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研究生:賴俊魁
研究生(外文):Lai, Chun Kuei
論文名稱:以觀光建立國家品牌: 以台灣為例
論文名稱(外文):Nation Branding through Tourism: The Case Study of Taiwan
指導教授:姜家雄姜家雄引用關係
指導教授(外文):Chiang, Alex
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際研究英語碩士學位學程 (IMPIS)
學門:社會及行為科學學門
學類:國際事務學類
論文種類:學術論文
畢業學年度:103
語文別:英文
論文頁數:140
中文關鍵詞:國家品牌台灣觀光觀光政策觀光資源觀光行銷策略
外文關鍵詞:Nation BrandingTaiwanTourismTourism PolicyTourism ResourceTourism Marketing Strategy
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本研究旨在探究國家品牌建立的過程,其中國家品牌的探討包含品牌的建立者、行銷與宣傳的管道,觀光產業為研究重點,並以台灣為研究個案,探討台灣如何以觀光建立其國家品牌。
本研究採用內容分析法與質性訪談分析,以台灣觀光局與外國旅客作為研究對象,並與台灣在觀光上有密切關連國家與地區 (包含中國、日本、香港、南韓)的觀光發展策略相比較。研究探討國家如何以觀光建立其國家品牌,透過其觀光政策、觀光資源的整合,以及觀光行銷與宣傳策略。此研究結果顯示,台灣在其觀光資源並不匱乏,但相較之下,在觀光行銷策略上較為不足。在效益評估方面,自2008年到2014年,台灣在觀光人數與收益以及國際觀光競爭力排名上並無明顯的增長。自與外國旅客的訪談中,此研究也歸納出台灣以觀光建立國家品牌上的數項特色與長短處。最後,根據此研究之研究結果,提出對國家觀光品牌建立者與其觀光政策實施、觀光資源整合、行銷宣傳策略等方面,提出具體建議。

Main research purpose of this thesis focuses on the process of construction on nation branding. The discussion of nation branding includes the brand organizers and the access of marketing and promotion. The research focus of nation branding focuses on tourism industry and Taiwan tourism as case study to discover how Taiwan construct Taiwan Brand through tourism industry.
This thesis adopts Document Analysis and interview of qualitative analysis and officials from Taiwan Tourism Bureau and foreign tourists as interviewees. By comparison with East Asian countries with closer relations on tourism development with Taiwan (such as China, Japan, Hong Kong and South Korea), this thesis discusses what strategies and how those countries construct their nation branding through implementation of tourism policy, integration of tourism resource, and promotion of tourism strategy. As the research result has shown by comparison Taiwan did not lack of tourism resource, but there are still some space for improvement on the promotion strategies. On the evaluation of national brand, during 2008 to 2014, tourism development Taiwan did not have prominent growth on the number of international tourist and revenue as well as the international ranking on tourism competitiveness. From the interview with foreign tourists, this thesis finds that several disadvantages and disadvantage of Taiwan on the construction of Taiwan Brand through tourism industry. Finally, based on the research result and finding this thesis provides suggestions toward nation branding organizers in aspects of implementation of tourism policy, integration of the tourism resource, and promotion of tourism marketing strategies.

Chapter I Introduction 1
1.1 Introduction 1
1.1.1 Motivation
1.1.2 The Importance of this Research
1.1.3 Research Purpose
1.1.4 Problem Statement
1.1.5 Research Scope
1.1.6 Research Limitation
1.2 Literature Review 7
1.2.1 Construction of Nation Branding: Factors and Strategies
1.2.2 Nation Branding and Tourism Industry in Regional Development
1.2.3 Taiwan Brand: Adopting Tourism to Build Nation Branding
1.3 Research Methods 16
1.3.1 Research Approach and Method
1.3.2 Data Collection
1.3.3 Research Framework

Chapter 2 Construction of Nation Branding: Reason, Factors and Strategies 19
2.1 Reasons to Promote Nation Branding 21
2.2 Factors on Nation Branding 24
2.2.1 Nation Branding Hexagon
2.2.2 Nation Branding through Tourism Industry
2.3 Strategies of Countries on Nation Branding 33
2.3.1 Strategies of Nation Branding in Asia-Pacific Countries
2.3.2 Strategies of Nation Branding through Tourism Policy
2.3.3 Strategies of Nation Branding through Tourism Resource
2.3.4 Strategies of Nation Branding through Tourism Marketing Promotion

Chapter 3 Nation Branding and Tourism:
Strategies of East Asian Countries 43
3.1 China 46
3.1.1 Tourism Policy
3.1.2 Tourism Resource
3.1.3 Tourism Marketing
3.1.4 Tourism Analysis
3.2 Japan 55
3.2.1 Tourism Policy
3.2.2 Tourism Resource
3.2.3 Tourism Marketing
3.2.4 Tourism Analysis
3.3 Hong Kong 63
3.3.1 Tourism Policy
3.3.2 Tourism Resource
3.3.3 Tourism Marketing
3.3.4 Tourism Analysis
3.4 South Korea 71
3.4.1 Tourism Policy
3.4.2 Tourism Resource
3.4.3 Tourism Marketing
3.4.4 Tourism Analysis

Chapter 4 Case Study: Branding Taiwan through Tourism Industry 83
4.1 Policy Analysis: Tourism Policies of Taiwan Tourism Bureau from 2008-2014 85
4.1.1 The Year of 2008-2009: Development Vision for 2015: First-Stage Three Year Sprint Program
4.1.2 The Year of 2010-2012: Project Vanguard for Excellence in Tourism
4.1.3 The Year of 2013-2014: Continued the Project Vanguard for Excellence in Tourism
4.2 Tourism Resource 91
4.2.1 Information of Domestic Tourism Resource
4.2.2 Establish Transportation Network
4.2.3 Construct the Platform of Accommodation
4.3 Tourism Marketing Strategy 98
4.3.1 Discover Taiwan
4.3.2 Attractions
4.3.3 Festivals &; Taste of Taiwan
4.3.4 Special Interests
4.4 Analysis on the Taiwan Brand 108
4.4.1 Evaluation from the International Ranking
4.4.2 Evaluation on Domestic Growth on Tourism Development
4.4.3 Evaluation on Tourism Strategies
4.4.4 Evaluation from Tourist Aspects

Chapter 5 Conclusion 123
5.1 Conclusion 124
5.1.1 The Objective of Tourism Policies
5.1.2 The Integration of Tourism Resources
5.1.3 The Promotion of Marketing Strategies
5.2 Suggestion 126
5.2.1 The Objective of Tourism Policies
5.2.2 The Integration of Tourism Resources
5.2.3 The Promotion of Marketing Strategies
5.2.4 The Construction of Taiwan Brand

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