Title: Formulation of marketing information and communication strategies in Taiwan tourism industry

Authors: Tzong-Ru Lee; Yu-Hsuan Kuo; Per Hilletofth

Addresses: National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan ' National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan ' Department of Industrial Engineering and Management, School of Engineering, Jönköping University, P.O. Box 1026, SE-551 11, Jönköping, Sweden

Abstract: The purpose of this research is to formulate marketing information and communications technology (ICT) strategies for the Taiwan tourism industry. The research uses a literature review to identify 37 main problems and 57 solutions of Taiwan's tourism industry. In addition, grey relational analysis (GRA) is used to extract the most six important solutions from survey approach. For these six important solutions, marketing ICT strategies are formulated. The application of marketing ICT strategies can be used in other country's tourism industry and be adapted to other industries as well.

Keywords: tourism industry; information and communications technology; ICT strategy; information technology; Taiwan; mainland tourists; grey relational analysis; GRA; marketing strategy; interactive websites; electronic marketing; e-marketing; social networks; apps; Facebook; Twitter; 3D websites; virtual reality; tourism websites.

DOI: 10.1504/IJIL.2015.070872

International Journal of Innovation and Learning, 2015 Vol.18 No.2, pp.250 - 265

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 16 Jul 2015 *

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