A Study on the Tourist Guiding and Interpretation Content Strategy - An Example of Taiwan Tourism Factories

• Main Authors: TONG, PEI-HAO, 童培豪
• Other Authors: Wu, Shu-Ling
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/287jr4

碩士 === 國立暨南國際大學 === 觀光休閒與餐旅管理學系 === 107 === In recent years, Taiwan's tourism industry has flourished, and the diversity of tourist factories has attracted a large number of tourists to travel, and it has also created many business opportunities. In the tour of the tourism factory, the guided commentary is a very important part in Taiwan. The Tourism Bureau’s publicity on the tourism and tourism of tourism factories is that the main feature of the tourism factory is the unique theme of the tourism factory and the beautiful landscape environment. The introduction and explanation of the process, cultural presentation and DIY are listed as tourism. The second feature of the factory journey, the guided tour is considered to be one of the tourism factory services that enhances the satisfaction of the visitor experience. This study is intended to understand what the elements of the process are used to guide the process design and process experience, and what elements are preferred after the visitors have participated in the trip, and then share the experience of the experts, and finally undergo triangulation. The analysis provides insights into the more comprehensive tourism factory marketing strategy by comparing the views of manufacturers, visitors and experts on the marketing strategy of the tourism factory. The results of the study found that the four guiding elements of the Taiwan Tourism Factory's guided tour of the strategy: field, service experience, products and brands and stories, and the navigational narrative elements commonly used in 19 Taiwanese tourism factories finally produced a perceptual-commercial, perceptual - Non-commercial and rational-commercial three narrative strategies, and analyzed 9 items that impressed visitors, even loved them, with a fit rate of 47.37%. Finally, experts proposed technology, customization and internationalization. The three directions are the direction in which the future tourism factory guides the content design.