Non-holiday Tourism Marketing Strategies for Cultural Resort of the Jiangs in Cihu

• Main Authors: Yang, Li-Shu, 楊麗淑
• Other Authors: Chang, Shih-Hsien
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/12514000860921124725

碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 102 === In many tourism activities tourists tend to congregate on holidays and weekends, with poor quality of tourism, congested and crowded. But during non-holiday tourists are few. This phenomenon hinders effective economic development. To promote non-holiday tourism marketing, reducing promotion of weekend package tours is necessary and developing attractive non-holiday tourism strategies for marketing must be emphasized. This thesis takes the Cultural Resort of the Jiangs in Cihu as case study with the aims to improve the balance and consistency of average tourist in everyday. The research methods are literature review, in-depth interviews and participant observation, along with elucidation of objective SWOT analysis and 4P, 4C and 4R of the tourist marketing strategies for holiday and non-holiday tourism. This study concludes the conjunction concomitant transportation industry, food and beverage industry, hospitality providers, entertainment and retailer operators with the tourism industry. Successful promotion of non-holiday tourism marketing can enhance non-holiday economic growth, providing greater employment opportunities in society, thereby enhancing prosperity and lifestyle quality, creating an outstanding international image for the Taiwan tourism environment and accelerating industry willingness to invest in tourism. This will thus add greater vitality to society and enhance Taiwan’s economic competitiveness.