The Case Study of Joint Promotion of Traveling Industry and Movie Industry

• Main Authors: Hsu-fu Yang, 楊許虎
• Other Authors: Day-yang Liu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/m57a6e

碩士 === 國立臺灣科技大學 === 管理研究所 === 95 === This research will aim at the traveling industries with Korea movie star P'ei & the movie “April Snow " which first ran collaboration but finally it failed. In Taiwan, we would like to find the reason why traveling industries can not have good selling performance for joint promotion with Korea movie star. A、Too optimistic to succeed, Promotion period too short. From 2003, It is 10% growth of the outbound market from Taiwan to Korea every year. The figures encourage traveling agencies to promote Korea tourism market eagerly. But from 2005, it is changed worse due to tourists mind change, and our sample is too small to clarify the actuality. B、Korean Movie star fascination is very attractive but not productive absolutely in traveling field. Besides, the representative fee is too high, traveling industries could not expect its good results for the selling performance. This also affects the cooperation of traveling industry’s willing. C、It is not big outstanding for the sightseeing. In these four years, Taiwanese already knows a lot of scenery of Korea. Besides, Teenagers of the fan is price sensitive, their buying power is so small. They could not tolerate to pay it for traveling. Furthermore, the scenery of Mainland China is so attractive that appeal lots of Taiwanese go visiting.