碩士 / 國立屏東科技大學 / 農企業管理系 / 92 / Abstract:
The major objective of this study is to plan the marketing strategies for the marketing alliance of the regional agricultural tourism establishments. The regional agricultural tourism establishments developed quite vigorously in Yilan County. However, due to the rapid increase in the number of establishments which lacked uniqueness in provision of tourism products and the scale of operations were too small to generate diverse products to satisfy the needs of consumers that there have been concerns for the future agricultural tourism development in the region.
The study reviewed the related literature, interviewed the responsible personnel that involved with the projects for the strategic alliance for agricultural tourism development, and visited the six agriculture tourism regions during the study period of over a year. The external and internal resources, as well as the expectations from the stakeholders were investigated. By examining the resources in Yilan, it was apparent that the there were abundant natural, cultural, and agricultural advantages. Therefore, there is opportunity for the regional establishments to use the resources cooperatively to develop and market unique tourism products through marketing alliances.
The proposed marketing strategies for the agricultural tourism establishments were as follows. First, they should consider using strategic alliances for expansion of the tourism market. Second, multifunctional exhibition and sales center for the regional agricultural and specialty products should be setup. Third, the strategic alliance should have a pricing strategy that is based on the best interest of the membership. Forth, the unique agricultural and cultural activities should be designed into the tourism products through part of the experience marketing plan such that the tourism activities would be enriched. Finally, integrated marketing strategy should be employed that the different resources in each tourism establishments could be used jointly to generate supplement benefits to each other.
| Identifer | oai:union.ndltd.org:TW/092NPUST688011 |
| Date | January 2004 |
| Creators | Jane-Ming Lin, 林建銘 |
| Contributors | Wen-Chi Huang, 黃文琪 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 105 |
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