A THESIS FOR THE DEGREE OF MASTER OF SCIENCES DEPARTMENT OF TOURISM MANAGEMENT NAN HUA UNIVERSITY The Research of Community Foundation Combining and Marketing Tourism Resources --A Case Study on Hsin-Kang Foundation of Culture and Education GRADUATE STUDENTTSAI-CHIA-YI ADVISORCHEN,CHUNG-LING Ph.D.
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Title of ThesisThe Research of Community Foundation Combining and Marketing Tourism Resources --A Case Study on Hsin-Kang Foundation of Culture and Education Name of InstituteDepartment of Tourism Management,Nan Hua University Graduate DateJune 2007 Name of StudentTSAI,CHIA-YI Degree ConferredM.B.A AdvisorCHEN,CHUNG-LING Ph.D. Abstract The Hsin-Kang foundation of culture and education makes the idea and promotes the development of travel of the community with the society, make the foundation for the society that has already had, combine the culture, characteristic, value behind community's industry, set and on sale throughout the unique tourism products, resource of community, community's industry develops and also drives the community to develop wholly, set up the mechanism that the community develops continuously forever. The foundation leads community's industry to participate in community's affairs in the course of coaching to community's industry and making the transition, the industry is via studying, participating in, carrying out decision, produce the spirit of making of the society, social enterprise march towards the orientation. This research regards the Hsin-Kang foundation of culture and education as case study, with the personnel of interview foundation and community's industry, complement it in order to observe the law and secondary analysis, do quality exploration analysis, get the following conclusions: ii
1.The foundation combines the mechanism of the community tourism resources to divide into inside and external mechanism, the inside mechanism is by having a meeting, discussing, carry out and exactly total and row by way of colony's decision; The external mechanism carries on specialized coaching to community's industry in order to combine government resources, by way of banking up strength with earth together in the community to grow up with the industry together, progress, received benefit of industry's alliance, lead the industry to have social enterprise's thinking. 2.The way in which the foundation is on sale throughout the community tourism products is achieving the sitting room of the Hsin-Kang as the brand, the innovative packing of product, plan the travel journey of multiple suits, use many kinds of marketing to popularize the way, with the indirect thorough fare directly, the tourism products of marketing community, promote the development of travel of the community. 3.Mate matrix by SWOT, analyse foundation promote community inside advantage, weak tendency, travel of development, with external chance, threat, offer the suggestion that the foundation promotes community's travel development in the future. Keyword: culture and education foundation, tourism resources, tourism products, marketing, social enterprise iii
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