| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 96 === In modern times it is difficult for communities to ignore media impact. Governmental as well as commercial bodies use marketing for policy and political propaganda, and to shape a favorable image and identity in the minds of the people. The tourism industry is no exception in this area. Perhaps more information is needed in media reports on available tourist packaging and marketing, so that tour promoters and travel agencies can continue to attract a higher number of tourists to pay for their consumer products.
The tourism industry, and all other recreation-related industries, are inextricably linked to all media outlets and must carry on an inter-dependent relationship that benefits them both. Between the tour operators and the consumers are the media outlets and the relationship between the two of them which occupy the middle of the platform. Media relationship and their various outlets such as newspapers, magazines, and Internet news sources play a key role in the industry''s survival and have significant influence.
Based on input from personnel in the tourism industry in the media relationship department it is seen that appropriate interaction with media sources very often will affect the industry’s overall pleasure and operating performance. With accumulative experience of 30 years in this field of information of work, I hope I can give some specific, practical advice on how to improve the interaction between the media and the tourism industry, and, at the same time, be helpful to benefit the development of the tourism industry in Taiwan.
In order to explore the interaction in the relationship between tour operators and the recreation industry as a whole and the interaction between these tourism related operators and media outlets, this study utilizes the depth of qualitative research interviews and the observations of two kinds of research methods at the same time. The top five tourist theme parks in Taiwan over the past six years were examined and looked at in depth. In the study five people from five of the amusement parks in question were interviewed along with fifteen local journalists (20 in all) were questions closely for their views.
This study is focused on the investigation of media relationship in the tourism industry focusing on four different aspects such as public relationship operations, news feeds, crisis management, and PR results. Through the process of data mining, contact interviews, analysis and the studying of the media relationship between the two sides, a clearer picture of how to deal with the reporting of the day-to-day real-life phenomenon in order to gage how to successfully play a competent role of the media relationship.
For this study, a comprehensive analysis of the information available was made with five conclusions and ten recommendations given at the end to verify and support the results. From the interviews with five of the media liaisons and fifteen journalists, it was agreed that it was absolutely necessary to set up good media relationship; if there are good media relationship, the amusement park has more visibility in the public eyes and can elevate its operating performance as well. This clearly has more advantages than disadvantages.
Having a top notch media and advertising campaign for those in tourism and tourism-related industries, then, is essential and of the utmost importance. If there are no media relations in the tourism industry, this is like walking blind at night. Not having any media relations—or even worse having a bad reputation among media outlets—obviously does more harm than good. It is the hope of the writer that this study will contribute to both the public and private good in the tourism industry itself, as well as academic and government circles.
|
|---|
