| Summary: | 碩士 === 開南大學 === 公共事務管理學系 === 102 === Tourism industry is regarded as cash cow because it’s brought the high employment opportunities as well as potential foreign exchange earnings. Therefore, Taitung is set as a "tourism-oriented county", and the local government has devoted to its tourism industry. Nevertheless , Taitung county is considered that falls behind the other countries in Taiwan, how to enhance the economic value of the tourism industry of Taitung ? And how to use the resources effectively to adjust to the changes and make the tourism industry sustainable ?
This study aims to evaluate the performance of Taitung tourism industry by the theories of strategic management and local governance. First, the resource-based theory is employed to analyze the current status of Taitung tourism industry and to identify its future development orientation and development model. In addition, we observe local governance capacity of Taitung government on the tourism industry and local governance. Lastly, we use SWOT analysis on strategic management as a basis for the subsequent development of positioning and policy making.
The significant impact on the relationship between the poor traffic environment and the inefficient policy integration in marketing has caught our sight. It is necessary for Taitung government to dedicate to better tourism promoting performance as well as more sustainable development. Thus, suggestions and recommendations for future research are thus discussed.
It is found that certain elements, including the government, partnership, civil groups, business modes, network governance and so on, play an important role. Accordingly, we can conclude that the government should implement oversight mechanisms which not only focus on the mainland tourists, but also on the worldwide international tourists with policy enforcement. Meanwhile, the Hualien-Taitung railway electrification, the environmental impact and other elements should be examined all the time in order to enhance the best tourism industry in Taitung.
Keywords: Tourism Industry, Strategic Management, Resource-based theory, Local Governance, partnership
|
|---|
