Chart 4.2 International Tourist Arrivals and Tourism Revenue of Taiwan from
5.2.4 The Construction of Taiwan Brand
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Hong Kong, in order to promote their tourism and national brand, they have conducted research and survey on the tourist association on their tourism brand.
Through the opinion from the public tourists, Hong Kong and Japan has discovered the most popular features and increase their weakness in tourism promotion.
Therefore, to enhance the effect of tourism promotion campaign, it would be ineffective only through tourism ambassadors and attending international tourism relevant exhibitions. Instead, from the case of Hong Kong and Japan, through the investigation on exploring the unique features on tourism element of Taiwan and promoting the specified tourism elements through the fast-spreading social
networking, such as smart phone application and online media community. This thesis suggests that as the previous preliminary researches has showed the most associated elements of Taiwan in tourism are connected with culture and festival.23 As a result, this thesis suggests in order to strengthen the effect of tourism promotion, Taiwan Tourism Bureau could conduct the regular investigation on short term, middle term and long term base and identify the strength and weakness of it from the opinion of international tourists. Further, Taiwan Tourism Bureau could increase the promotion and marketing strategies in the most popular or associated elements in tourism to enhance the effect of promotion and marketing campaign.
5.2.4 The Construction of Taiwan Brand
After the discussion of tourism policies, integration of tourism resources, and tourism marketing strategies, as well as the cases from the regional countries, the construction of Taiwan Brand in tourism has high connection with the above elements.
23 As the previous chapters has listed in the reference: Lin, Y. C., Pearson, T. E., and Cai, L. A. (2011).
Food as a form of destination identity: A tourism destination brand perspective. Tourism and
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As Fan24 (2006) suggested that time seems to serve as an essential factor in
determining people's perception on nation image. As Hong Kong has suffered from the negative association of SARS disease on it tourism development during the year of 2003, they actively adopted comprehensive promotion the positive national image to re-construct the nation branding through tourism. Recent year, Taiwan also suffered from the association of contaminated food25, which affected the image of Taiwan greatly, especially the food culture in tourism development. Therefore, the strategies from Hong Kong provided a good example to reconstruct the national image from the negative impact.
As a result, this thesis suggests in terms of the construction of Taiwan brand through tourism industry. Taiwan Tourism Bureau should eliminate the negative impact from the contaminated food event and built up the safe and unique Taiwanese style cuisine image through the effective promotion from the international media report and social media. Second, on the tourism policy part, the government should also establish the clear and specific objectives in short, middle, and long term phrase and focus on the international tourists from major markets in traveling to Taiwan.
Third, considering achievement of the tourism objectives, the tourism resources should keep up with the policies and strengthen the integration of transportation and human resources, especially the transportation in airport and education trainings in tourism institution and facilities to increase the incentive for revisiting Taiwan for travel. Finally, from the perspective of tourism marketing, after the elimination of negative impact from the contaminated food event, this thesis suggests that the Taiwan government could enhance the national image of most popular or associated
24 Fan, Ying. (2006). Branding the nation: What is being branded? Journal of Vacation Marketing 12.1 (Jan 2006), 5-14
25 Taiwan Food Safety Chaos:
http://www.bbc.co.uk/zhongwen/trad/taiwan_letters/2013/10/131024_twletter_twfood_safty_chaos
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elements of Taiwan in tourism, such as culture and festival through the investigation from the international tourists and media. In conclusion, from the interview with the government officials from Taiwan Tourism Bureau, as well as the comparative studies from the neighboring countries around Taiwan, Taiwan did not lack of tourism
resources or other important elements in the development of tourism. However, the use of the promotion and marketing strategies and the direction of the tourism policy even play important role in creating motivation of re-visiting or recommendation toward the international tourists. As Stanley Yen, the former chairman of Landis Taipei Hotel and honored as the Godfather of Tourism in Taiwan suggested that the operation of tourism industry instead of only focusing on making money, it should be even more meaningful like the process of making friends, and making friends with the whole world. With the sincere and high quality of tourism service, your friends will be willing to come back to visit you.26
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