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Abstract

Sightseeing and tourism not only brings economic benefits to the local community but also drive the development of related industries. In 1992, when the Matsu’s battlefield mission was dissolved, tourism became one of the key development strategies to boom the region. Although the number of visitors to Matsu Islands has risen significantly in recent years, how to increase the island’s willingness to revisit the island has been an important issue. Since local tourism has its own characteristics, island tourism marketing strategies should be different. Many previous studies have quantified the relationship between tourism area satisfaction and willingness to revisit, but there is no research analyzing of island tourism marketing importance performance to evaluate the influencing factors of revisiting willingness. Based on the local tourism marketing position, this paper mainly adopts the SAVE marketing model, taking the Matsu Islands as an example, to explore the key influencing factors on island tourism revisit intentions. Next, it transforms the model into the island tourism marketing mix, and conducts an empirical analysis of the key influencing factors on Matsu tourism revisit intentions by the Importance-Performance (IPA) method. The study indicates that the main criteria of the desire to revisit Matsu Islands are “Integration Solution” and “Tourism Education,” while the key influencing factor of the major improvement area is “Travel Convenience.” It is suggested the local government and related companies strengthen marketing and improve the current situation. The findings may serve as a reference for the allocation of tourism resources in Matsu Islands.

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