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
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