本研究指出,回顧以往整合行銷傳播研究,尤其在組織層面,較忽略政府組織行政特點,僅探討傳播戰術之運用是不足的。應從整合行銷組織互動關係起始,以整體規劃進行整合行銷傳播策略,達成行銷傳播最大綜效。因此就政府部門之行政組織特性及觀光產業之特殊性,本研究認為由於目前台灣觀光品牌定位不明確之情況下,相關行銷組織未密切整合聯繫,加上分區分年招標行銷,行銷傳播訊息也難呈現一致的方向。最後建議應調整行銷推動機制,尤其需整合行銷組織資源,依據市場特性以「全區整合、分區執行」的方式傳達一致的傳播訊息。 In an increasing competitive global tourism market, a strong tourism strategy has a key role to confront marketing challenges. Tourism marketing communicates clear and “one voice” marketing messages to consumers by integrating useful media tools. Tourism marketing strategy is a long-term planning, so the marketing organization should improve marketing planning with the market circumstance.
Nowadays, the concepts of IMC have become the mainstream of the marketing literatures. IMC combines and integrates different elements of the communications mix. IMC strategy must follow brand position and strategy. The research is based on three core concepts of IMC: communication, marketing and management. But in Taiwan, most of market researches focused on private departments or a single marketing campaign and event.
From 2000 to now, Taiwan Tourism Bureau has announced five tourism policies to develop tourism industry. Most important of them is 「 Doubling Tourist Arrivals Plan」, it is continued executed. In order to find out the disadvantages of tourism marketing strategy, the research supposes how to build more beneficial marketing strategy in IMC approach.
This research has pointed out that IMC approach should not only emphasize marketing communication planning but notice the administrative distinctions of governments. Because Taiwan tourism brand position isn’t evident, the relative marketing organizations don’t cooperate and share market resources either. Besides, the overseas markets have been separated into three main targets; marketing tactics are executed by different advertising companies every year. The marketing messages are integrated with difficulty. In order to reach multiple audiences with a synergistic effort, the first step might be to set up a marketing promotion committee instead of the government tourism department. Especially marketing strategy has to integrate marketing recourses and messages. And all marketing campaigns should communicate “one voice’ and “one look’ messages to target markets by different market attributes. This research suggests that the best way to improve Taiwan international tourism marketing is to adopt the IMC approach- to build a strong relationship with all marketing stakeholders and stand on “integrate all marketing strategy, then execute in target markets” field to capture information all about consumers.