The Catalysts of Kinmen Tourism: Tourism Marketing Mix, Brand Equity and Travel Motivation

• Main Authors: Tsung-Min Chen, 陳琮閔
• Other Authors: Ye-Horng Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/60661985497433742763

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === Kinmen, as well as the absence of heavy industry and pollution from intense commercial developments which provides higher tourism value in Taiwan. This calls for in-depth studies on the tourism marketing, brand equity and travel motivation in Kinmen. This study adopts the Fuzzy Delphi method (FDM) and Decision Making Trial and Evaluation Laboratory (DEMATEL) to investigate the relationship between marketing mix, brand equity and travel motivations in Kinmen. The results of this study include: 1. FDM can be applied to analyze tourism policy development in Kinmen and other areas; 2. the results of DEMATEL can be developed into tourism marketing decision theory in Kinmen; 3. each facet analysis can contribute to more acute decision for tourism marketing decision makers in Kinmen. Practical and political implications of the results are discussed.