Yingge is a typical model of tourism place support by government's resources. It has successfully built its image as the ceramic capital of Taiwan. However, it has never segmentation its tourists group and never figured out what kind tourist group is going to their best target. The private and public sectors also lack of communication to work together to have effective marketing strategies together. Therefore, the challenge for marketing and promotion gets exceptionally difficult. In result, the tourists do not bring in the economic development Yingge was expecting.
This research is based on Yingge as the example to illustrate the problems and challenges those other small tourism cities and towns may face right now. Each towns and cities need to have confidence that they all have their own uniqueness to develop a strategic marketing and promoting plan based on their creativity and innovation to build its local characteristic to compete in tourism market. The cooperation between local and private sectors are also crucial for a sustainable tourism development that local does not overly rely on government’s resources.
