| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 100 === Intense international competition in the era of globalization, how to use the finite resources of industries with local characteristics, to develop and implement effective marketing strategies to drive the economic prosperity of the region as a whole, has become a necessary key differentiator of the local or municipal diversified competitive market and also the importance of city marketing strategy.
Therefore, this study tried to point of view by Industry and Tourism, Tainan City as a case study and related research:
1. Explore, Industrial tourism as the feasibility of the Tainan city marketing strategy, the potential benefits and impact factors.
2. For the public to travel decision-making and preferences of industrial tourism as a marketing and image of the Tainan city shape.
3. Integration of research results and analysis, explore the key factors affecting the success of city marketing.
In this study, the Tainan area tourists questionnaire, in order to achieve industrial tourism as an urban marketing strategy, the key factors for the success of city marketing. In addition, business owners(order to the establishment of the tourism factory) "expert depth interviews", explore, industrial tourism as the Tainan city marketing strategy feasibility, potential effectiveness and impact factors. Finally, the above results and literature theoretical cross with the combination of analysis and research development issued by the depth, breadth, and the validity of a complete research and analysis conclusions and recommendations.
The study found, different socio-economic background of the tourists for significant differences in the perception of city marketing, tourism and recreation resources, Tourists and tourism resources generate significant positive impact on the urban marketing; however, the key factors that affect the city marketing can be divided into urban infrastructure and local resources. Among them, transportation timeliness、the popularity of information network、natural resources and cultural assets、image and vision in the region and standard of living environment, the most people attach importance. Research contributions in addition to the Tainan City Government to develop city marketing development strategy reference as a the Tainan City Government the sightseeing factory reference for further development in transition.
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