Formulation of Marketing Information and Communication Strategies in Taiwan Tourism Industry

Tzong-Ru (Jiun-Shen) Lee, Yu-Hsuan Kuo and Per Hilletofth
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Tzong-Ru (Jiun-Shen) Lee: National Chung Hsing University, Taiwan
Yu-Hsuan Kuo: National Chung Hsing University, Taiwan
Per Hilletofth: Jönköping University, Sweden

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Abstract: Purpose: The purpose of this research is to formulate marketing information and communication (ICT) strategies for Taiwan tourism industry. Design/methodology/approach: This research uses a literature review to identify problems and solutions of Taiwan’s tourism industry. One of the identified problems is used as an example to formulate marketing ICT strategies. Findings: This research has identified twenty-five main problems and forty-eight solutions of Taiwan’s tourism industry and formulated marketing ICT strategies for one of the identified problems. Research limitations/implications: The subsequent research can apply other research method to improve the reliability and validity. Practical implications: The application of marketing ICT strategies can be used in other country’s tourism industry and be adapted to other industries as well. Originality/value: This research clarifies the problems of Taiwan’s tourism industry and applies marketing ICT strategies in Taiwan tourism industry.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:tiim13:s1_103-111

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