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||Public Affairs Management|
|Type of Document
||Discussion on Tourism Development Strategy of Xiyu Township in Penghu County from the Perspective of Local Marketing|
|Date of Defense
||With the depletion of global marine resources as well as the reduction of traditional farming population, the agriculture and fisheries development of Xiyu Township is gradually declining. This research is aimed to increase employment opportunities for local residents, drive local economic development and slow down population outflows by developing the local tourism industry.|
This study is based on the perspective of local marketing, trying to find out the local marketing predicament from the tourism budget and marketing activities of the Xiyu Township Hall over the years. Collecting the views of the public and private sector units related to tourism in Xiyu Township and analyzing and discussing the data after in-depth interviews based on local marketing 8P theory and collaborative governance.The conclusions are made through the analysis of the data after in-depth interviews.
The research results are analyzed through literature, SWOT analysis and in-depth interviews. Xiyu Township Hall’s tourism budget and local government marketing activities have been growing year by year, yet the result is still limited. The current development predicaments Xiyu Township is facing are that the government departments and operators have not closely cooperated and communicated as well as the lack of communication platform. The sightseeing and local product is limited while other products lack visibility. The product marketing promotion is insufficient and the access is still dominated by traditional trading. The number of sightseeing guides is insufficient and tourist attractions failed to connect and thus reduce the attractiveness of tourists. The lack of combining industrial characteristics and tourism, the low tourism quality as well as the lack of sightseeing guide facilities and services.
The following are the recommendations of this study. Review the roles and functions of the Penghu National Scenic Area Administration Court. Encourage local youth to care about Xiyu Township public affairs. The abandoned military camp is advised to hand over to the overall development of the private sector. Combining local characteristics of agriculture and fishery to create regional tourism highlights in Xiyu Township. Reuse unused space and set up township history museum. Repair Yongcheng ancient house and reconstruct Erkan settlements and the drives inland development of Daguoye. The result of this study is expected to become one of the important blueprint options for Xiyu Township in the future as well as reference for government agencies.
|| Kuo, Chang-Jen - chair|
ko chia-chun - co-chair
Cheng-Hsun Hsieh - advisor
Jui-Kun Kuo - advisor
Indicate in-campus at 2 year and off-campus access at 3 year.|
|Date of Submission