哥斯大黎加觀光產業之分析

Abstract

This thesis intends to analyze the Ecotourism Industry in Costa Rica given the fact that it has become an industry that represents a significant portion of the Gross Domestic Product for this country in the latest years. In order to perform this analysis, various aspects will be carefully described and analyzed such as the geographical, environmental, socio-political and economical characteristics of Costa Rica and the promotion and advertising strategies which have been used by major players of the industry such as the Instituto Costarricense de Turismo- ICT (Costa Rica Tourism board) , the National Camera of Tourism of Costa Rica (CANATUR), The National System of Conservation Areas (SINAC), and some private tour operators in order to promote the industry internationally and attract ecotourists worldwide. The theoretical framework used to perform this analysis will be based on advertising and promotion theories by Phillip Kottler and Kevin Keller, and strategy theories by D. Besanko, D. Dranove, M. Stanley and S. Schaefer. Statistics related to the industry will be evaluated as well in order to analyze briefly what has been the evolution of the industry in Costa Rica.