The Strateiges of Improving Off-peak Problem in Nantou Tourism Industry –an Application of Analytic Hierarchy Process

• Main Authors: Chih-chu Lin, 林姿足
• Other Authors: Yih-chang Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/23552885184882989503

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === In recent years, because of the awakening of leisure consciousness, the raise of GDP, the increasing of leisure time and the emerging of vacance concept, the need of outdoor leisure is growing very quickly. However, by the special characters of vacation system and leisure resource construction, the leisure resource’s utilization is quite different in the off-peak hours. Furthermore, the regularity of tourist’s work time decide the time of their tour and give the influence to the timing of leisure resource’s utilization. The gap of tour spot’s demand in off-peak hour have an direct impact on the management of leisure industry and the performance of traffic. It means the decline of quality of all key parts of tourism include the traffic, facility and the service. The above situation is unfavorable to the balance of domestic tourism market. Therefore, the purpose of this research is to find the scheme to increase the tourist’s utilization of the tour spots of Nanto in the off-peak hour from the aspects of industry development, management and marketing, with the Nanto’s tour spots as research object. Also, the service industry is customer-oriented, so the research also want to find the most-wanted service and the things need to be improved by realizing the conscious of tourist. Finally, this research will propose the strategy to solve the problem of little tourist in the off-peak hours according to the viewpoint of tourism supplier and the customer. 1.Industry development aspect : the promotion activities is suggested to offer the theme-tour as “vacance” or “minsyuku tour”, the most favorable kind of tour, or the bundle package of favorable tour as ecology tour or spa tour plus unfavorable tour by forming a coalition of tourism supplier in the form of strategy-alliance. 2.management aspect : according to our survey, the gap of cognizance between tour supplier and customer is quite large. Supplier focus on the quality improvement of service staffs, however, the customer’s dissatisfaction is at the general facility. Therefore tour supplier need to improve each facility, so that the customer satisfaction can be increased generally. 3.marketing aspect：Generally, the acceptance of the customer to the promotion activities supplied by the tour supplier is quite high. So it’s suggested that the schedule of promotion tour should include the non-holidays as many as possible. As to the media of promotion, it’s suggested to use the newspaper and the magazine.