Taiwan Jiaoxi "Tourist Town" Integrated Marketing Communication Strategies

Yilan county of Taiwan rock creek township is famous for its hot spring tourism, to vote through the network in Taiwan in 2012 and was selected as one of the top ten tourist town in the Taiwan. This paper aims to discuss the reef creek tourist industry in Taiwan more than three hundred city can come to the fore, become the top ten tourist town marketing strategy? And try to find out the marketing strategy of the model, as in other parts of tourism industry and formulate marketing strategy of the model.This study in yilan county reef creek township area as the research scope, of which tourism related industries, the organizer government officials, the related research experts and scholars and related association(include hot spring revitalization of the association for the advancement and reef creek culture association) interviews as the research object, at the same time, in-depth interviews with the method of literature analysis method to study the qualitative research methods, such as. And on the basis of the theory of integrated marketing communications, exploring the reef creek area how to combine the cultural industry, industry of marketing development, commercialization, internationalization and integration and its integration process.The study found that the reef creek township government and the hot spring industry is committed to improve the economic benefits of the local tourism, but needs to improve in the in-depth cultural concept. Depth of the so-called tourism, most propbably is to increase the tourists for the tourist destination cultural understanding, and not just stay in the comfort level of pipe. How to highlight the characteristics of hot springs and into the cultural characteristics, in order to achieve economic and cultural benefits double harvest is the direction of the need to work on the local tourism development.In addition, the author Taiwan rock creek town tourism as the research study town tourism blueprint in Taiwan. During the study comparing with the mainland city of tourism, to talk about Taiwan and town tourism what is the significance to the development of mainland tourism.