查詢結果分析
來源資料
頁籤選單縮合
題 名 | Is the Internet a Competitive Promotion Media in the Tourism Industry?=網際網路是否為觀光產業中具有競爭力的行銷媒介 |
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作 者 | 林莉如; | 書刊名 | 旅遊健康學刊 |
卷 期 | 1:1 2001.10[民90.10] |
頁 次 | 頁1-5 |
分類號 | 992.2 |
關鍵詞 | 網路; 行銷; 旅遊; Internet; Promotion; Tourism; |
語 文 | 英文(English) |
中文摘要 | Benefits of Internet promotion have already been extensively discussed by experts, and many companies are already promoting their products or brands on the Internet. While some of these companies are already directly or indirectly profiting, some are not. Why some companies get no profit from Internet promotion? In the tourism industry, more and more tourism products have been promoted via Internet, but the effects have yet to be evaluated or realized by marketing researchers. Media Active has raised three basic issues that should be considered by companies contemplating advertising on the Internet. For this study, these three issues are adopted as the criteria to evaluate the effectiveness of using the Internet to promote tourism products. This case study investigates the users' feedback on the Taiwan Tourism Bureau Web Site. |
英文摘要 | Internet 在行銷上所具備的優勢以及顛覆了傳統行銷的溝通途徑(communication process),一直不斷的被專家學者討論並且也獲得認可。因此使得各種不同產業都想在這個全球性的網路市場上佔一席之地,因此不管是國際性或小型的零售商都趨之若鶩的將自己的產品放在網路上。然而網路行銷是否真的達到了廣告效果,卻少有人去做評估。近年來,觀光產業也染上這一段風潮,從旅行社、航空公司到臺灣光觀局都投入於這個網路市場。在此研究中,將以 Active media 所提出的理論及觀光局網站作為研究之個案,來進行網路行銷效益之評估。 |
本系統中英文摘要資訊取自各篇刊載內容。