From an Excellent Tourism Factory to an International Premium Spot, Case Study of Kuo Yuan Ye

• Main Authors: Chen,Chung-wen, 陳中文
• Other Authors: Yang, Cheng-Kwan
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31463452683162198113

碩士 === 靜宜大學 === 管理碩士在職專班 === 102 === With the government’s effort to promote Taiwan as a “Tourism Island”, The Industrial Development Bureau, Ministry of Economic Affairs, has been assisting establishments with distinctive features in transition to “Tourism Factory” since 2003.To date, more than 100 companies have been assisted and 108 of them passed the evaluation. Five domains of the evaluation, i.e. Theme of the Company, Factory Planning, Facilities Display, Service Quality and Operation Module, will be incorporated into the Tourism Factory so that the conventional factory can transit itself into a truly Tourism Factory in providing visitors with a pleasant introduction to the Industry, with its relevant history and cultural wonders. As a part of government’s campaign to attract foreign visitors, The Ministry of Economic Affairs, has been selecting outstanding Tourism Factory, with the intention to assist them to be transformed into international tourist attractions,and with the aid of local tourism resources to become new spotlights for international tourists.These outstanding Tourism Factory are mainly selected from establishments that are awarded with Excellent Tourism Factory award.This study analyzed five domains of each the 24 companies which had won the Excellent Tourism Factory award by the Ministry of Economic Affairs between 2010 to 2012.The Excellent Tourism Factory award is presently valid for a publicity period of three years. Being awarded the Excellent Tourism Factory indicates an establishment's conservation value, uniqueness, expertise, educational, historical and cultural significance, as well as its ability to highlight the above. This case study focused on Kuo Yuan Ye Corporation (郭元益食品有限公司) – one of the first two companies that were selected for the International Spotlight Tourism Factory award by researching the course of its transition to a tourism factory since 2008 till being honored as Excellent Tourism Factory for two consecutive years, as well as International Spotlight.The researcher is a professional in tourism industry with 25 years of experience and expertise in planning tour packages.The results of this study not only provide a good example in marketing strategies for practitioners who are considering to transit their establishment into a Tourism Factory, or have already done so, but also allow the tourist agencies designing more various itineraries incorporated with Excellent Tourism Factories.