Using Analytical Hierarchy Process(AHP) to Explore Marketing Strategies for National Scenic Area

• Main Authors: Hsieh, Pey-Pey, 謝佩佩
• Other Authors: Dr. Tsai, Yi-Ching
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/04393813482983513742

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 101 === Tourism industry is commonly known as non-smokestack industry. The challenges of Taiwan's economy are confronted with wages stagnation as well as the limited and contracted employment opportunities. The tourism industry not only can promote and expand employment, stimulate growth of economy, but also can bring in the multiplier effect serving as a new driver of economic growth in Taiwan. This study focuses on the National Scenic Area (NSA), explores factors of marketing competitive advantage, and constructs effective focused marketing strategies. National Scenic Area is an important resource for Taiwan tourism industry. To build a competitive advantage and a superior positioning in the minds of domestic and overseatourists, tourism industry must transform from the traditional producers and providers into a "value creator", and strive to create a value-added NSA. Regarding of the market segment, target market selection and even the strategic positioning as well as the marketing mix under the strategic planning, 4P must be re-examined and reformed to meet the new era of consumer demand for domestic and foreign tourists. This study uses modified Delphi methodwith Analytic Hierarchy Process (AHP) and targets interviewees from industrial, governmental and academics sectors. The results discover that (a)While constructing competitive advantage for the NSA, “strategic positioning” should be first emphasized, in particular, developing distinct long-term strategic goals; (b) in terms of product strategies, the NSA should focus on integrated product strategies regarding top tourism services quality, transportation convenience, diverse recreational activities and accommodation facilities, i.e. to construct superior products; (c) as for pricing strategies, NSA should tailor its strategic pricing to different targeted groups, and should integrate the development of related supportive industries, design modular tour packages to enrich the versatility of competitive pricing and construct marketing competitive advantage; (d) the NSA should adopt both virtual and actual channel strategies as their channel strategiesand combine themwith related industries to establish integrated channel network enabling a full range of seamless travel experience for tourists and visitors; (e) after strategic positioning and enhancing the product strategies are accomplished, additional integrated marketing components can have massive marketing campaigns ready to be launched.