KEY SUCCESS FACTOR IN IMPLEMENTING MARKETING STRATEGIES IN TOURISM INDUSTRY

[[abstract]]With the highly economic development over the past decades, the national income has largely increased in Taiwan. Moreover, the citizens have focused on the facilities and functions of leisure activities after the implementation of two-day weekend. With the emphasis on leisure tours and the increase of recreational time, tourism has become popular. In terms of supply, the provision of public facilities and services, the promotion of local economic development, the enhancement of social interaction, and the solution to leisure problems are the common affairs and challenges for both local government and local people. Based on Marketing Strategies, this study utilizes Analytic Hierarchy Process (AHP) to construct the hierarchic model of Market Definition, Environmental Analysis, Marketing Mix Strategy, and Internal Marketing to stratify, structuralize, and quantify the indices of Marketing Strategies. Having the supervisors in the top ten travel agencies, announced by Consumers' Foundation, as the research subjects, the indices and weight system for Marketing Strategies in tourism industry are established, and the research outcomes are concluded as below. (1) Market Definition in Marketing Strategies appears the best importance, where Market Information Collection is better emphasized. (2) Environmental Analysis in Marketing Strategies shows the second importance, where Industry Analysis is better emphasized. (3) Marketing Mix Strategy in Marketing Strategies is the following importance, where Product Strategy is better emphasized. (4) Internal Marketing in Marketing Strategies reveals the least importance, where Customer Management is better emphasized.[[note]]SC