| Summary: | 碩士 === 國立臺東大學 === 區域政策與發展研究所 === 96 === The Research of Regional Tourism Industry Management Strategies – Guanshan Township of Taitung County as an Example
Author: Su Chun Ming
Public Affairs Management In-service Master Program, Institute of Regional Policy and Development, National Taitung University
Abstract
Guanshan township is one of the several towns that develop tourism industry comprehensively. In the beginning, due to its tourism-form rarity and media promotion, Guanshan township quickly turned to a renowned tourist attraction. However, the uniqueness of Guanshan township gradually lost as the rising fad of bicycle routes, made the tourist numbers decreased year by year.
This research tries to investigate the tourism industry development environment of Guanshan township, with the characteristic method and interviews and SWOT analysis, and to expect discovering the issues it confronts while developing. Through TOWS array analysis, feasible management strategies are further provided for future development and practice for Guanshan township.
Through this research, it can be discovered that the issues Guanshan township faces during the tourism development are “personnel related”, “product promotion difficulties”, “tourism spirit fulfillment”, and “tourism development concept reconstruction.” Deep interviews and suggestions were filtered and selected, combined with related documents and close-ups, recommending “improving urban and rural views and environment value increased”, “increasing regional tourism industry competitiveness; stimulating regional economy and flourishing other industries” and “developing a tourism leisure town combines ecology, living, and organics” to be the three objectives for future development. On the aspect of running situation, advantages such as abundant ecology resources, agreeable living environment, and bicycle tourism, must overcome problems like shortage of human resources, inconsistency of service quality, and vacuity of tourism contents, expecting to avoid external threats and to find new chances under the fad of rural tourism. In the end, industry management strategies were proposed on the basis of the results of this research. For the perennial running of tourism industry, short-term objectives such as integrating service resources, improving human resources, and fulfilling tourism contents; and long-term goals like constructing regional tourism image, developing regional mutual support mechanism, and establishing effective promotions should be put into practice.
Keyword: Regional tourism industry, management strategies, Guanshan Township
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