The Study of Culture Marketing Strategy on Winery Tourism: The Case of Kinmen Kaoliang Liquor Incorporation

Abstract

Kinmen Kaoliang Liquor (KKL) Incorporation is a state-owned enterprise managed by Kinmen County Government which produces and sells Kinmen Kaoliang Liquor. The cultural marketing strategy of Winery Tourism has become an important and mature strategy for local culture developments. Winery Tourism can demonstrate the distinctive local culture which comprises humanities, history, and local unique features. The research attempts to use exploratory factor analysis and secondary data to investigate how KKL establishes its competitive culture marketing strategy. The research pinpoints current problems on culture marketing strategy on Winery Tourism of KKL in Kinmen. The expected outcomes include: (1) firstly to analyze the influence of KKL Tourism Winery on consumer behaviors and later propose attractive sightseeing tours for tourists; (2) after evaluating the culture marketing strategy developed by KKL to suggest improvements on the current strategy and adjust KKL's sightseeing activities.



Author Information
Po-Cheng Liu, National Quemoy University, Taiwan
Jyun-Rong Zhuang, National Quemoy University, Taiwan
Hsing-Kuo Wang, National Quemoy University, Taiwan
Yu-Fang Yen, National Quemoy University, Taiwan

Paper Information
Conference: ACAS2016
Stream: Chinese Studies

This paper is part of the ACAS2016 Conference Proceedings (View)
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