The Study of the Sustainable Tourism Marketing Strategies of Dahu Town in Miaoli County

• Main Authors: LIAO, YU-FANG, 廖瑜芳
• Other Authors: Huang, Chun-Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/39348592657674388271

碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 104 === The primary purpose of this study is to investigate the sustainable tourism marketing strategies of Dahu Town in Miaoli County. Practical marketing strategies for a sustainable tourism in Dahu are also proposed in the study in order to help raise the town’s economic benefits from tourism marketing and to increase global visibility to the town.As two-day weekends are implemented, life quality is paid more attention by people in Taiwan and a healthy lifestyle with LOHAS is now pursued by many people. Tourism, as a consequence, becomes a main ingredient for city marketing and a driving force for economy. A place’s tourism resources and characteristics are enormously made use for the sake of attracting tourists and boosting local economy. Dahu is no exception. The suggested marketing strategies for a sustainable tourism in Dahu are mapped out on the basis of a two-round modified Delphi method. It was conducted by inviting a group of 12 experts and officials, knowing well of the tourism developments in Dahu, to anonymously reply to questionnaires designed based on personal interviews and analysis of related documents. The results indicate that in addition to the seasonal attraction of strawberry-picking, Dahu needs to find out other potential sight-seeing attractions for its tourism industry. Tourism strategies, local resources and transportation are required to be integrated with one another so that closer cooperation relationships between different industries can be found. Furthermore, service quality needs to be improved and a sound man-power training system shall be established. To run the tourism sustainably, teamwork between Dahu and towns next to or nearby it is also necessary. Thus, a package tour can be promoted more easily and more tourists are expected to visit Dahu.