1

978V035

978V047

978V050

978V058

978V062

TLM-100-419

:101 5

2

3

(ISM)(AHP)

Innovation on the Tourism Marketing Strategies of the

Lugang's Culture

ABSTRACT

Mei-Yu Lan, Hong-Ting Wang, Lan-Hsin Chen, Tzu-Chien Chao, Hsuan-Feng Chen

Lukang is a warm and friendly township owing to its plentiful history and culture property. It is not only suitable to develop cultural activities and then touch the heart of the tourists, but also essential to promote tourism marketing strategies with its powerful resources. Firstly, the tourism marketing strategy characteristics were extracted and evaluated by Nagai method. Secondly, the hierarchical of the innovative marketing strategies could be got by method of Interpretive Structural Modeling (ISM). Finally, the weights of those innovative strategies could be sorted by AHP analyzed. The results of this study hopefully could be provided and suggested to the government or enterprises for references.

Keywords: Nagai method, Innovative marketing strategy, ISM, AHP

4

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(2003) 2011 5

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(http://www.taiwan.net.tw/2009TaiwanLantern/) (http://www.taiwan.net.tw/w1.aspx) 2010 8 5

2011 11 20 http://tw.travel.yahoo.com/topic/tw-travel.travelweb.com.tw/3233764

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