Marketing Strategies for Local Tourism Development by Enterprises ~A Case Study of the Ting-Hsin Cultural Park in Yungching Township, Changhua County
Date Issued
2011
Date
2011
Author(s)
Chen, Ching-Hao
Abstract
On account of the gradual recession of Taiwanese villages resulting from globalization and the transformation of economical structure, Ting-Hsin International Group, with the idea of “one township, one enterprise,” propels the development of local tourism under the support of the enterprise’s finances and marketing experience, aiming to attract tourists and animate local economy through cultural tourism.
This research focuses on Ting-Hsin Cultural Park, which is situated in the hometown of Master-Kong, and investigates the marketing strategies for developing tourism. Through the methodology of literature review, in-depth interview, focus group interview, and the analysis of SWOT, this research seeks to establish the position of the Cultural Park and construct the marketing strategies for the reference of both Ting-Hsin International Group and local government while developing tourism.
The results of this research are as follows: First, Ting-Hsin Cultural Park is a new opportunity for Changhua County and Yongjing Township to develop tourism and attract tourists from China. Second, Ting-Hsin Cultural Park demonstrates local culture and industrial value, and owns the potential for cultural tourism. Third, though Ting-Hsin International Group has been convinced of the fact that the competitiveness of the near future lies in culture, the rank of the executive unit is comparatively low, and it gives rise to disadvantages in deepening the essence of culture. Fourth, the government lacks the marketing strategy of fundamental construction, which might influence the development of local tourism of the future.
Finally, based on the investigations and findings mentioned above, the following suggestions are proposed. First, suggestions concerning Changhua County Government are: (a) establish a cross-bureau organization to help local governments improve the fundamental construction so as to develop tourism; (b) integrate the tourist resources of Changhua County, build the image of the local township, and reinforce city marketing. Second, suggestions concerning Ting-Hsin International Group are: (a) intensify communication with the community, encourage social participation, and impel the cooperation among industries, government, and common people in order to create an three-way win situation; (b) found a department for culture and creativity industry, promote the rank of the executive unit, and strengthen cultural competitiveness; (C) elaborate the research on tourist products and improve the staff’s education and training to attain sustainable growth of the enterprise.
Subjects
one township one enterprise
Master-Kong
Ting-Hsin Cultural Park
SDGs
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