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研究生:林珮君
研究生(外文):Lin, Pei Chun
論文名稱:從全球整合行銷觀點檢視台灣觀光行銷溝通
論文名稱(外文):Examining the tourism marketing communication program of Taiwan from the globally integrated marketing communication perspective
指導教授:張郁敏張郁敏引用關係
指導教授(外文):Chang, Yuh Miin
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際傳播英語碩士學位學程(IMICS)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
畢業學年度:99
語文別:英文
論文頁數:143
中文關鍵詞:全球整合行銷傳播台灣觀光垂直整合水平整合
外文關鍵詞:Globally Integrated Marketing Communication (GIMC)Taiwan TourismVertical IntegrationHorizontal Integration
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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.

1. Introduction 1
1.1 Research Background 1
1.2 Research Purpose 3
2. Literature Review 5
2.1 Tourism industry 5
2.1.1 Definition of Tourism 5
2.1.2 Characteristics of tourism industry 6
2.1.2 Tourism Destination Branding 9
2.2 Tourism Destination Marketing 12
2.3 GIMC 15
2.3.1 Definition 15
2.3.2 Standardization vs. Adaptation 20
3. Research Method 37
3.1 Case Study 37
3.2 Case study: Data Collection 38
3.2.1 Research Scope: Tour Taiwan Years 2008-2009 38
3.2.2 In-depth Interview 38
3.2.3 Data Analysis 39
4. Analysis 42
4.1 Background of “Tour Taiwan Years 2008-2009” 42
4.2 Target Market of “Tour Taiwan Years 2008-2009” 46
4.3 The Objectives of Tour Taiwan Years 2008-2009 48
4.4 Brand Positioning, CIS and Slogan 49
4.5 GIMC Strategy: Within Region 53
4.5.1 Northeast Asia (Japan and Korea) 53
4.5.2 Southeast Asia (Hong Kong, Singapore, and Malaysia) 67
4.5.3 Europe and America 78
4.6 GIMC Strategy: Across Regions 91
4.6.1 Horizontal Integration across Regions 91
4.6.2 Level of Standardization across Marketing Disciplines 94
5. Summary and Discussion 97
5.1 Summary 97
5.2 Managerial Implications 106
5.3 Limitations and Suggestions 109
5.3.1 Research Limitations 109
5.3.2 Suggestions for Future Research 109
REFERENCES 111
APPENDIX 1. Advertising 118
APPENDIX 2. Public Relation (PR) 128
APPENDIX 3. Website of Tourism Bureau 132
APPENDIX4. Interview Outline 137


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Online News Reports

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【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
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