A Study on the Policy Marketing of Tourism Industry in Nantou County

• Main Authors: Meng-Shu Liu, 劉孟淑
• Other Authors: An-Li Peng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/87397381132999060947

碩士 === 南華大學 === 國際暨大陸事務學系公共政策研究碩士班 === 102 === 　　This study aimed to investigate the relationship between the current situation and the policy marketing of Nantou County’s tourism industry after allowing mainland tourists to visiting Taiwan. Qualitative research methods were used through literature analysis and in-depth interviews for exploring research questions. There are six elements (6Ps) of policy marketing strategy: product, price, place, promotion, partnerships and policy. The 6Ps is the marketing policy indicators of mainland tourists visiting to Taiwan for analyzing the regarding actions of Taiwan’s Nantou County Government. 　 　　The suggestions are as follows: 1.The county government can promote to combine the tourism industry and cultural industries ,and develop creative products. 2.The county government should reward for the tourism industry to establish its own brand,and lead the trend. 3.To increase the " Taiwan trip " traffic routes of Chingjing farm. 4. The reward is offered for the youth employment of the return home , to invest cultural and creative industries, and activate local culture. 5. The reward markets for the tourism policy of Nantou and encourages the well-known film director to Nantou framing. 6.The county government can promote the quality of the tourism industry to improve visitor satisfaction and willingness to travel again.