Promoting City Branding by Defining the Tourism Potential Area Based on GIS Mapping

Abstract

This chapter aims to use GIS tool to determine how to promote city by tourism development on the suburban hilly area of Taichung city, Taiwan. For creating the city branding and increasing the satisfaction to the residents or visitors of Taichung city, this chapter proposed tourism potential can be combined into city marketing as a promoting tool. The site criteria in this research for the tourism potential are based on calculating raster cells that are most suitable, and according to regression analysis the required data of site criteria include the layers of elevation variation, slope diversity, proximity to water, accessibility and service facilities for the area. In order to conduct GIS site selection analysis, all the layers were reclassified with ranks from 1~5, and each layer was assigned to relative importance based on site criteria factors. The higher cell value of the area is, the more degree of tourism potential is defined. Branding campaigns by marketing cultural attractions to demonstrate tourism potential is a tool of enhancing tourism competitiveness.