in Taiwan. To attract consumers and gain their loyalty, the marketing strategy adopted to promote tourism resources should be lifted to a higher level, the establishment of the brand value by taking consumers¡¦ experience and emotion into serious concern and by firmly building up a dominant brand. With all of these, it will make great fame, loyalty, quality assurance and identification association comes along generally; furthermore, it will also help build up emotional relationship with consumers and create opportunities of continual consumption.
The subject of this study is Pingtung County, which has changed its negative image of ¡§Gangsters¡¦ Hometown¡¨ into ¡§Touring County¡¨. The three purposes of this research are: to discuss the brand strategy of Marketing Places adopted by Pingtung County, to research on the image of tourism brand, and to investigate the dominant brand of the touring cities and counties. By analyzing the current marketing status, interviewing the governmental officials and studying questionnaires, I comprehend consumer cognition, analyze tourism brand content, and provide suggestions in the field of tourism city¡¦s brand management.
The conclusion of this research can be stated summarily as follows:
1. Looking from the aspect of the product, landscapes, big fame, uniqueness, chief attractions, feature identification and associate foundation, marketing activities will enhance consumers¡¦ visiting frequency.
2. The prospect of the county government is to educate consumers to gain cognition, to fortify brand with the design having visual, auditory, conscious impact, to have concrete diversity that can help consumers associate their city with oceanic picture that is southern tropically exotic, free, leisure, romantic and endearing.
3. Brand uniqueness: nature, countryside, friendly, but antique, old-fashioned and medieval.
4. Individuality identification is approximately over 70%, and the ¡§nature and tranquility loving¡¨ is the highest.
5. The natural landscapes and friendliness provide the greatest satisfaction; however, traffic, city landscapes, and high price bring the most dissatisfaction. People who take themselves as the ocean lovers and desire to pursue tranquility are the biggest number of the dissatisfaction part.
6. Leading brand of the tourism cities and counties: Hwalien County is at the first place, and Pingtung County is the fourth. Pingtung County, however, is at the first place of the third brand, the recall responses are just after Hawlien County. This result shows Pingtung County¡¦s tourism brand image is extremely powerful.
According to the research result, I propose the following suggestions:
1. The most attractive natural landscape, nevertheless, have the lowest satisfaction. This shows its attractive force is fading, which should be concerned.
2. To redesign customer positioning, market segmentation according to different touring factors, which can control the flow of tourists and protect natural landscapes from over destruction.
3. To improve the most attractive landscapes and to create tranquility will acquire incredibly effective result.
4. The creation of oceanic romance will enforce consumer value and benefit and satisfy consumers¡¦ wants.
5. The convenience of marine and air-fright transportation can educate and change the tourists¡¦ habit of transporting by cars, which will solve the traffic jams problem.
6. Keeping cultivating on culture and mental field of tourism industry, the traffic inconvenience will no longer be an excuse of no visiting.
7. Developing innovatively Pingtung¡¦s natural resources to form an industrial culture which can extend the strength of oceanic advantages and supply a high quality of touristic value and benefit.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0716103-175259 |
| Date | 16 July 2003 |
| Creators | Chiang, Li-Jung |
| Contributors | James C. T.Lee, Tsuang-Y. Kuo, Tai-hwa Chou |
| 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-0716103-175259 |
| Rights | unrestricted, Copyright information available at source archive |
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