The Study of Competitive Advantage of Hot Spring Industry at Dahu Town in Miao-Li Area

• Main Authors: Jia-Ping Lai, 賴嘉萍
• Other Authors: Huang Shih Ming
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/57586278011029270043

碩士 === 國立聯合大學 === 經濟與社會研究所 === 97 === The research takes DaHu Hot spring industry as the research subject. Under the name is known far and wide Taiwan hot spring competition, refer to the Porter diamond model six construction aspects to find out the competitive advantage of the hot spring industry at the DaHu town whether is connected with the Hakkas culture resources, connected corporation with the local industry and the scenic resources. This research took the in-depth interviewing of the Qualitative Research Methods, utilizing semistructured interviews way to interview the total 11 persons of DaHu town hot spring industry, nonprofit sector, and the related government departments during April 22, 2008 to April 15, 2009 priods. After carried on the in-depth interviewing, then coordinated the literature analysis, and overlapped the theory comparison in view of this research subject and goal which proposed, obtained findings as follows:1. Part of the DaHu town hot spring industry can partial unify the Hakkas image and diet to create superiority; 2. Part of industry has connected corporation well with the local industry and the scenic resources to enhance the competitive advantage; 3. They using the price strategy marketing, with the competitive advantages of lower water used cost, the convenient transportation, and the abundant parking space. Finally, proposed suggestions after in view of the DaHu town hot spring industry for enhancing their competitive advantages which appear in the developing process: 1. The hot spring industry may merge the Hakkas culture image fusion, such as Hakkas clothing and story, into the Hands-on Culture Exhibit activities; 2. The local government department should fulfill to build up DaHu town as the Hakka Hands-on Culture Exhibit scenic spots; 3. Provide the customer multiple choice journey to attract tourism stream of people during low seasons; 4. The government department, the nonprofit sector, and citizens should cooperate together to create local village landscape gradually by rebuilding start form the small area to the whole; 5. The government department may learn from the other successes Ecological preservation method to get the balance between of the marketing and ecological preservation; 6. Improve the Quality of Service by themselves to guarantee customer’s satisfaction.