A Research of Tourism Marketing Strategy-A Case of Restoring Chihpen Tourism Strategy after A Disaster

• Main Authors: Hui-Yin,Chang, 鄭惠尹
• Other Authors: Chung-Hui,Tseng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/06866496107216436987

碩士 === 亞洲大學 === 國際企業學系碩士班 === 98 === The tourism industry, because of its sensitivity, is highly susceptible to negative situations and exogenous factors. The impacted area is not limited to the sites or recreational facilities; even the overall development of tourism for the delay. Regarding the purpose of this study, marketing strategy point of view was adopted to explore Chihpen tourism strategy for reconstruction. This study adopts case study. This study used SWOT analysis and Marketing Strategy to analyze Chihpen tourism development environment and post-disaster reconstruction of tourism marketing strategy, and finally offered suggestions for future development of the tourism industry. Results included that Chihpen tourism industries face crisis after Typhoon Morakot. The reconstruction needs government support, especially the cooperation between local and central government departments to rapidly recovery environment spots and promote the activating of industry’s economy. This study offered some suggestions for Chihpen tourism’s future development: (1) improve the integration degree of resources to enrich the tourist attractions; (2) develop cooperative relations with the media to balance the reports of the disaster and reconstruction progress; (3) arrange shuttle bus to solve the inconvenience of tourist traffic; (4) make operative between government and tourism industry to recovery the tourism market; (5) make operative with University to set marketing talent training with Public sector manpower and financial constraint; (6) set up the funds and recruit system.