Taiwan is located at the hub of East Asian transport, and has experienced huge growth in tourism. Taiwan therefore has an opportunity to become the main tourist transport centre of East Asia. This study uses the DEMATEL method to explore a practical strategy with four key elements: improved international airport construction; easy access to the aviation market; aviation competitiveness improvement; and aggressive tourism marketing. The results of the study show that more organizations participating in the market and free competition will facilitate tourism marketing and will help to transform Taiwan into the tourist transport centre of East Asia.
ChenC.A.LeeM.H.YangY.H. (2012), ‘Branding Taiwan for tourism using the DEMATEL and ANP methods’, The Service Industries Journal, Vol 32, No 8, pp 1–19.
2.
HuH.A.LeeY.C.YenT.M.TsaiC.H. (2009), ‘Using BPNN and DEMATEL to modify importance-performance analysis model – a study of the computer industry’, Expert Systems with Applications, Vol 36, pp 9969–9979.
LiC.W.TzengG.H. (2009), ‘Identification of a threshold value for the DEMATEL method using the maximum mean de-entropy algorithm to find critical services provided by a semiconductor intellectual property mall’, Expert Systems with Applications, Vol 36, pp 9891–9898.
Taiwan's Tourism Bureau (2009), ‘New opportunities for tourism development in Taiwan from PATA point of view’, Tourism Information Monthly (http://www.taiwan.net.tw/m1.aspx?sNo=0001178&page=2, accessed 17 December 2010) (in Chinese).
7.
TengJ.Y. (2002), Project Evaluation: Methods and Applications, National Taiwan Ocean University, Taiwan (Keelung).
8.
TsaiW.H.HsuW. (2010), ‘A novel hybrid model based on DEMATEL and ANP for selecting cost of quality model development’, Total Quality Management and Business Excellence, Vol 21, No 4, pp 439–456.
9.
TsaiW.H.ChouW.C.LaiC.W. (2010), ‘An effective evaluation model and improvement analysis for national parks websites: A case study of Taiwan’, Tourism Management, Vol 36, No 6, pp 936–952.
10.
TsaiW.H.HsuJ.L.ChenC.H.LinW.R.ChenS.P. (2010), ‘An integrated approach for selecting corporate social responsibility programs and costs evaluation in the international tourist hotel’, International Journal of Hospitality Management, Vol 29, No 3, pp 385–396.
11.
TsaiW.H.LeuJ.D.LiuJ.Y.LinS.J.ShawM.J. (2010), ‘A MCDM approach for sourcing strategy mix decision in IT projects’, Expert Systems with Applications, Vol 37, No 5, pp 3870–3886.
12.
TzengG.H.ChiangC.H.LiC.W. (2007), ‘Evaluating intertwined effects in e-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL’, Expert Systems with Applications, Vol 32, No 4, pp 1028–1044.
13.
WuW.W.LeeY. T. (2007), ‘Developing global managers' competencies using the fuzzy DEMATEL method’, Expert Systems with Applications, Vol 32, pp 499–507.
