1
. 5..5 6 6..26..27..28..31..38..40..41..41..42 44 46 49..50..53..59 2
3 3-1-1 26 3-2-1 27 3-3-1 29 3-3-2 31 3-4-1 32 3-4-2 33 3-4-3 35 3-4-4 36 3-4-5 37 4-4-1 44 3-3-1 29 3-4-1 32 3-4-2 33 3-4-3 34 3-4-4 35 3-4-5 37 3-5-1 38 4-4-1 44
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
3-1-1 1. 2. 3. 26
3-2-1 27
1 1. 2. 2 1. 2. 3 1. 1991 28
3-3-1 Doolitte and Macdonald1978 1978Glynn 1981Fischer1984 1986 1990 1991 Davidson and Cotter1993 1994 1996Wilson snd Baldassare1996 Doolitte and Macdonald1978 1978Glynn 1981Fischer1984 1986 1990 1991 Davidson and Cotter1993 1994 1996Wilson snd Baldassare1996 Doolitte and Macdonald1978 1978Glynn 1981Fischer1984 1986 1990 1991 Davidson and Cotter1993 1994 Wilson snd Baldassare1996 29
3-3-1 1. 2. 3. 4. 5. 6. 7. 30
1. 2, 3, 4. 1. 2. 3. 4. 1. 2. 3. 4. 3-3-2 1. 1 Null HypothesisHO 2 Alternative HypothesisHI 2. 3-4-1 31
3-4-1 1 1. HO 2. HI 1. 2. HO HI 1. HO 2. HI Chi-square test 3. 3-4-1 1. 2. 3. 3-4-1 32
1. 1 HO 2 HI 2. 3-4-2 3-4-2 1. HO 2. HI 1. HO 2. HI 1. HO 2. HI T-test 3. T 3-4-2 T 3-4-2 33
1. 1 HO 2 HI. 2. 3-4-3 3-4-3 1. HO 2. HI Canonical Correlation Analysis 3. Factor Analysis 34
3-4-3 1. 1 HO 2 HI 2. 3-4-4 3-4-4 35
1. HO 2. HI One-Way ANOVA 3. 3-4-4 36
1. 1 HO 2 HI 2. 3-4-5 3-4-5 1. HO 2. HI 1. HO 2. HI 1. HO 2. HI 3. T 37
1. 2. T 3-4-5 Glynn1981Unger and Wandersman1982 Hughey and Bardo1984Mcmillan and Chavis 1986 1994 1995 Format 1994 Scale 38
Likert-Type Likert-Type 3-5-1 3-5-1 39
40
1 62 38 2 1 2 69 3 96 1 4 1 31 19 19 10 32 17 22 25 55 45 37 2 41
32 20 30 18 50 46 38 31 3 51 35 11 3 1 95 69 1 1 2 3 42
1 3 4 1 31 26 19 16 3 2 40 26 15 14 1 3 34 33 15 14 1 4 32 24 20 12 8 5 24 19 16 8 6 43
12 7 5 13 13 7 14 16 2 7 46 50 4-4-1 12 7 5 13 13 7 14 16 2 7 46 50 20 15 10 5 4-4-1 44
45
46
47
1 SWOT 2 2002 2003 3 48
4 5 1 2 3 49
2002 2005 50
. 1. 1994 2. 2001 3. 2003 4. 1995 32117-129 5. 1992 6. 1994 73-39-62 7. 2002 8. 9. 2002 3 p.1-14 10. Jean-Pieree Warnier2003 p32-53 11. uncan 2002 12. 2003 13. 2003 14. Philip Kolter2002 15. 2003 16. Philip Kolter2004 17. rmstrong 1999 18. 1992 19. 2003 20. 2002 21. Lind Gorchels, Edward Marien,and Chuck West,2004. 22. Phlip Kotler and Fermado Trias De Bes,2005. 23. 19952.19 51
24. 1998 342-73 25. 2003 ; 26. 2001 27. 2004 28. 2002 29. 1990 30. 1991 31. 2002 32.. Joseph H.and Jimmie T.Boyett2005 33. Philip Kolter2002 34. 1986 1881-133 35. 2002 36. 2003 37. 200310.22 38. 2004 p114-115 39. 2004.7 p146-196 40. 2004 41. 2004 42. 2004 43. 44. 2002 45. 2003 46. 2004 47.http://www.cca.gov.tw/creative/page/main_02.htm 48. 2002 http://home.kimo.com.tw/liutaho/ 1.Aaker,David1991,Management Brand Equity, First Edition,New York:Free Press 2.Armstrong, Gary2000and Philip Kolter, Marketing-An Introuction, Fifth ition, New Jersey:Prentice-Hall 3.Asiaweek, http://www.asiaweek.com/asiaweek/features/asiacities2000/ 4.Calantone,RJ. and Mazance,J.A.1991Marketing management and tourism. 52
Annals of Tourism Research,18,pp.101-109 5.Chambers,Richard1995,Harsha Chacko,and Robert Lewis, Marketing Leadership in Hospitality, New York:Van Nostran Reinhold,p.199. 6.Farquhare,Peter 1989,Management Brand Equity,Market ResearchSeptember 1989,pp.1-11. 7.Fournier,S.1998, Consumers and Their Brands: Developing Relationship Theory in Consumer Research,Journal of Consumer Research,Vol.24Mar,343-373 8.Judd,Dennis R.and Susan S.Fainstein 1999,The Tourist City, Yale University. 9.Keller, Kevin Lane1998,Strategic brand management :building,measuring,and managing brand equity,new Jersey:Prentice-Hall,Inc. 10 Kolter.Pand ArmStrong,G. 1994.,Marketing Management :Analysis,Planning, Implementation and Control.8th edn, Englewood Cliffs.NJ,Prentice-Hall 11.Kolter,Philip199,Donald H.Haider and Irving Rein,Marketing Places-Attracting Investment,Industry,and Tourism to City,States,and Nations,New York:Free Press. 53
54 7814088 1. 2. 3. 4. 5. 6.
55 7. 8. 9. 10. 11 12. 13. 14. 15. 16. 26. 27. 28. 29. 30.
56 7814088 1. 2. 3. 4. 5. 6. 7. 8.
57 9. 10.. 26. 27. 28. 29. 30. 1.2.3.4.5.
7814088 1. 2. 3. 4. 5. 6. 7. 8. 58
9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 59
60
61
62
48.69% 54.91% 57.57% 60.06% 48.59% 52.76% 47.34% 77.72% 82.12% 55.74% 74.92% 59.62% 54.66% 50.52% 63
64
65
66
67
68
69
70
71
72