Blue Ocean Strategy of Tours to Taiwan by People in the Mainland Area

• Main Authors: Li-Pin Chang, 鄭麗萍
• Other Authors: Shang-Te Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/45902392482516273024

碩士 === 環球技術學院 === 環境資源管理所 === 96 === Viewing the industry of tourism in Taiwan, now we are facing ruling two difficult problems: the investment is dispirited as well as the government expenditure is insufficient. In March, 2008, upon the presidential election, the new ruling party proposed the latest policy, “being open, not closing Taiwan to international intercourse,” allowing direct flights across Taiwan Strait and the Mainland toursits visiting Taiwan, to stimulate the industry of tourism development. The study uses documentary historical method, based on Destination Competitiveness & Sustainabililty Model (DCSM), and tourist attractions, in accordance with Travel & Tourism Competitiveness Index (TTCI) of World Economic Forum (WEF), constructing the eight Competitive abilities enclosed with the policy of the people of Mainland China area visiting Taiwan. This study then analyses the competitive abilities among Taiwan and the five adjacent areas (Hong Kong, Singapore, Japan, Korea, and Tailand), find out Taiwan’s advantage compared with those countries. Moreover, the study used the low cost and the value innovation of diffrentiation of the blue ocean strategy as the main thinking mode. According to the four actions framework of the people from Mainland China area visiting Taiwan, which issues the optimizing disposition in the limited resources, with the help of the three characteristics of a good strategy: focusing on Formosa Taiwan, diverging from Mainland China, oustanding compelling tagline- culture and food, fashion and shopping, legend and ecology, all in Taiwan, drawing up the strategy of the mainland toursits visiting Taiwan. In conclusion, firstly, the utility of the mainland tourists is above everyting, the cost of traffic and time could be lowered through direct flights across Taiwan Strait which provides them high quality services. Secondly, create the unique Taiwan culture with regional festivals: Taiwan special food, fashion shopping, and the Mazu pilgrimage, making Taiwan an indispensable brand worldwide. Finally, we can trigger the curiosity of the Mainland turists by integrating the mysterioius ecotourism tours spots, for example, Mountain A-Li, Sun-Moon Lake, and Cihu. In addition, upgrading and creating its values through the employment of stories and cultural activities are also optimal choices.