5. Summary and Discussion
5.3 Limitations and Suggestions
5.3.2 Suggestions for Future Research
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
than talking about how to leave a good impression on them.
5.3 Limitations and Suggestions
5.3.1 Research LimitationsThe major limitation in this study is the difficulty to attain all the promotional materials from other countries for analysis. Since the researcher is in Taiwan, all the materials are collected from Tourism Bureau (either through the official publications or the interviews), media reports, or the Internet. If all promotional materials abroad can be gathered, the result of the analysis is expected to be more comprehensive and convincing.
5.3.2 Suggestions for Future Research
Since the current research only focuses on the three main target regions of Taiwan’s tourism from the perspective of GIMC, the future research can extend the research scope to include more regions for a comprehensive picture of Taiwan’s tourism. Besides, more discussion on the application of GIMC to real practice is needed to enrich the literatures so that a more comprehensive GIMC model can be developed.
For the first suggestion, the future research can include regions like China, other countries in Southeast Asia (e.g. Thailand, India, Indonesia, etc), or New Zealand and Australia to make the practice of GIMC more complete. Furthermore, among these countries, China is an emerging market with huge potential for to Taiwan’s tourism market since 2008 when Taiwan began to open its door for tourists from China.
Therefore, analyzing China market is significant, or may say necessary, for making the future tourism policy of Taiwan.
On the other hand, since GIMC is a much newer concept, more researches are
‧
國立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
needed to examine its theoretical foundation as well as its applicability on different industries so that a more comprehensive GIMC model can be developed. This is especially important in the era of globalization when global business and campaigns take place everywhere. The current research, as an initial start, hopes to encourage more future discussion on GIMC.
‧
【1】 Anholt, S. (2003). Brand New Justice: The Upside of Global Branding.
Butterworth Heineman.
【2】 Anderson, G. (1989). A global look at puhlic relations. In B. Cantor (Ed.), Experts in action: Inside puhlic relalions. 2nd ed. New York: Longman.
【3】 Baker, M. J., & Cameron, E. (2008). Critical Success Factors in Destination Marketing. Tourism & Hospitality Research, 8(2), 79-97.
【4】 Birnik, A., & Bowman, C. (2007). Marketing Mix Standardization in
Multinational Corporations: A Review of the Evidence. International Journal of Management Reviews, 9(4), 303-324.
【5】 Boddewyn, J. J. & Grosse, R. (1995). American Marketing in the European Union. European Journal of Marketing, 29, 23–42.
【6】 Boddewyn, J. J., Soehl, R., and Picard, J. (1986). Standardization in
International Marketing: Is Ted Levitt in Fact Right? Business Horizons, 29(6), 69-75.
【7】 Botan, C. (1992). International public relations: Critique and reformulation.
Public Relations Review, 18, 149-160.
【8】 Briggs, S. (1997). Successful Tourism Marketing: A Practical Handbook.
London : Kogan Page.
【9】 Buhalis, D. (2000). Marketing the Competitive Destination of the Future.
Tourism Management 21, 97-116.
【10】 Buzzell, R.D. (1968). Can You Standardize Multinational Marketing?
Harvard Business Review. 46 (6), 102-113.
【11】 Cai, L. A., Feng. R., &Breiter D. (2004). Tourist Purchase Decision Involvement and Information Preferences. Journal of Vacation Marketing, 10(2), 138-148.
【12】 Cavusgil, S. T., Zou, S., &Naidu, G.M. (1993). Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International Business Studies, Third Quarter, 479-506.
【13】 Day, J., Skidmore, S., & Koller, T. (2001). Image Selection in Destination Positioning: A New Approach. Journal of Vocation Marketing, 8(2), 177-186.
【14】 DiPietro, R. B., Wang, Y., Rompf, P., & Severt, D. (2007). At-destination Visitor Information Search and Venue Decision Strategies. International Journal of Tourism Research, 9(3), 175-188.
【15】 Duncan, T. (2002). IMC : Using Advertising and Promotion to Build
‧
Brands. Boston, Mass: McGraw-Hill.
【16】 Duncan, T. (2005). IMC in Industry: More Talk than Walk. Journal of Advertising, 34(4), 5-6.
【17】 Duncan, T., & Ramaprasad, J. (1995). Standardized Multinational Advertising: The Influencing Factors. Journal of Advertising, 24(3), 55-68.
【18】 Dyer, G. (1982). Advertising as Communication. Methuen: London.
【19】 Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image, Journal of Travel Studies, 2(2), 2-12.
【20】 Grove S. J., Carlson. L., & Dorsch M. J. (2007). Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads across Product Type and Time. Journal of Advertising, 36(1), 37-54.
【21】 Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Anastasia, L.
(1995). Models of Public Relations in an International Setting. Journal of Public Relations Research, 7(3), 163-186.
【22】 Grunig, L. A., Grunig, J. E.,&Vercic, D. (1998). Are the IABC’s excellence principles generic?: Comparing Slovenia and the United States, the United Kingdom, and Canada. Journal of Communication Management, 2, 335–356.
【23】 Gould, S. J., Lerman, D., & Grein, A. F. (1999). Agency Perceptions and Practices on Global IMC. Journal of Advertising Research, 39(1), 7-20.
【24】 Gunn, C. (1972). Vacationscape: Designing Tourism Regions, Bureau of Business Research, University of Texas, Austin.
【25】 Gunn , C. ( 2002 ). Tourism Planning. 4th edn, Routledge, London.
【26】 Grein, A. F., & Gould S. J. (1996). Globally Integrated Marketing Communications. Journal of Marketing Communications, 2(3), 141-158.
【27】 Hall, D., & Bantick, K. (1987). Sales Promotions: learning the global language/ hard sell kept simple. Marketing 28, 40-5.
【28】 Ham, P. (2001). The Rise of the Brand State. Foreign Affairs, 80(5), 2-6.
【29】 Hanlan, J., &Kelly, S. (2005). Image formation, information sources and an iconic Australian tourist destination. Journal of Vacation Marketing, 11(2), 163-177.
【30】 Harris, G., and Attour, S. . (2003). The International Advertising Practices of Multinational Companies: A Content Analysis Study. European Journal of Marketing, 37(1/2), 154-168.
【31】 Hite, R., and Fraser, C. (1988). International Advertising Strategies of Multinational Corporations. Journal of Advertising Research, 32(1), 10-14.
【32】 Huang, Y. H. (1990). Risk communication, Models of Public Relations and Anti-nuclear Activism—A Case Study of a Nuclear Power Plant in Taiwan.
Unpublished master’s thesis. Universitv of Maryland, College Park.
‧
【33】 Huang, Y. H. (1997). Public relations strategies, relational outcomes, and conflict management. Unpublished doctoral dissertation, University of Maryland, College Park.
【34】 Illman, P. E. (1980). Developing overseas managers and managers overseas.
NewYork: AMACON.
【35】 Jain, S. C. (1989). Standardization of International Marketing Strategy:
Some Research Hypotheses. Journal of Marketing, 53(1), 70-79.
【36】 Johansson, J. K. (2002). Global Marketing: Foreign Entry, Local Marketing, and Global Management. McGraw-Hill Companies.
【37】 Kashani, K., & Quelch, J. (1990). Can Sales Promotions Go Global?
Business Horizons 33(2), 37-43.
【38】 Kanso, A. (1992). International Advertising Strategies: Global Commitment to Local Vision. Journal of Advertising Research, 32(1), 10-14.
【39】 Kanya, S. (2000). Global Advertising Practices: A Comparative Study.
14(3), 77-96.
【40】 Kaur, K. (1997). The impact of privatization on public relations and the role of public relations management in the privatization process: A qualitative analysis of the Malaysian case. Unpublished doctoral dissertation, University of Maryland, College Park.
【41】 Kotler, P., Asplund, C., Rein, L. &Heider, D. (1999). Marketing Places Europe: Attracting Investments, Industries, Residents and Visitors to European Cities, Communities, Regions and Nations. Pearson Education, London.
【42】 Kotler, P., & Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand
Management, 9(4), 249-261.
【43】 Kotler, P., Haider, D., & Rein, I. (1993). There’s No Place Like our Place!
The Marketing of Cities, Regions, and Nations. The Futurist, 27(6), 14-21.
【44】 Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, 61(3), 69-81.
【45】 Light, C. D., & Somasundaram, T. N.(1994). International Direct Marketing Strategy: A Comparison with Alternative Media. Journal of Direct Marketing, 8(1), 71-78.
【46】 McArthur David. N., & Griffin Tom. (1997). A Marketing Management View of Integrated Marketing Communications. Journal of Advertising Research, 37(5), 19-26.
【47】 Melewar, T. C., & Vermmervik, C. (2004). International Advertising Strategy: A Review,Reassessment and Recommendation. Management Decision, 42(7/8), 863.
‧
【48】 Mehta, R., Grewal, R., & Sivadas, E. (1996). International Direct Marketing on the Internet: Do Internet Users Form a Global Segment? Journal of Direct Marketing, 10(1), 45-58.
【49】 Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% Pure.
The creation of a powerful niche destination brand. Journal of Brand Management, 9(4), 335-354.
【50】 Morgan, N. J., & Pritchard, A. (2005). Promoting Niche Tourism Destination Brands: Case Studies of New Zealand and Wales. Journal of Promotion Management, 12(1), 17-33.
【51】 Moriarty, S. E., and Duncan, T. R. (1991). Global Advertising: Issues and Practices. Current Issues and Research in Advertising, 13(2), 313-341.
【52】 Nowak, G. J., & Phelps, J. (1994). Conceptualizing the Integrated
Marketing Communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research. Journal of Current Issues & Research in Advertising, 16(1), 49.
【53】 Onkvisit, S. & Shaw, J.J. (1990). Global Advertising: Revolution or Myopia.
Journal of International Consumer Marketing, 2(3), 97-112.
【54】 Ovaitt, F., & Jr. (1988). PR Without Boundaries: Is Globalization an Option?
Public Relations Quarterly, 33(1), 5.
【55】 Page, S. J., Steele, W., & Connell, J. (2006). Analyzing the Promotion of Adventure Tourism: A Case Study of Scotland. Journal of Sport Tourism, 11(1), 51-76.
【56】 Rhee, Y. (2002). Global Public Relations: A Cross-Cultural Study of the Excellence Theory in South Korea. Journal of Public Relations Research, 14(3), 159-184.
【57】 Schellhorn, M., & Perkins, H.C. (2004). The Stuff of which Dreams are Made: Representations of the South Sea in German-language Tourist Brochures. Current Issues in Tourism, 7(2), 95–133.
【58】 Schultz, D. E. (1994). When the World Got Smaller. Journal of Direct Marketing, 5-6.
【59】 Schultz, D. E. (1994). From the Editor: Will the Information Highway Be Filled with Cyberjunk and Roadkill. Journal of Direct Marketing, 8(summer), 4-6.
【60】 Schultz, D.E., Tannenbaum, S. I., &Lauterborn, R. F. (1993), Integrated Marketing Communications, NTC Publishing Group.
【61】 Shimp, T. A., Saeed, S., & Madden, T. J. (1993). Countries and their Products: A Cognitive Structure Perspective, Journal of the Academy of Marketing Science, Vol. 21, No. 4, pp. 323–330.
‧
【62】 Spiller, L. D., & Campbell, A. J. (1994). The Use of International Direct Marketing by Small Businesses in Canada, Mexico, and the United. Journal of Direct Marketing, 8(1), 7-16.
【63】 Tai, H. C. (1997). Advertising in Asia: Localize or regionalize?
International Journal of Advertising, 16, 48-61.
【64】 Therkelsen, A. (2003). Imagining Places: Image Formation of Tourists and its Consequences for Destination Promotion. Scandinavian Journal of
Hospitality &Tourism, 3(2), 134-150.
【65】 Topol, M. T., & Sherman, E. (1994). Trends and Challenges of Expanding Internationally via Direct Marketing. Journal of Direct Marketing, 8(1), 32-43.
【66】 Tortorici, A. J. (1991). Maximizing Marketing Communications through Horizontal and Vertical Orchestration. Public Relations Quarterly 36(1), 20-22.
【67】 Vercic, D., Grunig, J. E.,&Grunig, L. A. (1996). Global and specific principles of public relations: Evidence from Slovenia. In H. Culbertson &N.
Chen (Eds.), International public relations A comparative analysis (pp.
31–65). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
【68】 Wei, R., and Jiang, J. (2005). Exploring Culture’s Influence on
Standardization Dynamics of Creative Strategy and Execution in International Advertising. Journalism and Mass Communication Quarterly, 82(4), 838-856.
【69】 Wind, Y. (1986). The Myth of Globalization. Journal of Consumer Marketing 3(2), 23-26.
【5】 Wang,Ting-Yu [王定宇], (2005)。國家品牌行銷之研究—以英國為例。碩士 論文，銘傳大學國際事務研究所碩士班。
【6】 Wu,Tsung-Chiung; Chu,Yu-Ying ; Tsai, Hsiu-Ling [吳宗瓊、朱育瑩、蔡秀玲],
‧
【8】 Yu,Hsuan-Ying [余宣瑩], (2007)。台灣國際觀光策略─「觀光客倍增計畫」
之整合行銷傳播研究。碩士論文，淡江大學大眾傳播學系碩士班。
Online Sources:
【1】 Design Statement of CIS of Taiwan (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from
http://admin.taiwan.net.tw/auser/b/project_vanguard_980811.pdf
【2】 Design Statement of logo of “Tour Taiwan Years 2008-2009 (n.d.),” Tourism Bureau. Retrieved August 19, 2009, from
http://tourtaiwanyears.net/main1-5.htm
【3】 Doubling Tourist Arrivals Plan (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/doublep/double.htm
【4】 Economic Development Vision 2015: First-Stage Three-Year Sprit Program (n.d.) Taiwan Tourism Bureau. Retrieved August, 19, 2009, from
http://admin.taiwan.net.tw/indexc.asp
【5】 Ministry of Foreign Affairs (n.d.). Taiwan … A Surprise around Every Corner:
Taiwan Tourism Campaign Hits London. Retrieved August, 19, 2009, from http://www.mofa.gov.tw/webapp/ct.asp?xItem=32640&ctNode=1905&mp=6
【6】 Monthly Report on Tourism [觀光資訊月報] (2008/1-2009/6), Tourism Bureau. Retrieved August 19, 2009, from
http://taiwan.net.tw/m1.aspx?sNo=0001178
【7】 Project Vanguard for Excellence in Tourism (2009), Taiwan Tourism Bureau.
Retrieved August 19, 2009, from
http://admin.taiwan.net.tw/auser/b/project_vanguard_980811.pdf
【8】 Statistics Release (2008/1-2009/6), Taiwan Tourism Bureau. Retrieved from August 19, 2009, from
http://admin.taiwan.net.tw/english/statistics/release.asp?relno=17
【9】 Survey Report on Visitors Expenditure and Trends in Taiwan (2008), Taiwan Tourism Bureau. Retrieved August 19, 2009, from
http://admin.taiwan.net.tw/english/statistics/market.asp?relno=21
【10】 Taiwan Tourism Bureau (2007).Retrieved August 19, 2009, from
http://www.hccg.gov.tw/web/News?command=showDetail&postId=190050&
groupId=8992
【11】 Taiwan’s Tourism Development Strategy for the 21st Century (n.d.), Taiwan
‧
Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/stratagem/index.htm
【12】 Tourism Policy White Paper (n.d.), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/auser/b/wpage/page1.htm
【13】 Tour Taiwan Years 2008-2009 (2007), Taiwan Tourism Bureau. Retrieved August 19, 2009, from http://admin.taiwan.net.tw/indexc.asp
【14】 Travel in Taiwan Bimonthly [台灣觀光雙週刊] (2008/1-2009/6), Taiwan Visitor Association. Retrieved August, 19, 2009, from
http://www.tva.org.tw/list_publication.php
【15】 TVA Annual Report [會務工作年報] (2008), Taiwan Visitor Association, Retrieved August 19, 2009, from
http://www.tva.org.tw/list_publication.php?pub_type=3&pub_note=0&search
=1&Image23.x=30&Image23.y=19
【16】 World Tourism Organization (n.d.) Tourism Vision 2020. Retrieved August, 19, 2009, from http://www.unwto.org/facts/eng/vision.htm
【17】 World Travel and Tourism Council (n.d.). Tourism Impact Data and Forecasts. Retrieved August, 19, 2009, from
http://www.wttc.org/eng/Tourism_Research/Tourism_Economic_Research/
【4】 觀光局在洛杉磯天使球場促銷台灣旅遊 (2008/8/10)，大紀元。2009/8/19 取自http://www.epochtimes.com/b5/8/8/10/n2223250.htm
‧
國立 政 治 大 學