| Summary: | 碩士 === 國立臺東大學 === 休閒事業管理碩士在職專班 === 102 === This study used qualitative research to explore tourism tribal kitchen planning and strategic management in Morenos, Taitung, Taiwan. The depth interview includes five tribal elders and three specialists or tourists.
Data were analyzed through SWOT theory in order to understand the current environmental conditions and limitations for development of tourism tribal kitchen in Morenos. Accordingly, this study re-developed a possibly valid planning strategy based on the TOWS matrix analysis and the Marketing Theory of 4Ps. The results showed that all participants have a strong sense for planning Morenos tourism tribal kitchen. However, Morenos still needs to reconsider the product, price, placement, and promotion strategies.
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