A Study on the Business Opportunity of Chinese Tourists for Marketing Strategies of the Travel Agency in Taiwan – A Case of Company Y

• Main Authors: LIN SEN MU, 林森木
• Other Authors: LI CHENG FENG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5y92p3

碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 103 === A vacation used to be a luxury for wealthy individuals who were able to afford it. It has shifted from luxury to necessity for modern families due to economic growth and technological development. Promoting tourism is regarded as the most efficient way to boost the economy. China’s open tourism policy and its large population have made Chinese citizens the most popular tourists for the tourist industry. The special relationship between Taiwan and China has made Taiwanese have a love-hate relationship towards Chinese tourists. This study is to discuss the past, present, and future development of the Taiwanese tourism industry from the angle of an open tourism policy towards Chinese citizens. Facing such a huge opportunity of Chinese tourists visiting Taiwan, how does this affect the Taiwanese tourism market and influence travel agencies? Using Company Y as an example for our case study, how does it establish its strategy when facing such a huge business opportunity? We started by conducting Porter analysis to clarify the impact for Travel Agency Y. We then followed up with SWOT analysis to understand the strengths and weaknesses of the company. Based on the theory of marketing strategy, we established a brand new strategy. We hope this new strategy can provide travel agencies a reference for the service industry tailored towards Chinese tourists. The results from the study found that the continent has been to outbound tourism as a stepping stone for international exchange , special cross-strait relations , politics is leading the cross-strait economic development. Mainland citizens to visit Taiwan because of the special relationship between the two sides , and is different from the travel agency to produce normal business practices.Mainland citizens to visit Taiwan 45 days after leaving Taiwan , mainland travel was paid , resulting in more mainland tourist travel agency owed large sums of Taiwan travel fare . Mainland citizens to visit Taiwan , mainland travel agencies train services , but also to shopping trips as a tourist guide , but cause overcrowding everywhere , but also affect the quality of Taiwan's tourism , travel and therefore low selectivity . The technology is breaking down economic behavior , it is not the best way to political manipulation . The face of mainland citizens to visit Taiwan , the free exercise of open , will result in new ways of marketing tourism .The quality of tours in Taiwan has plunged significantly because of the large numbers of Chinese tourists. Planning the tour with the shopping itinerary as the guidance really leaves limited selections for the customers. The Do-it-Yourself (DIY) style of tour will introduce the new marketing strategy for tourism. Based on prior experience and statistics, we can predict the DIY style is going to be the major driving force for the future market. Therefore, using Cloud technology to target human behavior, providing reservation functions through the Internet, and offering the purchase option through a smartphone app can be the ideal tour package for covering consumers’ thinking, viewing, purchasing, and leisure from beginning to end, as well as optimize profits for travel agencies. Keywords: Mainland citizens to visit Taiwan、Cloud propaganda、Internet orders 、 Site APP purchase