Research on Eco-tourism Marketing in Guanwu National Forest Recreation Area-Analysis from the perspective of tourists and organizations

• Main Authors: PENG,CHAO-HSI, 彭釗熙
• Other Authors: CHEN,YU-CHI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8zy6ks

碩士 === 玄奘大學 === 傳播學院碩士班 === 106 === 　　With the emerging promotion of domestic ecotourism throughout communities, national parks, and National scenic area, Forestry Bureau has established itself as an integral factor in the operation of national forest recreation areas (NFRA). Keeping in mind of the effectiveness of Integrated Marketing Communication (IMC), the Forestry Bureau focuses on the implementation of communication and marketing tools in the promotion of forest recreation areas. 　　This study aims to promote NFRA through establishing its brand and the products of ecotour in an IMC perspective. We explored the effect of Guan-Wu ecotour products impacted by IMC via questionnaires and processed the in-depth interview to examine the roles of organization related with IMC. Based on cross-analysis, we confirmed the success of IMC, and provided the deeper insights for the marketing strategies of Guan-Wu National Forest Recreation Area. 　　In this study, we recognized the effectiveness of IMC in developing brand recognition and establishing the related image between brand and its product (e.g., national forest recreation areas and ecotour product). Based on our results, we proposed ecotour marketing plans to achieve brand segmentation which combine the unique cultural environment around Guan-Wu NFRA (e.g., Dabajian Mountain, Syakaro Historic Trial) and the cultural sites of Saisiyat and Atayal tribes.