A Study of the Marking Strategy of Linyuan Township in Kaohsiung City

• Main Authors: Long-Cheng Liu, 劉龍誠
• Other Authors: Yong-Cheng Huang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/kwdp5p

碩士 === 義守大學 === 管理碩博士班 === 107 === Linyuan used to have good mountains and water. Due to the development of the petrochemical industry, this environment had undergone a major change in its ecological structure. To reverse the stigma of urban and rural petrochemicals, we hope that with sightseeing and marketing, the original natural ecology and cultural landscape of Linyuan will attract tourists to prosper its place. Therefore, this study focusing on the ecological environment and food sightseeing in Taiwan Linyuan discussed the tourism marketing policy from different facets by cooperating with the government. This study used questionnaire to survey visitors who had visited Linyuan for empirical research. A total of sixty-two questionnaires were effectively distributed, and collected, with a recovery rate of 89%. The results showed that the environment of the fishing village has a positive correlation with the number of tourist days, indicating that the number of tourist days is short, and it is impossible for tourists to deeply experience the beauty of the environment of the fishing village. Thus, It is found that the environment of the fishing village is appropriate for profound discussion or tourism. According to study results, food satisfaction and festivals can attract tourists. In the dimensions of government, respondents are not satisfied with the management of tourism planning and the maintenance of historic sites, especially the public toilets and the public morals of tourists. Besides,the dimensions of tourism publicity showed that low satisfaction. The public construction, such as bicycles and handicapped trails, is still necessary to be refined with local features to beautify the facade. In terms of tourists, they are self-guided tours or drive by themselves. The source of information mostly comes from relatives and friends. Therefore, in terms of transportation, the surroundings of the fishing village, the scenic spots, and the route planning of passenger vehicles are information that can be used as a reference for local government''s tourism marketing policy.