The Study of Marketing Strategies on the TourismRecreation of Island

• Main Authors: Chin-Hsiang Liao, 廖進祥
• Other Authors: Cheng-Chiang Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/24817451922283509850

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 96 === The purpose of this study is: 1) to examine Taiwanese tourists’ motivations to choose island tourism, and 2) to examine the difference of choosing inbound and out-bound destinations through international marketing strategy. The range of this study embraces: 1) how do Taiwanese tourists access the products, services, price, information and promotion of island tourism, and 2) what is the difference of the promotion between choosing domestic and international island tourism destinations. Trained travel agents and surveyors approached to tourists on both sites of islands, and distributed 500 survey questionnaires. A total of 422 self-administered surveys were collected for a collective rate of 84.4%. There were 39 ineffective questionnaires, so the effective response rate is 90.7%. There are statistically significant differences in responses regarding products, ser-vices, and promotion. Therefore, the study recommends that international marketing strategy of island tourism should give equal weight to both tangible products and intan-gible services. Also, the study recommends that promoting the characteristics of domes-tic island tourism can reach the best benefit by adopting international marketing strat-egy. The result of the study finds that “Release pressure and anxiety” has the highest score, and “Increasing relationship with relatives and friends” has the second highest among the motivations for traveling islands. In sum, all kinds of the motivations have high scores of rating comparing to others. There are statistically significant differences between choosing domestic and international island tourism in the following dimen-sions: “The sandy beach space is spacious”, “Good air quality”, “Good undersea view”, “Safety devices in the sea area”, “The island environment is neat”, “Service quality”, “Recommendation from travel agency”, “Recommendation from Medias”, “Discount Promotion”, “Proper season to travel here”, and “Admiration of travel abroad”.