The research on tourism marketing for travel industry

• Main Authors: Wei-Chia Cho, 卓緯嘉
• Other Authors: Shiaw-Wen Tien
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/37201149113492364569

碩士 === 中華大學 === 企業管理學系碩士班 === 102 === World Travel and Tourism Council (2013) stated: the output of the world's travel and tourism year GDP and employment were about U.S. $ 2.1 trillion and 101 million jobs, how to promote industrial innovation and development had become the focus of all countries. People’s living standards differed from the previous,and there was more demand for tourism more. Therefore, this study was to investigate the travel industry of tourism marketing, and to find the relationship, weight, and performance between the dimensions and criterias. The study completed by literature and expert questionnaire compiled the four dimensions of tourism marketing and twenty-one criteria. By hybrid MCDM model,the study used DEMATEL to find the relationship between dimensions and criteria. It also used DANP to find weight between dimensions and criteria, and then used VIKOR to examine the performance between dimensions and criterias. The study got the following conclusions. C2 tour security is the main factor. Improving C2 tour security enhance the evaluation of tourism marketing. C10 place security is affected by all criteria changes. C20 hotel &; restaurant hygiene standards is the most important criteria, and C7 place clean condition is the least important criteria. C14 transport time, C19 hotel &; restaurant quality, C20 hotel&;restaurant hygiene standards, C21 Accommodation are focaused on travel agencies. Those criteria could not have good performance. Relatively, C2 tour security has good performance. Thus, travel industry could be designed to meet these needs of thetourism marketing activities, and those could be closer to the real needs of the consumers’ feelings.