Formulation of marketing information and communication strategies in Taiwan tourism industry

Tzong-Ru Lee, Yu-Hsuan Kuo and Per Hilletofth

International Journal of Innovation and Learning, 2015, vol. 18, issue 2, 250-265

Abstract: The purpose of this research is to formulate marketing information and communications technology (ICT) strategies for the Taiwan tourism industry. The research uses a literature review to identify 37 main problems and 57 solutions of Taiwan's tourism industry. In addition, grey relational analysis (GRA) is used to extract the most six important solutions from survey approach. For these six important solutions, marketing ICT strategies are formulated. The application of marketing ICT strategies can be used in other country's tourism industry and be adapted to other industries as well.

Keywords: tourism industry; information and communications technology; ICT strategy; information technology; Taiwan; mainland tourists; grey relational analysis; GRA; marketing strategy; interactive websites; electronic marketing; e-marketing; social networks; apps; Facebook; Twitter; 3D websites; virtual reality; tourism websites. (search for similar items in EconPapers)
Date: 2015
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