Abstract

With the flourishing development of global tourism industry and tourism activity, the tourism industry has already become a primary earning source of foreign exchange in many countries, and there are many newly developed tourism attractions arising, the tourism market has already begun to transfer from America and Europe in the past to East Asian and Pacific areas now. Taiwan is right in the center of East Asian and Pacific areas, while facing with the worldwide transfer of the major tourism market; the central and local governments have actively launched tourism and traveling to promote the innovation and development of the tourism industry in every Taiwanese county with all strength.

Since the implementing of two-days off per week from 1998, national leisure time increased, domestic travel population has increased yearly, which reflects the prosperity of social economy, the advanced material and spiritual demands of individuals changed the life style and attitude, makes leisure traveling to be a part of modern life. As to the nationals' receiving of domestic sightseeing and travel information, in the early days, Traffic Place Tourism Administration of Provincial Government was the primary agency in charge of the promotion; then it was taken over by Tourism Bureau after the province down sizing, meanwhile the local governments(county and city levels) also gradually set up respective tourism organizations to handle the promotion of local traveling, the marketing concept on promoting image packaging has been only at the initial stage since the taking over by local tourism organizations, therefore the application concept of corporate image is generally insufficient. The establishment of local tourism organization's marketing and promotion should be set up through the tactics of entire corporate image packaging with graphical symbols which are obvious and easy to identify, to provide effective and prompt travel information, and finally attract local touring interests and further increase domestic traveling willingness.

The study focuses on the investigation and analysis of vision identification's necessity which is one part of the Corporate Identity System（CIS）, to illustrate that tourism industry should also undertake the enterprise marketing modeling to create full idea identity, activity identity and vision identity. Propagate through advertising media, such as television broadcasting, newspapers and magazines, etc. to constantly convey the image of sponsor organization, elaborate the image cognition and generation of prestige sense, apply marketing strategy. Consequently, tourists and consumers would go for identification with goods brands, establish brand and good image to attract tourists and consumers, furthermore, achieving the propagation of activity information would turn out to be the effective marking method.

Key word: Tourism Organization, Corporate Identity (CI), Corporate Identity System (CIS), Marketing