我國觀光政策行銷之研究－以觀光客倍增計畫爲例

An Empirical Study of Tourism Policy Marketing: A Case of "the Program of Doubling Foreign Tourists Visiting Taiwan"

陳良源(Liang-Yuen Chen)

《商業現代化學刊》 4卷2期 (2007/09) Pp. 45-52

https://doi.org/10.6132/JCM.2007.4.2.05

摘要

本研究旨在以文獻探討的研究方法，藉由政策行銷理論，透過交通部觀光局依據行政院挑戰二OO八：國家發展重點計畫推動的「觀光客倍增計畫」個案，利用Snavely (1991)政策行銷模式及相關學者所提政策行銷策略與方法，從傳統行銷組合4Ps四個介面，檢討觀光客倍增計劃政策行銷之作法與缺失，進而從傳統行銷組合4Ps四個介面，研提觀光政策行銷建議，以供觀光主管機關推動政策時參考。

關鍵字

觀光政策 ； 政策行銷 ； 觀光客倍增計畫

並列摘要

With the meta-analysis of literature, the purpose of this study can be achieved through the theory of policy marketing in terms of tourism. As indicated by the Bureau of Tourism subordinate to the Ministry of Transportation and Communications (MOTC), according to the Executive Yuan Council's program of challenging the year of 2008, ”the program of doubling the number of foreign tourists visiting Taiwan” has been pushed as one of the national imperative development plans. This is also the case applied in the current study. Using the model of policy marketing proposed by Snavely (1991) and strategies and methods of policy marketing, related literature suggested by prior authors, as well as the interfaces of product, price, promotion and place, the program of doubling the number of foreign tourists visiting Taiwan can be examined and discussed as to methods and drawbacks. Also from the perspective of traditional marketing's 4Ps, suggestions concerning tourism policy marketing are made, to which the authority of tourism can refer as they promote or push the policy for sightseeing.

並列關鍵字

Tourism Policy Marketing ； Foreign Tourists ； Traditional Marketing's 4Ps