魅力台灣－談台灣的城市行銷策略

Charming Taiwan: Urban Marketing Strategy in Taiwan

許文聖(Wen-Sheng Hsu)

《研考雙月刊》 30卷5期 (2006/10) Pp. 83-89

https://doi.org/10.6978/YKSYK.200610.0083

摘要

全球觀光產業及觀光活動的發展正處於蓬勃熱絡階段，台灣在積極推動觀光客倍增計畫下，已在國際間建立台灣觀光新意象。為協助城市行銷，本文透過台灣城市競爭力的SWOT分析，突顯縣市景點與活動必須產業化與國際化，並採區域合作的模式行銷，才可加速邁入國際觀光舞台。爰此，觀光局亦規劃推出「台灣暨各縣市觀光旗艦計畫」，期許中央與地方政府、公部門與私部門齊力打造一個具備環境「友善度」、人情「溫度」的旅遊目的地，將台灣的觀光魅力推向國際。

關鍵字

觀光 ； 城市行銷

並列摘要

The global tourism industry and tourism activities are in a period of vigorous development as countries around the world actively promote their tourism industries. In this fiercely competitive environment, Taiwan must consider ways to develop its unique tourism appeal and establish itself in a pivotal position in the world tourism market. In order to assist city marketing in Taiwan, the Tourism Bureau has been carrying out the ”Taiwan County and City Flagship Tourism Plan.” The plan aims to bring together the resources of the central and local governments, as well as of public agencies and private organizations, to create a friendly and warm travel environment in Taiwan and to promote the attractions of Taiwan internationally.

並列關鍵字

tourism ； urban marketing ； city marketing