| Summary: | 碩士 === 淡江大學 === 大眾傳播學系碩士班 === 95 === In an increasing competitive global tourism market, a strong tourism strategy has a key role to confront marketing challenges. Tourism marketing communicates clear and “one voice” marketing messages to consumers by integrating useful media tools. Tourism marketing strategy is a long-term planning, so the marketing organization should improve marketing planning with the market circumstance.
Nowadays, the concepts of IMC have become the mainstream of the marketing literatures. IMC combines and integrates different elements of the communications mix. IMC strategy must follow brand position and strategy. The research is based on three core concepts of IMC: communication, marketing and management. But in Taiwan, most of market researches focused on private departments or a single marketing campaign and event.
From 2000 to now, Taiwan Tourism Bureau has announced five tourism policies to develop tourism industry. Most important of them is 「 Doubling Tourist Arrivals Plan」, it is continued executed. In order to find out the disadvantages of tourism marketing strategy, the research supposes how to build more beneficial marketing strategy in IMC approach.
This research has pointed out that IMC approach should not only emphasize marketing communication planning but notice the administrative distinctions of governments. Because Taiwan tourism brand position isn’t evident, the relative marketing organizations don’t cooperate and share market resources either. Besides, the overseas markets have been separated into three main targets; marketing tactics are executed by different advertising companies every year. The marketing messages are integrated with difficulty. In order to reach multiple audiences with a synergistic effort, the first step might be to set up a marketing promotion committee instead of the government tourism department. Especially marketing strategy has to integrate marketing recourses and messages. And all marketing campaigns should communicate “one voice’ and “one look’ messages to target markets by different market attributes. This research suggests that the best way to improve Taiwan international tourism marketing is to adopt the IMC approach- to build a strong relationship with all marketing stakeholders and stand on “integrate all marketing strategy, then execute in target markets” field to capture information all about consumers.
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