A Study of the Relationship of Tourism Attraction and Media Marketing in the Urban Tourism－An Illustration of Taichung City

• Main Authors: Chun-Hao Fan-Chiang, 范姜群澔
• Other Authors: Chih-Cheng Huang
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/ewy4x5

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 91 === Abstract Taichung City, located in the central part of Taiwan, is the metropolis of the most importance in this region. With the growth of population and the urbanization and industrialization of the city, it has become the core developmental area of economy, administration, education, and entertainment in central Taiwan. The key to developing the tourism of Taichung City consists of utilizing the existing resources, including developed industries, established businesses, local culture and arts, to motivate urban tourism and, furthermore, finding out what makes a certain attraction appealing to tourists. This research investigates if different recreation and entertainment attract different tourists, if different marketing media and communications attract different tourists and what types of marketing media and communications should be used to provide the public with tourism information through. Concurrently, there is, in this research, a thorough exploration of the four evaluation factors i.e. the socio-economical background of the targeted tourists, including those from other areas and the local residents, the types of tourism resources, the attraction of the tourism resources, and the marketing media of different tourist attractions. With the investigation and analysis, the results of this research are as follows: * A poll shows that the most appealing factor for people to visit a certain attraction is the atmosphere of relaxation. * Attractions noted for their atmosphere of relaxation are mainly known to the public through billboard, newspaper, magazine, television, Internet, and by word of mouth. * Attractions famous for cultural or educational activities and events are mainly known through newspaper, broadcast, and loudspeaker vans. * Attractions with living convenience are mainly known through billboard, flyers, broadcast, loudspeaker vans, and by word of mouth. * Attractions with popularity and low cost are mainly known through newspaper, magazine, television, Internet, and by word of mouth. * Information of attractions providing playgrounds or spaces for games, however, is less accessible to the public through television. This paper focuses on the interaction between different types of attractions and different use of marketing media with the hope of providing the authorities concerned with reference to media marketing and strategy-making.