Marketing Analysis on the Transformation of Tourism Factory from Manufacturing to Service:A Case Study of Taiwan Metal Creation Museum

Autor: Wang, Yu Chi, 王毓琪
Rok vydání: 2015
Druh dokumentu: 學位論文 ; thesis
Popis: 103
The Tourism Factory Assistance Project (TFAP) is a business transformation plan organized by the Ministry of Economic Affairs and implemented by the Industrial Technology Research Institute. Since its initiation in 2003, TFAP aims to convert traditional factories into tourist attractions by merging value added services into their existing business models, thereby creating tourism factories with leisure and recreation functions all over Taiwan. In 2009, the Excellent Tourism Factory Award was established to recognize factories demonstrating distinctive industry features and to further promote new values and service upgrading in the tourism factory sector. In 2013, the International Spotlight Tourism Factory Project (ISTFP) was started to further transform the image of traditional factories and bring a new look and a new horizon to leisure tourism. With the injection of resources from the Government for the past two years, the ISTFP has elevated operation abilities of the tourism factories and take them into international arena. The focus of this thesis is on Taiwan Metal Creation Museum, which is the only sheet metal factory in Taiwan that has qualified for the ISTFP. The research uses case study approach, with research data gathered via field interviews and literature review. The paper analyzes the museum’s marketing models and examines how its management has adapted to environment changes and made use of available internal and external resources to execute diversification growth strategies that have led to the subject’s current success. This paper provides a detailed report and analysis on the current marketing strategies and business model of the subject in question. It is our hope that this paper can shed light on development possibilities of the particular subject as well as its peers in the industry while they are shaping their future directions and marketing model plans. Keywords: Tourism Factory, Marketing Model, Taiwan Metal Creation Museum
Databáze: Networked Digital Library of Theses & Dissertations
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