A STUDY IN THE STRATEGY AND MARKETING — THE EXAMPLE OF HSINPU, HSINCHU

• Main Authors: Yih-Chyun Tseng, 曾逸群
• Other Authors: Chun-Yao Huang Ph.D
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/88760615552021437994

碩士 === 元智大學 === 管理研究所 === 92 === Owing to economic and social development, people have been gathering in places with plenty of resource. Large cities with more resources attract more and more people from the rural areas nowadays. Due to such big gap between city and country, many towns developed slowly and even withered. To have the survival opportunity, tourism development in traditional towns is a popular way. Hsinpu town is the example for the research of this thesis. From related bibliography we define the scope of research. From description on present culture and tourism resource, we explore what Hsinpu town has. Using survey and in-depth interviews, we realize the identification or plan from tourist, the public and official. This procedure which utilizes some strategies and marketing theories (e.g., target marketing, SWOT analysis and marketing mix) help us to discuss the tourism strategy and marketing opportunities in Hsinpu. The purpose of thesis is to understand present development of local tourism in Taiwan, and let more people realize the relationship between resident and environment, the interaction between tourist and resident, even to think whether the current tourism development fits local and future’s needs.