2008觀光客倍增計畫執行績效評估與因應策略

The Evaluation of the Implementation of Doubling Tourist Arrival Plan and Strategies for Consideration

楊輝南(Huei-Nan Yang)

《建國科大社會人文期刊》 30卷1期 (2011/01) Pp. 69-88

https://doi.org/10.6995/JLASSCTU.201101.0069

摘要

觀光是服務貿易出口主項目，也是21世紀最具發展潛力的產業，各國政府皆致力增強觀光吸引力以帶動經濟成長，臺灣政府亦於觀光發展政策中提出2008觀光客倍增計畫。該計畫是以追求國際觀光客倍增為目標。2008年7月4日，兩岸開啟直航之門，面對此商機，提出因應策略以增強觀光吸引力，實頗具研究價值。本研究經由文獻探討與資料分析，進行2008觀光客倍增計畫執行之績效評估，並透過SWOT分析，進行臺灣觀光之優弱勢分析，及參考韓國與愛爾蘭發展觀光的成功經驗，提出因應之目標市場策略、定位策略、行銷組合策略、與競爭策略，做為經營者參考。

關鍵字

觀光客倍增計畫 ； 地點行銷 ； 觀光吸引力 ； 行銷策略

並列摘要

Tourism, a major item of services exports, is one of the industries processing great potential for development in 21(superscript st) century. Nearly all governments therefore dedicate themselves to increasing tourism attractiveness to stimulate economic growth, and Taiwan is no exception. To attract more foreign tourists, Taiwan proposed Doubling Tourist Arrivals Plan. Since direct charter flight between mainland China and Taiwan has begun in 2008 and more mainland China tourists are allowed to visit Taiwan, a large number of business opportunities are created. Therefore, how to increase tourist attractiveness to grasp those opportunities has become the main issue in Taiwan. The present study reviewed relevant literature and then adopted data analysis to evaluate the results of Doubling Tourist Arrivals Plan. In addition, SWOT analysis was used to explore strengths and weakness of Taiwan tourist industry and Taiwan's environment for tourism development. Based on the outcome of the previously conducted analyses and also on references of Korean's and Ireland's tourism marketing strategy, four strategies suitable for Taiwan tourism were suggested to tourism operators: target market strategy, positioning strategy, marketing mix strategy, and competitive strategy.

並列關鍵字

Doubling Tourist Arrivals Plan ； Place Marketing ； Tourism Attractiveness ； Marketing Strategy