The existence and survival of Tainan City Tour Passport - Research for the meaning of city sustainable tourism in integrated marketing communication

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题名:	The existence and survival of Tainan City Tour Passport - Research for the meaning of city sustainable tourism in integrated marketing communication
作者:	Chen-Ling Chiang
贡献者:	Department of Leisure and Recreation
关键词:	Tainan City Tour Passport;Integrated marketing communications;Sustainable tourism;NPO(Non-Profit Organization)
日期:	2010
上传时间:	2010-11-07 09:44:06 (UTC+0)
出版者:	Asia University
摘要:	Urban tourism development is getting a crucial issue in the world. Tour Passport as one of its main measures always collaborates with the development of it. Tour Passport is an application to enhance integrated marketing communication to consumers. In addition, the core concept of integrated marketing communication, which emphasizes actions and agency of integrating, is consistent with the policy meaning of sustainable tourism. Therefore, we chose Tainan city Tour Passport as a case study to investigate the policy meaning of urban sustainable tourism, based on qualitative research in the integrating process of its issue. Previous researches of IMC focused mainly on marketing promotion strategy or consumer satisfaction and loyalty. However in this study, we managed to further explore the sustainable meaning of urban tourism development in the process of passport issue. By way of depth interviews and narrative analysis, we found that issues of tour passport are involved with several actions including of „integration of ideas‟, „integration of organizations‟, „integration of resources‟ and „integration of promotional means‟. Problems and obstacles, which are the main factors influencing the survival of a tour passport, existed throughout the whole process of integration, such as divergent perceptions, disagreements of interest, distrustfulness and characteristics of organization leaders. Finally, several adjustment practices, which help to resolve resistances of integrations, have been listed out at the end of this research. These adjustment practices, for example, are that people need to have empathy, to give each other proper advices or to find a balance and so on to reconcile different opinions. In this research, it provides sufficient information to understand difficult situations and adjustment practices in integrating process toward the development of urban sustainable tourism. Lastly, this research also found that non-profit organization plays as an unbiased, independent and sustainable role during a process of urban sustainable tourism development.
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