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    Please use this identifier to cite or link to this item: http://ir.cnu.edu.tw/handle/310902800/24320

    標題: 從服務行銷的觀點探討石門水庫遊艇觀光的發展
    The Development of Sightseeing Boat Business in Shihmen Reservoir from the Viewpoints of Marketing Service
    作者: 呂家威
    貢獻者: 開南大學觀光與餐飲旅館系
    關鍵字: 服務行銷
    Marketing Service
    Sightseeing Boat Business
    Shihmen Reservoir
    日期: 2011.05.27
    上傳時間: 2011-09-15 16:48:18 (UTC+8)
    摘要: 近兩年來,阿姆坪碼頭的遊艇事業觀光收益明顯高於大壩碼頭。本研究目標即在於釐清,面對相同的大環境觀光背景,擁有相似的觀光發展客觀條件,卻產生截然不同的現況發展。
    For the past two years, the sightseeing boat business has been more prosperous at Amuping Pier than the Dam site in the Shihmen Reservoir recreation area. Given the same environment for attracting tourists at the two sites, this study aims to explain the difference in their business performance by focusing on marketing strategy and quality of service. The research method includes literature review, field work, and in-depth interviews.
    The results show that the difference can be accounted by boat owners’ concept and attitude. Boat owners at Amuping Pier offer a more flexible sightseeing schedule, more interesting tour guide commentary, better service, and more active marketing promotion than their competitors at the Dam site. As an example, boat owners at Amuping Pier have integrated television drama programs into their promotion scheme.
    關聯: 2011健康休閒國際研討會 ,起迄日:2011/05/27,地點:嘉南藥理科技大學
    Appears in Collections:[休閒暨健康管理學院] 2011年健康休閒國際研討會

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