A Study on Strategies for Local Tourism Marketing in Guoshing Township Nantou County

• Main Authors: Huang Ching Yin, 黃靜音
• Other Authors: Huang Shih Ming
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/72352882201644376500

碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 95 === This study is mainly to research tourism marketing strategies of Guoshing Township, focused on Guoshing Township as the subject, and to integratedly analyze the methods of boosting tourism by the public sector, private sector and the third sector and tourists evalua-tion on the tourism of Guoshing Township. The goal is to find the position for the develop-ment of Guoshing’s tourism by an integrated analysis of data and to draw up a marketing strategy for the reference to related units. This research is mainly conducted in a qualitative manner. And the purpose of this re-search is to discuss place marketing through related references. By focused deep interviews with public(3 people）, private(5 people） and the third sectors(3 people), this research helps to understand the practical methods, outcomes and ideas of promotion on tourism by all sec-tors. And by field research and participant observation, this research helps to realize the ge-nuine condition of the township promoting its tourism. Supplemented with quantitative me-thods, this research leads to the understanding of tourists’ recognition and evaluation on the tourism of Guoshing Township by using questionnaire, of which 300 copies were handed out and 162 accepted as valid. This study discovers that the position of Guoshing tourism development lies mainly in short-distance experience tourism. Regarding this development position, the specialty Gu-oshing Township should promote is the experiences of country life. What needs to be re-dressed is the insufficiency of its accessibility, publicity and guiding talents. The advantages to utilize are boosting customers trust and loyalty through quality certification , shaping Jioufenershan into selling point for the region and planning versatile tour packages and dis-counts as attractions to the customers. Besides, as to the cooperation among all sectors, pub-lic sector, limited by its manpower and budget, should change it’s role from the leader to helper in tourism development.