作者:Nguyen Hong Trang

名稱: Marketing strategies for developing sustainable tourism: A case study on SaPa, Lao Cai, Vietnam

出處:台灣博碩士論文知識價值系統

年號:2015

關鍵字:sustainable tourism、sustainable development、marketing strategies、green marketing strategies、local community involvement

摘要

Sustainable tourism is becoming a popular and important term worldwide. This study attempts to clarify some marketing strategies for developing destination sustainably. Green marketing is suggested as the effective way for sustainable development. Local community involvement in destination marketing was examined, using social exchange theory, for determining movement towards tourism development. After comprehensive research of literature on the marketing destination, sustainable development, and role of local community, different stakeholders were chosen for interview. Qualitative research was conducted with interview of open ended questions. Data was collected from different stakeholders to get different perspectives towards sustainable tourism in SaPa, Vietnam.

可持續旅遊業已成為世界範圍內流行且重要的術語。 這項研究試圖闡明一些可持續發展目的地的營銷策略。 綠色營銷被認為是可持續發展的有效途徑。 使用社會交流理論，考察了當地社區參與目的地營銷的情況，以確定走向旅遊業發展的方向。 在對有關營銷目的地，可持續發展和當地社區作用的文獻進行全面研究之後，選擇了不同的利益相關者進行採訪。 定性研究是對開放式問題的訪談。 收集了來自不同利益相關者的數據，以獲取越南SaPa可持續旅遊業的不同觀點。