臺灣博碩士論文加值系統

目前觀光業已逐漸成為世界上最大的產業，以及經濟增長最快的行業之一。然而要在這個產業獲得成功，越南必須促銷國內觀光產業以及有效的宣傳策略，為越南觀光產業帶來利益。雖然觀光目的地的推廣策略強調投入效果以增加遊客的數量為目標，越南亟需致力於觀光目的地的推廣。本研究旨在檢測一項有效率的觀光目的地推廣策略之測量方法，本研究首先確認四項模型，描述四個具體決策類型，並藉由決策系統分析從中推導一個通用模型；其次，本研究發展一項基於決策支持機制，運用模糊層級分析法（Fuzzy AHP）來評估推廣策略的有效性。本研究發現在政府政策的推廣效率（PE）是最重要的因素，而且服務人員（內在美）比PE方面的客戶滿意度和長期策略的旅遊基礎設施（外部美感）更重要。關於目的地印象（DI），是專家們最關注觀光認知價值，其次觀光客滿意度以及最後為遊客忠誠度。最後，研究結果對觀光業者以及有助於學術知識的含意亦在本研究中討論。

Tourism is currently becoming one of the world’s largest industries and one of fastest growing economic sectors. To be successful in this industry, Vietnam must promote the tourism industry in the country and bring the benefits of effective promotional strategies to the tourism industry. Although tourism destinations have promotional strategies that are put into effects with the goal of increasing the number of visitors, destination promotional failures are inevitable in the Vietnam tourism industry. This study aims to determine an effective method of measuring the efficiency of promotional strategies for tourist destinations. This study first identifies four models, describing four specific decision types, and then derives a general model from them by using decision system analysis (DSA). Secondly, this study develops a rule-based decision support mechanism using fuzzy set theory and the Analytic Hierarchy Process (AHP) to evaluate the effectiveness of promotional strategies.. This study finds that the government policy is the most important factor for promotional efficiency (PE) and that the service staff (internal beauty) is more important than the tourism infrastructure (external beauty) in terms of customer satisfaction and long-term strategy in PE. With respect to the destination image (DI), experts are concerned first with tourist perceived value, second with tourist satisfaction and finally with tourist loyalty. Finally, the implications of the findings for tourism marketers and contributes to academic knowledge are also discussed in this study.

Acknowledgement i
摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
1.1 Background 1
1.2 Overview of Vietnam economic and tourism industry development 3
1.3 Problem of the Study 7
1.4 The objectives of this study 8
1.5 Organization of the Thesis 9
Chapter 2 Literature Review 10
2.1 Introduction 10
2.2 The definition of tourism marketing 11
2.3 Tourism marketing in developing countries 16
2.4 Promotion strategies of tourism 18
2.5 Factors of destination promotion 18
2.5.1Promotion activities 19
2.5.2 Destination attributes 24
2.5.3Destination image 29
2.6 The inquiry concerning coordination of all sectors in tourism industry 33
2.7 The effectiveness of promotional strategy of tourism 35
Chapter 3 Methodology 39
3.1 Introduction 39
3.2 Philosophical Perspectives 39
3.2.1 Positivist Research 40
3.2.2 Interpretive Research 40
3.2.3 Critical Research 41
3.3 Alternative Methods of Research 41
3.3.1 Quantitative Research 41
3.3.2 Qualitative Research 42
3.3.3 Mixed Research 42
3.4 Methodological Approach 43
3.4.1 Decision system analysis method (DSA) 43
3.4.2 Analytical hierarchy process method (AHP) 46
3.4.3 Fuzzy AHP method 52
Chapter 4 Result and discussion 60
4.1 Introduction 60
4.2 Decision system analysis (DSA) result and discussion 60
4.2.1 Promotion activities 62
4.2.2 Destination attributes 64
4.2.3Destination Image 66
4.3 AHP result and discussion 71
4.3.1 Main factors 71
4.3.2 Sub - factors of promotional activities 72
4.3.3 Sub–factor of destination attribute 74
4.3.4 Sub-factor of destination image 76
4.4 Fuzzy AHP result and discussion 78
4.4.1 Results of the first stage questionnaire 78
4.4.2Result of the second stage questionnaire. 82
Chapter 5 Conclusion and recommendation 87
5.1 Introduction 87
5.2 The selection of promotion activities and destination attributes in the tourism industry in Vietnam 87
5.3 The effectiveness of the promotional activities of tourism industry 89
5.4 Managerial implications 90
5.5 Academic implications 91
5.6 Research limitations 92
References.. 94
Appendix 1: Slogans and Logos of Vietnam’s Tourism 111
Appendix 2: AHP Questionnaire (English Version) 112
Appendix 3: AHP questionnaire (Vietnamese version) 121
Appendix 4: Fuzzy conclusion Questionnaire(English version) 129
Appendix 5: Fuzzy conclusion Questionnaire (Vietnamese version) 134

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