後京奧時期北京觀光行銷與台灣旅客觀光動機之研究壹緒論一研究背景 The Modern Olympic Games Marathons ,000 15, Boria Majumdar and Sand

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1 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究王忠茂林千源 * 運動休閒系副教授摘要關鍵詞 : 奧林匹克運動會觀光客動機觀光行銷 TEL:(O) O ext:6218, L62209@ sunrise. hk. edu. tw 221

2 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究壹緒論一研究背景 The Modern Olympic Games Marathons ,000 15, Boria Majumdar and Sandra Collins, Barcelona 50 Truno, 1994 Collins and Jackson, Seoul2000Sydney Montreal15 Boria Majumdar and Sandra Collins, Athens Boria Majumdar and Sandra Collins,

40-100 15,000 15,000 15-20 Boria Majumdar and Sandra Collins,2008 1992 Barcelona 50 Truno,

3 Atlanta Athens Beijing 220Mike Weed,2008 GDP % % %Kang,2007 Employment Kang, TOP Kang, ~

6%20047.9%Kang,2007 Employment199212 1996 90 2000157Kang,2007 2.

4 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 GDP Gross Domestic Product 1996European Football Championships Barcelona 50 Truno, 1994 Collins and Jackson, occupancy rates 70% 85% 224

5 GDP Gross Domestic Product 1996European Football Championships

5 Mike Weed and Chris Bull, ~

1987 11 2 3.1989 1 4.1992 10 5. 1993 4 30 6. 2002 13 7.

6 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究二研究動機三研究範圍 World Tourism Organization UNWTO 226

7 tourism system P P P destination image

8 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究四研究目的 : 五名詞解釋 : ~

9 貳文獻探討 Mike Weed and Chris Bull,2009 Coubertin ~ / ㄧ興建交通運輸網, 強化旅客便捷服務 ,000 15,

10 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究二城市景觀的綠美化, 提升滿意度與意象 1896~

11 Peter Ueberroth 2.5p J.A. Samaranch ~ 三借助傳播媒體力量, 促成觀光客旅遊意願 173 advertising

12 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 Brand Australia 四強調文化的民族色彩, 結合運動與文化旅遊深度

13 m 五建設運動場館, 提供旅客休閒遊憩場所 white elephant effect 六奧運橫跨前中後三週期, 加長旅遊期間 233

elephant effect 1988 181640 3 20082008 130

14 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 176~ 參研究方法ㄧ質性研究之選擇 thick description) 234

15 3. 二資料蒐集的方法 semi-structured face-to-face individual depth interviews, IDI 2007 Donald R. Cooper Pamela S.Schindler 2009 Carol A. Bailey,2007 三受訪樣本的選取四訪談問題的設計 235

16 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 1. / 肆結果與討論ㄧ奧運對北京城市觀光的建設與旅遊動機

18 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 % /

19 " " 二奧運前中後, 國際與台灣旅客入境北京人數的變化

20 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 % % 1 5.3% 7% % 10.5% 0.2% 11% % % 4.5% -1.5% % 2 9.6% 4.0% -0.3% %

0% 1 14.1% 4.5% -1.5% 412.5 8.8% 2 9.6% 4.0% -0.3% 490.1 18.

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22 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究三台灣旅行業對北京團的行銷組合與旅遊動機 4Pproduct price promotion place SWOT 4SWOT SWOT 242

23 product FIT 2009 price 243

24 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 shopping promotion

25 , place DM PAK 四台灣旅客對北京的目的地意象 245

26 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究

28 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究

29 伍結論 ~

30 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 74P product price place promotion FIT

32 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究參考文獻中文部分 Uwe Flick (2007) p153 Donald R. Cooper Pamela S.Schindler (2009) p116 (2009)p91-92 p232 Stephen J. Page Joanne Connell(2007) p324 p328 (2008) 2008 p p p50 Joseph Maguire Gant Jarvie Louise Mansfield Joe Bradley 252

33 2008 p p48 p p27 p102 p p26-39 p131 Chava Frankfort-Nachmias, David Nachmias 2007 p p108 p156 p170 p p70 英文部分 Boria Majumdar and Sandra Collins 2008, OLYMPISM THE GLOBAL VISION,Routledge, p147 p157. Collins and Jackson 1999,sports tourism, p Mike Weed 2008,Olympic Tourism,Elservier Ltd, p Mike Weed and Chris Bull 2009, sportstourism,elservier Ltd,p227. Hsuan-Wei Kang 2007,The Impacts of Beijing 2008 Olympic Games on China s Economy. Departmrnt of Economics, National Chengehi University:Master s Thesis, p34 p45. Truno, E 1994,Sport for all and the Barcelona Olympic games,p aper to the 2nd European Congress on Sport for all in cities, Barcelona,Spain, October. Collins, M, F and Jackson, G,A,M, 1999.The economic impact of sport tourism. In Sport Tourism Standeven, J. and De Knop,P.,eds.London Human Kinetics. Carol A. Bailey 2007,Qualitative field research. p Bruce L. Berg,(2004),QUALITATIVE RESEARCH METHODS 5(E), California. 253

34 後京奧時期北京觀光行銷與台灣旅客觀光動機之研究 Chava Frankfort-Nachmias, David Nachmias 2000, research methord in the social sciences Hycner. Carol A.Bailey,(2007),A Guide to QUALITATIVE FIELD RESEARCH 2(E),California. 網頁資料 (2010) taiwan.net.tw/index.htm (2010) org/zh- tw/wikipedia:%e9%a6%96%e9%a1%b n sht gov.cn/hayjj/wz/200705/t176957_3.htm gov.cn/hayjj/wz/200705/t176957_3.htm 254

35 A study on Beijing Tourism marketing and Taiwan Tourist motivation for the post Beijing Olympic Games Abstract This study was in attempt to explore the influence of the Beijing Olympic Games upon the tourism business around China s neighbor countries including Taiwan by looking into Olympic Games import issues via its previous, during and post period. The findings of this study had made the following conclusions: The main purpose of visiting Beijing was to see the Great wall, Imperial palace (Temple of Heaven, Forbidden City), traditional Chinese opera (comic dialogue, face off, trick), Chinese foods, alley and empire construction (the Summer Palace, Wangfujing). After Olympic Games, the main stadium (Bird nest) and swim Pool (Water cube) become the most popular sites. The Beijing Olympic Games is not merely a sport event. It actually stimulated the development of politics, economy, cultural, and recreations as well as the tourism industry. Because of the host of Olympic Games, the increase in the quantity and quality of the city infrastructure such as, city traffics, ecological environment, tourism information, service quality, city image, original tourism resource, historical culture resource, modern shopping mall and leisure plaza, travel resource left by the Olympic Games, and integrated city hospitality ability had indirectly boosted the development of tourism industry for the neighbor countries. Key words: Olympic Games Tourist motivation Tourism marketing 255

二兒歌選用情形 ( ) 2 ( ) ( ) 1. 158 2.

二兒歌選用情形 ( ) 2 ( ) ( ) 1. 158 2. 兒歌內容分析 ~ 以台灣省教育廳發行之大單元活動設計內之兒歌為例 ~ 摘要 82 76 158 一兒歌類目的分布情形 ( ) 26 23 22 16 61 38.6 16.5 ( ) 二兒歌選用情形 ( ) 2 ( ) ( ) 1. 158 2. 第一章緒論第一節研究動機 79 第二節研

後 京 奧 時 期 北 京 觀 光 行 銷 與 台 灣 旅 客 觀 光 動 機 之 研 究 壹 緒 論 一 研 究 背 景 The Modern Olympic Games Marathons ,000 15, Boria Majumdar and Sand

後京奧時期北京觀光行銷與台灣旅客觀光動機之研究壹緒論一研究背景 The Modern Olympic Games Marathons ,000 15, Boria Majumdar and Sand