Discover Taiwan

國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

Source: TaiwanStay website: Tourism and Normal Hotel and Room Number:

http://taiwanstay.net.tw/TouristStatistics/R002?nid=sightseeingYearMonth_statistics&rid=report002

4.3 Tourism Marketing Strategy Analysis

In terms of the tourism marketing strategies, Taiwan Tourism Bureau has promoted Taiwan brand through several tourism marketing strategies on different themed categories, including Discover Taiwan, Attractions, Festivals, Taste of Taiwan, Shopping, and Special Interests for international tourists. In the following, this thesis would divide into several subtopics based on the themed that Taiwan Tourism Bureau has provided.

4.3.1 Discover Taiwan

On the promotion of Discover Taiwan, Taiwan Tourism Bureau provided general information about traveling in Taiwan, including location, climate, natural

environment, history, literature and art, religion, different group of people, and the praise from the international society on Taiwan.

From the information of climate and natural environment, Taiwan Tourism Bureau suggested suitable activities under the climate and the natural environment, such as hiking mountain trails as well as nine specific National Parks with distinguish natural features, the appreciation in the biodiversity, and also water activities in the southern Taiwan. On the other hand, from the information of history, literature and art,

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

religion, people, the government promoted the image of Taiwan from a more

comprehensive perspective. Starting from the history of Taiwan, Taiwan government demonstrated the historian stories of the island with the influence of foreign countries.

Followed by the history of Taiwan, the promotion sells the unique feature of literature and art of Taiwan traditional culture, including glove puppetry, blowing sugar figurines, spinning tops, calligraphy, oil paper umbrellas, Chinese knots, kites, dough figures, scented sachets, and diabolos. As literature art, religion in Taiwan provides another different aspect of cultural feature, therefore Taiwan Tourism Bureau promotes the diversity of religion, ranging from Buddhism, Taoism, Christianity, Mormonism, the Unification Church, Islam, and Hinduism as well as other native sects. Finally, on last part of the general information, the Tourism Bureau provides the information on the ethnicity structure and the recognition from the global media community, on the comment on its features, such as Yahoo, Fox, CNN, Lonely Planet, New York Times, the Guardian, and so on.¹⁴

4.3.2 Attractions

On the promotion of attraction, Taiwan Tourism Bureau promotes the attracting features of Taiwan through the connection with natural and tourism resources, ranging        

14 For the detail information of National Scenic Areas , please refer to

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

from National Scenic Areas, National Parks, National Forest Recreation Areas, Recreation Farms, Hot Spots, Factory Tour, and Tourism Town.

First of all, the promotion of natural resources under the management of governance, Taiwan Tourism Bureau promotes National Scenic Areas with specific selection from 13 national scenic areas all around Taiwan and the outlying islands, covering North Coast & Guanyinshan, Northeast and Yilan Coast in North part;

Tri-Mountain, Sun Moon Lake in the middle part; Alishan Southwest Coast and Siraya, Maolin, and Dapeng Bay in South part; East Rift Valley, East Coast in East part; and finally Penghu and Matsu on the part of outlying islands.

On the part of National Park, the Tourism Bureau also provides map of Taiwan featuring nine National Parks with different geography features both the Taiwan Island and the three outlying islands, including Yagmingshan, Shei-Pa, Taroko,

Yushan, Taijiang, Kenting, Kinmen, South Penghu Marine, and Dongsha Atoll Marine National Park. Finally, on the promotion of nature resource, the Tourism Bureau promotes the forest natural resources, which account for 60% of the Taiwan island through the detail information of Forest Recreation Areas in four main areas of Taiwan.¹⁵

On the other hand, on the promotion of the tourism resources, the government        

15 For the detail information of Forest Recreation Areas , please refer to:

http://eng.taiwan.net.tw/m1.aspx?sNo=0002014

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

sells the features of tourism product through recreational farms, hot spots, factory tour, and tourism towns. From recreational farms, the government has combined the feature of farm with the ecotourism destination from the selection of eight recreation areas, including two farms in the north, three in the middle part, two in the south, and finally one at the eastern Taiwan. The second part of promotion on tourism resources, the government puts the spot light on 23 hot spots providing different features of coastal and mountain views. For instance, they provided the ocean vitas from the coastal line ranging from the Northeast, Yilan Coast National Scenic Area, North Coast, and Guanyinshan Scenic Area. In addition, the hot spot in mountain Maolin National Scenic offers the aboriginal culture, butterflies and the traditional architecture of the local tribes.¹⁶

Under the promotion of tourism resource, the Tourism Bureau offers the tourism characteristics with the modern history and growth in tourism development, including Factory Tour and Tourism Towns. The former provides the tour to visit the

development of industry, through the five different types of categories, including Art and Culture, Daily Necessities, Home Life, Wine and Fine Food, Health and Beauty, and Art and Culture to offer refreshing experience in travel. On the other side, in order to promote the local tourism resources as well as the cooperation with the local

16 For the detail information of Hot Spot, please refer to:

‧ 國

立 政 治 大 學

‧

N a tio na

l C h engchi U ni ve rs it y

government on developing the tourism resources, the Tourism Bureau has selected 10 townships with different features to offer the detail image of local small town. For instance, the gold mines discovery in Shuinandong, Jinguashi, and Jiufen township;

the railway impressions and cycling excursions in Jiji Township of Nantou County;

Fragrant Tea and Daily as well as Hot Spring in Ruisui Township of Hualien County;

and Hakka beauty and hospitality in Meinong District of Kaohsiung City.¹⁷