| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 104 === Countries have to develop the tourism industry, Taiwan's international tourism revenue to GDP ratio is still low, showing the development of Taiwan's international tourism as well as room to grow. Chinese mainland has become the world's outbound tourism consumption power, because the influx of mainland tourists in Taiwan, creating the development of tourism-related industries. Under the face of a competitive environment, the industry how to use the advantages of Taiwan, overcome weaknesses, take forward international tourism will develop depends on the development strategy of passengers. The free exercise of tourism is the trend, the future of individual travelers will be a growing trend in the demand for special transportation, the tourism industry being chartered to meet their specific needs; however, research in this area is still chartered tourism is lacking.
The purpose of this study was to investigate the development of tourism industry in the past, Chinese tourists, the status and future trends. Analysis of International Tourism in the external environment and internal environment of the industry. Application results of the analysis proposed charter tourism development strategy for the Chinese mainland individual visitors to Taiwan for sightseeing. Analysis Methods The five forces analysis and SWOT analysis, formulate marketing innovation strategies of charter tourism industry use the opportunity to highlight the advantages and threats to weaken the impact of the industry's disadvantage. The result chartered with Tourism SWOT matrix analysis table, and analyzes the bargaining power and value of charter tourism industry chain.
Political mainland tourists to Taiwan is an important factor, how to face the current tourism chartered changing political environment and the future will be how the layout, the proposed charter tourism development strategy can adopt differentiation strategy and focus strategy to avoid politics competition interference and tourist train services.
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