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研究生:Nguyen Hong Trang
研究生(外文):Nguyen Hong Trang
論文名稱:Marketing strategies for developing sustainable tourism: A case study on SaPa, Lao Cai, Vietnam
論文名稱(外文):Marketing strategies for developing sustainable tourism: A case study on SaPa, Lao Cai, Vietnam
指導教授:王淑娟王淑娟引用關係
指導教授(外文):Sophia Wang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
論文頁數:110
中文關鍵詞:sustainable tourismsustainable developmentmarketing strategiesgreen marketing strategieslocal community involvement
外文關鍵詞:sustainable tourismsustainable developmentmarketing strategiesgreen marketing strategieslocal community involvement
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ustainable tourism is becoming a popular and important term worldwide. This study attempts to clarify some marketing strategies for developing destination sustainably. Green marketing is suggested as the effective way for sustainable development. Local community involvement in destination marketing was examined, using social exchange theory, for determining movement towards tourism development. After comprehensive research of literature on the marketing destination, sustainable development, and role of local community, different stakeholders were chosen for interview. Qualitative research was conducted with interview of open ended questions. Data was collected from different stakeholders to get different perspectives towards sustainable tourism in SaPa, Vietnam.
Chapter 1: Introduction 1-9
1.1. Research back ground 1-3
1.2. Research motivation 3-7
1.3. Research questions 7-9
1.4. Research objectives 9
Chapter 2: Literature Review 11-32
2.1. The concept of marketing 11-21
2.2. The concept of tourism 21-26
2.3. Sustainable tourism 26-32
Chapter 3: Destination marketing strategies for developing sustainable tourism 33-69
3.1. SaPa’s current status 32-39
3.2. Proposed model for tourism in SaPa 40-53
3.3. Green marketing strategies 54-58
3.4. Green customers 58-61
3.5. Involving local community in destination marketing 61-69

Chapter 4: Research methodology
71-78
4.1. Sample selection 71-77
4.2. Approach and methodology 77-78
Chapter 5: Findings 79-100
5.1. Tour operators’ view 79-87
5.2. Tourism experts 87-95
5.3. Local people’s perception on green tourism 95-102
Chapter 6: Discussion and Conclusion 103-105

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