| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 107 === Since the government promoted the two-day policy, people have paid more and more attention to leisure and entertainment. In addition to their work, they also know how to adjust their own body and mind. Because of the change in people's attitude towards life, tourism and tourism have become an important development of the country. One of the careers. In response to this rhythm change, the counties and municipalities have paid more attention to the development of the tourism industry in various places, and have developed various policies to promote tourism, and spare no effort to organize related tourism industry activities to promote urban development.
This study selected Miaoli County as the research scope, and conducted an investigation of tourists visiting the county by means of important performance analysis method to explore the influence of passenger characteristics, integrated marketing communication, tourism image and service quality, and finally empirical analysis. The conclusions are summarized to provide reference suggestions for the future promotion of the tourism industry and events in Miaoli County. This study uses SPSS for statistical analysis to understand the attitudes and influencing factors of travelers' choice of tourist locations. Through this study, Miaoli County will provide visitors with a better travel experience, create a sightseeing experience different from other counties and cities, and create new value for Miaoli's sightseeing. The conclusions of this research study are as follows:
1. It is suggested that the advertising marketing part can adopt a younger marketing method, trying to attract the attention of young passengers. For example, the government and the store can find more idols to promote the marketing, and increase the exposure to attract younger travelers. On the website, you can also find some young workers to participate in discussion on the design.
2. It is recommended that the county and the transport industry better cooperate, make better planning for the shuttle bus and mass transit vehicles, make good use of past visitor information, cooperate with the time to do better vehicle dispatching and moving line planning, and draw up the county tourism. The feeders, mass transit vehicles and vehicle moving lines of the scenic spots, especially during the tourist season or special events, facilitate the promotion and promotion of the county.
3. It is recommended that the county government can use the tourism service center to hold activities during the holiday, attract tourists and make visitors have more contact and understanding of the center, and increase interaction with tourists. In addition, the government and stores can use model stores or waiters in the sightseeing area. The selection allows visitors to feel the importance of service quality in the local area, and also allows visitors to have a different travel experience.
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