碩士 / 銘傳大學 / 觀光事業學系碩士在職專班 / 99 / On June 17th, 2008, the Cross-Strait Agreement concerning Mainland tourists traveling to Taiwan was signed. On July 4th of the same year, 644 mainland Chinese tourists led by Cross-Strait Tourism Association went on an inaugural trip to Taiwan, and it opened a new era in cross-strait tourism exchange. Due to the growth of China’s tourism market, travel agencies and tourists are offered better service. On October 20th, 2009, Taiwan Strait Tourism Association and the Cross Strait Tourism Exchange Association proposed to each other to open counterpart tourism offices; therefore, Beijing office of The Taiwan Strait Tourism Association was established to provide mainland residents with wide-ranging travel information.
This study aims to employ effective strategic planning and marketing methods in order to promote Taiwan tourism. In other words, the purpose of this research is to promote Taiwan tourism through marketing planning and strategies.
In this qualitative study with reviewing the literature on tourism marketing, in-depth interviews are conducted in order to explore the marketing planning used by the Beijing Office of the Taiwan Strait Tourism Association. After analysis, it is found that: 1) Cross-strait tourism marketing strategies have begun to show the effects. 2) There is still room for improvement on cross-strait tourism marketing strategies. 3) The Beijing Office of the Taiwan Strait Tourism Association plays the roles of facilitators and promoter on tourism marketing in China, and its function is expected to increase. 4) The development of the Beijing Office of the Taiwan Strait Tourism Association tends to be positive and wide.
Last, I proposed some suggestions as reference for the Beijing Office of the Taiwan Strait Tourism Association, the Tourism Bureau, and researchers related to this field.
| Identifer | oai:union.ndltd.org:TW/099MCU05571030 |
| Date | January 2011 |
| Creators | LIEN-KUAN LIU, 劉連官 |
| Contributors | Chun-Chen Chi, 紀俊臣 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 132 |
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