| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 103 === Under the trend of globalization and liberalization, the prevailing atmosphere of travelling, and the changing patterns of consumers, “sightseeing tour” is becoming one of the most developmental industries. Taipei City has a unique environment: the sea shore or the mountains are only tens of KMs from down town. The rich and diverse food culture and the wealth of human resources are added to the list of innate advantages of developing tourism industry.
From the viewpoint of “little investment, big profit”, to develop “cuisine and sightseeing” in a way helps improve the overall image of the city. Thence, the development of “cuisine and sightseeing” and its huge economic benefits start to attract the attention from county and city governments, and which has been put on the top of tourism industry in the city development.
Taipei City's food culture has leapt to the international media forum, and its cuisine has become one of the major destinations of international tourists. The point is how to shape Taipei as an international cuisine kingdom by promoting the city, increasing the visibility of it, and enhancing the competitiveness of its cuisine. The
tourism policy in Taiwan is made for the whole environment, not for developing the competitive advantages. Therefore, the main purpose of this study is to analyze the qualifications and dimensions of Taipei City so as to locate the local cuisine as a tourism marketing strategy and its future development in tourism industry.
To know how to promote the tourism policy with the competitive advantage of food culture, three qualitative research methods---case study, document analysis and in-depth interviews---are used in the study. The data reflects the current status of the development of cuisine tourism in Taipei and its marketing strategies. SWOT and TOWS are applied to derivate the strategy patterns of the development of Taipei city tourism policy and its effects, including deepening multi-cuisine specialties, highlighting localization, the establishment of food brands to create word of mouth marketing, personalization of information system, the integration of related industry organizations, strengthening the infrastructure, and the human resources and training. This study demonstrates that to develop the strategies of Taipei cuisine tourism policy will make concrete proposals to facilitate the development of cuisine tourism and improve the city image and international marketing of Taipei City.
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