This study employs tourism model as research framework to examine the of tourism development in Penghu. The study involves three objectives. The first objective is to assess the influence of the external environment (including political, economical, natural, technological, social, and culture aspect) on the tourism development of Penghu. The second objective is to discuss the government policies that facilitate the tourism development of Penghu and tourism investment with gaming industry from foreign countries. Due to the controversial nature of gaming industry, this study examines both its positive and negative impact for developing appropriate gaming managerial policy. The third objective is to develop Penghu¡¦s tourism marketing strategies by integrating related tourism services, activities and destinations for enhancing the tourism quality of Penghu. The integration will support Penghu to develop marketing strategies for proper utilize the tourism resources of Penghu. In order to achieve the above objectives, the study uses tourism model and focus group which includes tourism related government officials, public representatives, civil groups, tourism practitioners and scholars in Penghu to analyze the external environment, government¡¦s tourism policy and Penghu¡¦s tourism marketing strategies. The result of the study can be the references for the tourism development of Penghu. The findings of the study are as following: (1) political, economical, natural, technological, social, and culture external environment all possess strong influence to the tourism development of Penghu. Therefore, government officials and tourism practitioners should consider the influence of external environment for making tourism policies or marketing strategies. (2) Central government should coordinate with local government for effectively making and implementing tourism policy. (3) Tourism management and marketing strategy are critical to the success of tourism development of Penghu. The integration of tourism related services, activities and destinations can effectively utilize Penghu¡¦s tourism resources. At last, based on external environment, government policies, and tourism industry, this study develops expected tourism policies and marketing strategies for enhancing the tourism development of Penghu.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0812109-004949 |
| Date | 12 August 2009 |
| Creators | Chang, Chiu-fen |
| Contributors | Chia-yon Chen, Ping-cheng Li, Chyi-Lu Jang |
| 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-0812109-004949 |
| Rights | campus_withheld, Copyright information available at source archive |
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