政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/51662
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113485/144472 (79%)
造访人次 : 51390084      在线人数 : 530
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/51662


    题名: 從全球整合行銷觀點檢視台灣觀光行銷溝通
    Examining the tourism marketing communication program of Taiwan from the globally integrated marketing communication perspective
    作者: 林珮君
    Lin, Pei Chun
    贡献者: 張郁敏
    Chang, Yuh Miin
    林珮君
    Lin, Pei Chun
    关键词: 全球整合行銷傳播
    台灣觀光
    垂直整合
    水平整合
    Globally Integrated Marketing Communication (GIMC)
    Taiwan Tourism
    Vertical Integration
    Horizontal Integration
    日期: 2010
    上传时间: 2011-10-13 13:56:32 (UTC+8)
    摘要: Tourism industry, one of the most rapid growing economic activities around the world, brings countries foreign exchange and creates million jobs. Due to the huge profit involved, more and more countries recognize the importance of tourism marketing and start to include it into their national development plan, so does Taiwan. However, little attention has been paid in the academic field to Taiwan’s tourism promotions on a global basis. Therefore, this research aims at analyzing how Taiwan manages and integrates its tourism marketing communications in its three main target regions—Northeast Asia, Southeast Asia, and Europe and America—from the perspective of Globally Integrated Marketing Communication (GIMC), and uses the current campaign “Tour Taiwan Years 2008-2009” as the subject.
    Following the IMC Audit proposed by Duncan (2002), this case study conducts document analysis and in-depth interviews with Tourism Bureau to investigate how Taiwan integrates its global communication either vertically across marketing disciplines or horizontally across countries. In addition, the level of standardization across marketing disciplines is compared, and suggestions for employing GIMC model are also provided. The finding can be summarized into three points:

    1. Either within each region or across regions, the strategies Tourism Bureau employs are close to globally integrated strategy, but with different level of vertical and horizontal integrations.
    2. The proposition, which suggests that public relation, sales promotion, and direct marketing are more difficult to standardize compared to advertising, is not supported in the case of “Tour Taiwan Years 2008-2009.”
    3. The application of GIMC to tourism marketing in this case suggests that strategy should be the guiding principle for integration; and the classification of GIMC strategy should be adjusted and made based on a continuum approach.
    參考文獻: English Reference:
    【1】 Anholt, S. (2003). Brand New Justice: The Upside of Global Branding. Butterworth Heineman.
    【2】 Anderson, G. (1989). A global look at puhlic relations. In B. Cantor (Ed.), Experts in action: Inside puhlic relalions. 2nd ed. New York: Longman.
    【3】 Baker, M. J., & Cameron, E. (2008). Critical Success Factors in Destination Marketing. Tourism & Hospitality Research, 8(2), 79-97.
    【4】 Birnik, A., & Bowman, C. (2007). Marketing Mix Standardization in Multinational Corporations: A Review of the Evidence. International Journal of Management Reviews, 9(4), 303-324.
    【5】 Boddewyn, J. J. & Grosse, R. (1995). American Marketing in the European Union. European Journal of Marketing, 29, 23–42.
    【6】 Boddewyn, J. J., Soehl, R., and Picard, J. (1986). Standardization in International Marketing: Is Ted Levitt in Fact Right? Business Horizons, 29(6), 69-75.
    【7】 Botan, C. (1992). International public relations: Critique and reformulation. Public Relations Review, 18, 149-160.
    【8】 Briggs, S. (1997). Successful Tourism Marketing: A Practical Handbook. London : Kogan Page.
    【9】 Buhalis, D. (2000). Marketing the Competitive Destination of the Future. Tourism Management 21, 97-116.
    【10】 Buzzell, R.D. (1968). Can You Standardize Multinational Marketing? Harvard Business Review. 46 (6), 102-113.
    【15】 TVA Annual Report [會務工作年報] (2008), Taiwan Visitor Association, Retrieved August 19, 2009, from http://www.tva.org.tw/list_publication.php?pub_type=3&pub_note=0&search=1&Image23.x=30&Image23.y=19
    【16】 World Tourism Organization (n.d.) Tourism Vision 2020. Retrieved August, 19, 2009, from http://www.unwto.org/facts/eng/vision.htm
    【17】 World Travel and Tourism Council (n.d.). Tourism Impact Data and Forecasts. Retrieved August, 19, 2009, from http://www.wttc.org/eng/Tourism_Research/Tourism_Economic_Research/
    Online News Reports
    【1】 行銷台灣 觀光局1900萬買關鍵字廣告(2009/6/11)，中時電子報。2009/8/19取自http://video.chinatimes.com/video-cate-cnt.aspx?cid=7&nid=9245
    【2】 觀光局砸重金 買13國關鍵字廣告(2009/6/11)，中國時報。2009/8/19取自http://www.derekgooogle.com/2009/06/13google.html
    【3】 洪震宇(2009)。設計觀點─讓台灣更可愛的設計力。天下雜誌397期。2009/8/19取自http://www.cw.com.tw/article/index.jsp?id=34728
    【4】 觀光局在洛杉磯天使球場促銷台灣旅遊 (2008/8/10)，大紀元。2009/8/19取自http://www.epochtimes.com/b5/8/8/10/n2223250.htm
    【5】 台灣之夜取消謝亞球場改頒感謝狀給觀光局 (2008/9/25)，大紀元。2009/8/19取自http://www.epochtimes.com/b5/8/9/25/n2275194.htm
    【6】 海外觀光打偶像牌要精美包裝更要真材實料 (2007/6/26)，中央社。2009/8/19取自http://news.epochtimes.com.tw/7/6/26/58916.htm
    【7】 西拉雅亂翻譯沒人敢承認 地名翻譯搞烏龍老外看笑話 (2009/6/17)，台視新聞，2009/8/19取自http://www.ttv.com.tw/098/06/0980617/09806174775906L.htm
    【8】 偶像魅力無國界 台灣追星觀光正夯 (2009/7/22)，中央社。2009/8/19取自http://www.cna.com.tw/SearchNews/doDetail.aspx?id=200907230013
    【11】 Cai, L. A., Feng. R., &Breiter D. (2004). Tourist Purchase Decision Involvement and Information Preferences. Journal of Vacation Marketing, 10(2), 138-148.
    【12】 Cavusgil, S. T., Zou, S., &Naidu, G.M. (1993). Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International Business Studies, Third Quarter, 479-506.
    【13】 Day, J., Skidmore, S., & Koller, T. (2001). Image Selection in Destination Positioning: A New Approach. Journal of Vocation Marketing, 8(2), 177-186.
    【14】 DiPietro, R. B., Wang, Y., Rompf, P., & Severt, D. (2007). At-destination Visitor Information Search and Venue Decision Strategies. International Journal of Tourism Research, 9(3), 175-188.
    【15】 Duncan, T. (2002). IMC : Using Advertising and Promotion to Build Brands. Boston, Mass: McGraw-Hill.
    【16】 Duncan, T. (2005). IMC in Industry: More Talk than Walk. Journal of Advertising, 34(4), 5-6.
    【17】 Duncan, T., & Ramaprasad, J. (1995). Standardized Multinational Advertising: The Influencing Factors. Journal of Advertising, 24(3), 55-68.
    【18】 Dyer, G. (1982). Advertising as Communication. Methuen: London.
    【19】 Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image, Journal of Travel Studies, 2(2), 2-12.
    【20】 Grove S. J., Carlson. L., & Dorsch M. J. (2007). Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads across Product Type and Time. Journal of Advertising, 36(1), 37-54.
    【21】 Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Anastasia, L. (1995). Models of Public Relations in an International Setting. Journal of Public Relations Research, 7(3), 163-186.
    【22】 Grunig, L. A., Grunig, J. E.,&Vercic, D. (1998). Are the IABC’s excellence principles generic?: Comparing Slovenia and the United States, the United Kingdom, and Canada. Journal of Communication Management, 2, 335–356.
    【23】 Gould, S. J., Lerman, D., & Grein, A. F. (1999). Agency Perceptions and Practices on Global IMC. Journal of Advertising Research, 39(1), 7-20.
    【24】 Gunn, C. (1972). Vacationscape: Designing Tourism Regions, Bureau of Business Research, University of Texas, Austin.
    【25】 Gunn , C. ( 2002 ). Tourism Planning. 4th edn, Routledge, London.
    【26】 Grein, A. F., & Gould S. J. (1996). Globally Integrated Marketing Communications. Journal of Marketing Communications, 2(3), 141-158.
    【27】 Hall, D., & Bantick, K. (1987). Sales Promotions: learning the global language/ hard sell kept simple. Marketing 28, 40-5.
    【28】 Ham, P. (2001). The Rise of the Brand State. Foreign Affairs, 80(5), 2-6.
    【29】 Hanlan, J., &Kelly, S. (2005). Image formation, information sources and an iconic Australian tourist destination. Journal of Vacation Marketing, 11(2), 163-177.
    【30】 Harris, G., and Attour, S. . (2003). The International Advertising Practices of Multinational Companies: A Content Analysis Study. European Journal of Marketing, 37(1/2), 154-168.
    【31】 Hite, R., and Fraser, C. (1988). International Advertising Strategies of Multinational Corporations. Journal of Advertising Research, 32(1), 10-14.
    【32】 Huang, Y. H. (1990). Risk communication, Models of Public Relations and Anti-nuclear Activism—A Case Study of a Nuclear Power Plant in Taiwan. Unpublished master’s thesis. Universitv of Maryland, College Park.
    【33】 Huang, Y. H. (1997). Public relations strategies, relational outcomes, and conflict management. Unpublished doctoral dissertation, University of Maryland, College Park.
    【34】 Illman, P. E. (1980). Developing overseas managers and managers overseas. NewYork: AMACON.
    【35】 Jain, S. C. (1989). Standardization of International Marketing Strategy: Some Research Hypotheses. Journal of Marketing, 53(1), 70-79.
    【36】 Johansson, J. K. (2002). Global Marketing: Foreign Entry, Local Marketing, and Global Management. McGraw-Hill Companies.
    【37】 Kashani, K., & Quelch, J. (1990). Can Sales Promotions Go Global? Business Horizons 33(2), 37-43.
    【38】 Kanso, A. (1992). International Advertising Strategies: Global Commitment to Local Vision. Journal of Advertising Research, 32(1), 10-14.
    【39】 Kanya, S. (2000). Global Advertising Practices: A Comparative Study. 14(3), 77-96.
    【40】 Kaur, K. (1997). The impact of privatization on public relations and the role of public relations management in the privatization process: A qualitative analysis of the Malaysian case. Unpublished doctoral dissertation, University of Maryland, College Park.
    【41】 Kotler, P., Asplund, C., Rein, L. &Heider, D. (1999). Marketing Places Europe: Attracting Investments, Industries, Residents and Visitors to European Cities, Communities, Regions and Nations. Pearson Education, London.
    【42】 Kotler, P., & Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand Management, 9(4), 249-261.
    【43】 Kotler, P., Haider, D., & Rein, I. (1993). There’s No Place Like our Place! The Marketing of Cities, Regions, and Nations. The Futurist, 27(6), 14-21.
    【44】 Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, 61(3), 69-81.
    【45】 Light, C. D., & Somasundaram, T. N.(1994). International Direct Marketing Strategy: A Comparison with Alternative Media. Journal of Direct Marketing, 8(1), 71-78.
    【46】 McArthur David. N., & Griffin Tom. (1997). A Marketing Management View of Integrated Marketing Communications. Journal of Advertising Research, 37(5), 19-26.
    【47】 Melewar, T. C., & Vermmervik, C. (2004). International Advertising Strategy: A Review,Reassessment and Recommendation. Management Decision, 42(7/8), 863.
    【48】 Mehta, R., Grewal, R., & Sivadas, E. (1996). International Direct Marketing on the Internet: Do Internet Users Form a Global Segment? Journal of Direct Marketing, 10(1), 45-58.
    【49】 Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% Pure. The creation of a powerful niche destination brand. Journal of Brand Management, 9(4), 335-354.
    【50】 Morgan, N. J., & Pritchard, A. (2005). Promoting Niche Tourism Destination Brands: Case Studies of New Zealand and Wales. Journal of Promotion Management, 12(1), 17-33.
    【51】 Moriarty, S. E., and Duncan, T. R. (1991). Global Advertising: Issues and Practices. Current Issues and Research in Advertising, 13(2), 313-341.
    【52】 Nowak, G. J., & Phelps, J. (1994). Conceptualizing the Integrated Marketing Communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research. Journal of Current Issues & Research in Advertising, 16(1), 49.
    【53】 Onkvisit, S. & Shaw, J.J. (1990). Global Advertising: Revolution or Myopia. Journal of International Consumer Marketing, 2(3), 97-112.
    【54】 Ovaitt, F., & Jr. (1988). PR Without Boundaries: Is Globalization an Option? Public Relations Quarterly, 33(1), 5.
    【55】 Page, S. J., Steele, W., & Connell, J. (2006). Analyzing the Promotion of Adventure Tourism: A Case Study of Scotland. Journal of Sport Tourism, 11(1), 51-76.
    【56】 Rhee, Y. (2002). Global Public Relations: A Cross-Cultural Study of the Excellence Theory in South Korea. Journal of Public Relations Research, 14(3), 159-184.
    【57】 Schellhorn, M., & Perkins, H.C. (2004). The Stuff of which Dreams are Made: Representations of the South Sea in German-language Tourist Brochures. Current Issues in Tourism, 7(2), 95–133.
    【58】 Schultz, D. E. (1994). When the World Got Smaller. Journal of Direct Marketing, 5-6.
    【59】 Schultz, D. E. (1994). From the Editor: Will the Information Highway Be Filled with Cyberjunk and Roadkill. Journal of Direct Marketing, 8(summer), 4-6.
    【60】 Schultz, D.E., Tannenbaum, S. I., &Lauterborn, R. F. (1993), Integrated Marketing Communications, NTC Publishing Group.
    【61】 Shimp, T. A., Saeed, S., & Madden, T. J. (1993). Countries and their Products: A Cognitive Structure Perspective, Journal of the Academy of Marketing Science, Vol. 21, No. 4, pp. 323–330.
    【62】 Spiller, L. D., & Campbell, A. J. (1994). The Use of International Direct Marketing by Small Businesses in Canada, Mexico, and the United. Journal of Direct Marketing, 8(1), 7-16.
    【63】 Tai, H. C. (1997). Advertising in Asia: Localize or regionalize? International Journal of Advertising, 16, 48-61.
    【64】 Therkelsen, A. (2003). Imagining Places: Image Formation of Tourists and its Consequences for Destination Promotion. Scandinavian Journal of Hospitality &Tourism, 3(2), 134-150.
    【65】 Topol, M. T., & Sherman, E. (1994). Trends and Challenges of Expanding Internationally via Direct Marketing. Journal of Direct Marketing, 8(1), 32-43.
    【66】 Tortorici, A. J. (1991). Maximizing Marketing Communications through Horizontal and Vertical Orchestration. Public Relations Quarterly 36(1), 20-22.
    【67】 Vercic, D., Grunig, J. E.,&Grunig, L. A. (1996). Global and specific principles of public relations: Evidence from Slovenia. In H. Culbertson &N. Chen (Eds.), International public relations A comparative analysis (pp. 31–65). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
    【68】 Wei, R., and Jiang, J. (2005). Exploring Culture’s Influence on Standardization Dynamics of Creative Strategy and Execution in International Advertising. Journalism and Mass Communication Quarterly, 82(4), 838-856.
    【69】 Wind, Y. (1986). The Myth of Globalization. Journal of Consumer Marketing 3(2), 23-26.
    Chinese Reference:
    【1】 Chan, Pei-Wen [詹佩文], (2006)。日本來台旅客餐飲消費體驗對整體旅遊體驗與旅遊行為意圖關係之研究。台北：私立文化大學觀光事業研究所碩士論文。
    【2】 Chen, Pei-Yuan [陳培元], (2005)。〈觀光行銷國際化策略之研究─以高雄市為例〉。高雄：國立中山大學企業管理學系碩士班碩士論文。
    【3】 Chen, Kuang-Hua; Jung, Chi-Yeh ; Chen, I-Ju [陳光華、容繼業、陳怡如], (2004)。大陸地區來台觀光團體旅客旅遊消費行為與重遊意願之研究。《觀光研究學報》，10(2)：95-110。
    【4】 Tsao, Sheng-Hsiung [曹勝雄], (2001)。觀光行銷學。台北市：揚智文化。
    【5】 Wang,Ting-Yu [王定宇], (2005)。國家品牌行銷之研究—以英國為例。碩士論文，銘傳大學國際事務研究所碩士班。
    【6】 Wu,Tsung-Chiung; Chu,Yu-Ying ; Tsai, Hsiu-Ling [吳宗瓊、朱育瑩、蔡秀玲], (2004)。地方觀光行銷策略之探討－墾丁地區節慶活動與非活動期間之不同。《觀光研究學報》，10(4)：.87-100。
    【7】 Yang, Ke-Fan [楊可凡], (2005)。觀光節慶活動整合行銷傳播與置入性行銷探討：以彰化縣2004台灣花卉博覽會為例。碩士論文，國立政治大學廣播電視學系。
    【8】 Yu,Hsuan-Ying [余宣瑩], (2007)。台灣國際觀光策略─「觀光客倍增計畫」之整合行銷傳播研究。碩士論文，淡江大學大眾傳播學系碩士班。
    Online Sources:
    【1】 Design Statement of CIS of Taiwan (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/project_vanguard_980811.pdf
    【2】 Design Statement of logo of “Tour Taiwan Years 2008-2009 (n.d.),” Tourism Bureau. Retrieved August 19, 2009, from http://tourtaiwanyears.net/main1-5.htm
    【3】 Doubling Tourist Arrivals Plan (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/doublep/double.htm
    【4】 Economic Development Vision 2015: First-Stage Three-Year Sprit Program (n.d.) Taiwan Tourism Bureau. Retrieved August, 19, 2009, from http://admin.taiwan.net.tw/indexc.asp
    【5】 Ministry of Foreign Affairs (n.d.). Taiwan … A Surprise around Every Corner: Taiwan Tourism Campaign Hits London. Retrieved August, 19, 2009, from http://www.mofa.gov.tw/webapp/ct.asp?xItem=32640&ctNode=1905&mp=6
    【6】 Monthly Report on Tourism [觀光資訊月報] (2008/1-2009/6), Tourism Bureau. Retrieved August 19, 2009, from http://taiwan.net.tw/m1.aspx?sNo=0001178
    【7】 Project Vanguard for Excellence in Tourism (2009), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/project_vanguard_980811.pdf
    【8】 Statistics Release (2008/1-2009/6), Taiwan Tourism Bureau. Retrieved from August 19, 2009, from http://admin.taiwan.net.tw/english/statistics/release.asp?relno=17
    【9】 Survey Report on Visitors Expenditure and Trends in Taiwan (2008), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/english/statistics/market.asp?relno=21
    【10】 Taiwan Tourism Bureau (2007).Retrieved August 19, 2009, from http://www.hccg.gov.tw/web/News?command=showDetail&postId=190050&groupId=8992
    【11】 Taiwan’s Tourism Development Strategy for the 21st Century (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/stratagem/index.htm
    【12】 Tourism Policy White Paper (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/wpage/page1.htm
    【13】 Tour Taiwan Years 2008-2009 (2007), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/indexc.asp
    【14】 Travel in Taiwan Bimonthly [台灣觀光雙週刊] (2008/1-2009/6), Taiwan Visitor Association. Retrieved August, 19, 2009, from http://www.tva.org.tw/list_publication.php
    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    96461008
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096461008
    数据类型: thesis
    显示于类别:[國際傳播英語碩士學程] 學位論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    http___thesis.lib.nccu.edu.tw_cgi-bin_gs32_gsweb4.pdf9009KbAdobe PDF21253检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈