Study on Strategies for Local Tourism Marketing in Sinyi Township Nantou County

• Main Authors: PAI,SHIH-CHIEH, 白士杰
• Other Authors: LIN,MING-CHANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jg7uhx

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 106 === The contents of this study mainly consist of studying the marketing strategy for tourism in Shin Yi Township with Shin Yi Township as study subject, integrating and analyzing ideals, actual actions and outcomes from public sector, private sector and the third sector in regard to developing tourism. The goal is to find out the status of Shin Yi Township in developing toursim by exploring the marketing strategy for local tourism and provide it to relevant organizations for reference. This study is based on qualitative methods and explores correlated studies on marketing strategy for local tourism through literature analysis. To understand the ideals, autual doings and efficacy of each sectors, this study conducts in-depth interviews concentrating with three people from public sector, five people from private sector and six people from the third sector. Furthermore this study helps understand the real-life condition of tourist development in Shin Yi Township through field investigation and participatory observation. According to the findings of this study, the niche for developing tourism in Shin Yi Township mainly lies in longer-than-two-day, mid-distance travels for experience-based sightseeing. In regard to this niche, the specialties Shin Yi Township should promote are predominantly the life in the mountains and aboriginal culture experience. Items that should be improved on are insufficient marketing propaganda, inconvenient trasportation and the lack of talents for professional tour guide. The strengths to exploit are playing up Jade Mountain National Park as a local selling point,attracting clients by integrating three sectors on devising package tours and with special offers, and boosting product quality and sales volume through the verification of special agricultural products.