碩士 / 佛光大學 / 管理學系 / 102 / Taiwan is an island country. More than one-third of the cetacean speciesin the worldcan be observed surrounding Taiwan’s sea coast, and with rich fishing resources.Thus, it’s quite suitable for the promotion of whale watching activities on the sea.In Taiwan, the first whale watching activitieswas start on July,1997 in Hualian County. Development so far, Wu-shiHarbor port has a maximum of 12 whale-watching boatsinYilan County.By coupled with special ecological resources of Turtle Island, Wu-shiHarbor portis arguably the most popular whale watching locations. Currently, the number of whale-watching boat has reached saturation.In order to draw more attentionto the visitors, each industrywill use various strategyto attract more tourists, and even vicious price competition.These will result in affecting the service quality and the whole image of whale watching activities.
Until now, little research of whale watching activityindustrymanagementcan be found in Taiwan.This study discusses the current whale watching industry marketing model strengths and weaknesses base on the limited literature to be collated, through interviews with experts and scholars, industry, government and academia in related fields.By marketing strategy point of view to identify the most suitable overall whale watching industry and the creation of individual differences in marketing strategies, provide reference for all operating whale watching industry and future related
research.
Finally, this study concludes whale watching industry impact on the three most important dimensions, including environmental factors influence the whale watching industry, the industrial structure, and the relationship between marketing 4p and whale watching industry. 15, 16 and 17 factorswere found from individual facet, respectively.Only eight factors show not significant through two questionnaires consensus analysis.Moreover, the SWOT analysis was used tostudy the growth strategy, diversification, turn around, and the defense. Also,the 4p characteristics of product, price, place and promotion marketing were used to finishing concreteworkable marketing strategy for the Wu-shihfishing industry.
| Identifer | oai:union.ndltd.org:TW/102FGU05583019 |
| Date | January 2014 |
| Creators | LIN SHU-ZHEN, 林淑貞 |
| Contributors | Ming-Ta Tsai, 蔡明達 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 84 |
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