| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 99 === This research intends to explore the differential influence of tourists buying behavior using integrated marketing communication tools by the Taipei Rapid Metro System (MRT). The research firstly references finding from multiple sources of integrated marketing communication research and categorizes the marketing tools into six different aspects: commercial, sales promotion, direct marketing, public relation, personal sales, and event marketing. This research focuses on analyzing those passengers who choose the MRT as the primary transportation vehicle and their satisfaction differentiations on the IMC. On the other hand, the research tries to explore if the passengers’ buying behavior were affected by the understanding of the IMC tools applications.
This research uses statistics analysis based on the data of interview to those passengers who regularly utilize the Taipei Rapid Metro System, and have the following findings:
Female passenger group is the majority group of MRT passengers, and they are mostly falls in the population group of average monthly income under NTD 60,000 and reside at the northern Taiwan.
Different sectors of passenger have different view points on the MRT Public Relation Marketing; it is the same on Event Marketing. Most passengers agree direct commercial promotion and promotional discount are the most favorable marketing channel.
Different sectors of passengers are all satisfied with the effects create by the MRT commercial marketing tools.
On the other hand, this research also has two suggestions according to the analysis result using the Importance-Performance Analysis, IPA: first, the commercial marketing applications need to be further enforced; second, to identify current marketing strategy needs certain adjustments to fulfill most passengers’ expectations.
Finally, this research offers an integrated suggestion on MRT’s Integrated Marketing Communication Application and the System Service Performance. It intends to supply an important reference for the future system operations.
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