c عنوان انگلیسی مقاله:

 Tourism strategy development and facilitation of integrative processes among brand equity, marketing and motivation

ترجمه عنوان مقاله: توسعه استراتژی گردشگری و تسهیل روند یکپارچه میان ارزش ویژه برند، بازاریابی و انگیزه

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 13 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

With the absence of heavy industry and pollution from intense commercial development, Kinmen is a significant source of additional value for tourism in Taiwan. This calls for in-depth studies on tourism marketing, brand equity and travel motivation in Kinmen. This study attempts to identify the important attributes of Kinmen tourism and extend the related literature on marketing strategy, brand equity and travel motivation by employing a combination of the fuzzy Delphi method (FDM), decision-making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) approaches to demonstrate the interactions and relations among critical criteria. The FDM identified the critical attributes, which were used in DEMATEL analysis to demonstrate that brand equity has direct and indirect influences on marketing strategy and travel motivation. The use of the ANP with global weighting further reveals that travel intention is the most critical element of Kinmen tourism.

Keywords: Kinmen tourism; Brand equity; Marketing; Motivation

مقدمه مقاله

Over the past 20 years, the tourism industry has continued to expand and has become one of the highest-growth industries in the world. From 1990 to 2012, the number of visitors to Asia grew from 55.8 million to 233.6 million. Through the end of 2013, the population of tourists who visited the Asiae Pacific region grew 7% per year, and tourism revenue reached 107.5 million, growing faster than other regions of the world (Fan & Hsu, 2014). The Asiae Pacific region, including Taiwan and other emerging regions, is presenting double-digit growth in tourism industry revenue; Taiwan’s tourism sector experienced a 20% growth rate, becoming a high-growth area (UNWTO, 2013). The tourism industry has also become an important source of revenue for Taiwan’s economy, and through more strategic marketing planning, tourism has become a policy development priority for Taiwan (Horng, Liu, Chou, Yin, & Tsai,2013).