The Innovative Tourism Development Strategy via the Integration of Cultural Assets and Local Resources - A Case Study in Lukang Township Downtown

• Main Authors: Meng,Chao-Hsieh, 謝孟釗
• Other Authors: Wang,Hsing-Wen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/832as5

碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 104 === Lukang Township is an ancient city with a history of 300 years. It is filled with cultural heritages and local resources such as ancient architectures, artistries, and museums attracting millions of visitors each year. In recent years, local government is paying more attention towards the tourism industry and started their annual Dung You Ji festival since 2007. Also in 2015, local government cooperated with a newly developed sight “Gui hua xiang art village” to attract more visitors to come. The Taiwanese central government held a 14 day lantern festival in Lukang during 2012 and during that time period, attracted more than 11,700,000 people to visit. This is the most visitors Lukang had had during night time visits, showing that there is many tourism potentials. Wei, Ming-Ku, Magistrate of ChangHua puts forth promoting tourism in Lukang and is preparing Lukang national historical scenic area as a new plan. Believing by increasing a new national scenic area, there will be 14 of them in total in Taiwan. Currently, many of the villages and towns are aims in tourism development in which this research mainly focuses on the methods Lukang has on night time tourism and how to use local resources to promote the overall tourism economies, and also focusing on changing and promoting Lukang’s tourism industry.This research uses SWOT analysis to obtain the tourism advantages, disadvantages, opportunities, and threats in Lukang. Also, with tactics results from matrix analysis provided by using SWOT. The tactics will be than set for depth interviews with local government officials, township representatives, and people from the tourism industry to obtain multivariate views and opinions. With the arranged results using the Blue Ocean Strategy’s four framework for action and Strategy Sketch to verify the analysis, getting a new value curve and creating Lukang’s tourism new value curve. This research concludes with providing Lukang Township’s future development in tourism.