Tourism positioning and placement marketing in the mass media：A case study in Matsu

• Main Authors: Kuei-Hui Chiu, 邱桂惠
• Other Authors: Chang-Bin Lee
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52925165598016651796

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 98 === Matsu in recent years has used its heritage, tourism policy and military experience to develop tourism. This research focuses on tourism position and image and placement marketing strategy in the mass media in Matsu. The research aims to study the interrelationship between battlefield and tourism attractions, the promotion of the battlefield and image through the placement marketing in the mass media in Matsu. 　　The data collection of this study research included literature resources, secondary data, interviews and photography. The research battlefield resources hare great impact on creating a special landscape. The research also found that most tourists enjoy the battlefield culture experiences, that give the tourists a very strong impression, and has shape people’s view of points on image of Matsu. 　　Today, the mass media has combined with its credibility and effectiveness, influencing visitors acceptance and promoting Matsu as an extreme important strategy.