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Marketing Strategy of Xiamen Taiwan Tourism Village

Author: WuHuiHong
Tutor: LinKeXian; YangJianYing
School: Fujian Agriculture and Forestry University
Course: Rural and Regional Development
Keywords: Folklore tourism marketing strategy market segmentation 7PSmarketing strategy
CLC: F592.7
Type: Master's thesis
Year: 2013
Downloads: 85
Quote: 0
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Chinese Folklore tourism first began in the1980s, carried out to the localFolklore tourism has brought huge economic benefits, but also on the local Folkloretourism employment, the development also have incalculable boost. Folklore tourismis a higher level of cultural tourism, for promoting Folklore culture, promote thecultural exchanges have considerable significance. For now, Folklore customs andtourism in the tourism industry occupies a large proportion.Xiamen Taiwan Folklore Village Tourism is the main theme of cross-straitcultural exchanges established, trying to allow more people to gain insight into theHercynian across the Straits of Taiwan people’s Folklore ways, in response to the callof the party congress, the development of the three places of cultural cooperation,cultural exchanges and cultural heritage. It is the first Taiwan Folklore Village,Taiwan Folklore rich tourism resources, but its endemic cultural development andmarketing is also slightly less, and cross-strait cultural exchanges initiated requiredthere is a large gap. Currently exchanges between Fujian and Xiamen uphold thespirit of cooperation is to develop Taiwan Folklore Village, more Folklore tourismdevelopment projects to attract more tourists, dissemination Taiwan country setting,to promote mutual understanding between people on both sides. Therefore, from amarketing perspective to study the Taiwan Folklore Village, Xiamen tourismdevelopment, Xiamen Taiwan Folklore Village faster and better development ofpractical basis, has very important significance.This article in accordance with the questions-analysis of the problem-problem-solving ideas for research, focusing on linking theory with practice. First,through theoretical research, combined with domestic and foreign research results, tosort out the theory of marketing, summed up the way Folklore village tourismmarketing and marketing strategy content. Secondly, on the basis of theoreticalresearch, combined with practical, Taiwan Folklore Village in Xiamen tourismmarketing situation and issues analysis, proposed Taiwanese Folklore tourismmarketing problem now, on this basis, this paper analyzes the use of a variety ofmarketing tools in Xiamen Taiwan Folklore Village environment faced by touristsmarketing analysis, such as PEST analysis, five forces model, SWOT analysis, on thebasis of the above analysis, the idea put forward to solve the problem, re-XiamenTaiwan Folklore tourism market segments, and based on the theory put forward specific7Ps Folklore village tourism marketing strategy. Finally, the concludingremarks, raised prospects for future research.

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CLC: > Economic > Tourism economy > China 's tourism industry > Local tourism industry
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