The Empirical Analysis of Critical Influence Factors for Matsu Tourism Marketing

• Main Authors: Liu, Hsiao-Chuan, 劉曉娟
• Other Authors: Yuh-Ling Su
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4wzy48

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === The tourism development in Matsu has become the strategy of local government for the prosperity since the release of political warfare in 1992. The industries in Matsu have been transformed to the structure that is dependent on tourism activities, and naturally the tourism industry becomes the economic lifeline of Matsu. The number of tourists is increasing significantly in recent years, but the gap between peak and off season is extremely large, and therefore the relevant departments actively devote to the tourism marketing. The tourism business may not only create considerable economic benefits to local place, but also contribute to the development of other industries. In view of the fact that some foreign sightseeing regions are gradually becoming prosperous every year from nameless places, they can be used as goals for learning. The research took the cases of local tourism marketing development as the directions toward marketing strategies in Matsu. Meanwhile, the foreign sightseeing regions were taken as the examples for the tourism development in Matsu. This study uses the SAVE marketing framework proposed by Ettenson et al. (2013) to translate into the definition of the place marketing, and the method of Importance Performance Analysis (IPA) was applied as the approach to explore the critical influence factor affecting tourism marketing in Matsu. The findings of the research are as following: 1.To explore the dimension of the critical influence factor affecting tourism marketing in Matsu, in overall, “overall plan” and“tourism education” as the main dimension, followed by “specific access” and “professional value” in sequence. 2.To explore the center improvement areas of critical influence factor affecting tourism marketing in Matsu, the “travel convenience” is the most important key impact factor, followed by “transportation availability”, “response to unpredictable event”, “travel information accessibility”, “customized travel activities”, and “package schedule arrangement”. These six performances are unsound and unsatisfactory to the needs of tourists. Therefore, these factors are the weakness of tourism marketing competition of Matsu, and should be reinforced and improved immediately. The research aims to assist public and private sectors in resources distribution and overall tourism performance enhancement by finding the critical influence factor affecting tourism marketing in Matsu. Meanwhile, the “county on the basis of tourism” shall be the practical goal of policy implementation to head for new milestone. Keywords: Place marketing,Tourism marketing, Crtitical influence factor, Importance Performance Analysis (IPA)