|摘要: ||隨著全球化的熱潮，國家與國家間的界線不再明顯，全球的資金、技術與資源的移動都向較具競爭優勢與較高投資效益的地區發展，並以城市為發展目標；城市渴望成為吸引移民者、投資者和觀光客的地方（van den Berg等，1999），城市憑藉本身所具備的優勢特色推動行銷策略；藉地區行銷的推動提升城市的知名度，達到吸引全球市場目光的目的。|
The trend of globalization has blurred the boundaries among nations around the world. Capitals, technologies and resources from around the world are moving towards areas with competitive edges and high ROI. Cities are eager to become attractions for immigrants, investors and tourists. (van den Berg and etc, 1999) With the help of regional marketing events and advantages in different aspects, these cities are promoting themselves to leverage awareness around the globe.
In recent years, concept of Tourism and Recreation in Taiwan has evolved from the favor of mechanical recreational equipments and theme parks, to cultural and artistic events, outdoor activities and urban recreational spaces. Taipei County is a land of magnificent natural beauties such as beautiful seashores, mountains and valleys, and numerous cultural and historical sites, civil festivals, specialties and comfort food. The focus of this study is to discuss marketing strategies and future developments of Taipei County’s Tourism and Recreational resources by utilizing theories of Urban Marketing.
Literature research methodology has been implemented in this study for data collection, analysis, comparison and organization. With he help of data collection and SWOT Analysis of Taipei County’s existing tourism and recreational resources, an appropriate marketing strategy and goals for future developments were formed. Findings of this study indicated that Taipei County has been developing its abundant recreational resources towards different directions including natural sceneries, civil festivals and activities, museums and cultural and historical attractions. In the future, Taipei County government should focus on enhancing uniqueness and attraction of its recreational areas and establish supporting infrastructures such as better service facilities, tourism information systems to market itself as the leading tourism hot spot in Taiwan.