Traditionally speaking, some firms believe that great brand awareness will affect consumers¡¦ purchasing intention and bring much more profit in returns. Hence, a large number of entrepreneurs are spending a tremendous amount of capital on enhancing their brands and brand awareness but they often ignore the importance of word-of-mouth communication on internet. Recently, the internet has become much more popular and common than decades ago and such channel has changed consumers¡¦ purchasing habits. In fact, there are more consumers who share their experience on those products and services that they have used through internet. Furthermore, there are also more consumers who use internet to receive the information that they need for specific products and services. Thus, the importance and effectiveness of ¡§word-of-month of communication¡¨ on internet are much more important than the traditional ¡§word-of-mouth communication¡¨. This research study will be focused on hotels in Kenting area to discuss the effectiveness of purchasing intentions based on the brand awareness of that hotel and messages from the word-of-mouth communication on internet. More importantly, this research study will use customers¡¦ involvement as moderators to further understand the relationships between brand awareness & purchasing intentions, and word-of-mouth communication on internet & purchasing intentions. This research study has chosen two hotels in Kenting area. One hotel has high brand awareness while the other one has low brand awareness. This dissertation has also conducted on-line research based on their word-of-mouth communication on internet and the questionnaire participants are customers who have been to Kenting hotels. After collecting all data, this research has discovered that a hotel¡¦s brand awareness will affect customers¡¦ purchasing intentions. In other words, higher the brand awareness, more purchasing intentions from consumers. In addition, messages from word-of-mouth communication on internet will also affect customers¡¦ purchasing intentions. When the word-of-mouth communication on internet is negative, there will be fewer customers with lower purchasing intentions. Yet, the messages from word-of-mouth communication on internet will have higher effectiveness than the brand awareness of that specific hotel. Nevertheless, consumers¡¦ involvement will not affect the brand awareness, word-of-mouth communication on internet, and purchasing intentions. Last, the conclusion of this research study will provide some practical recommendations for hotel owners. Key words: brand awareness, word-of-mouth on internet, customers¡¦ involvement, and purchasing intentions.

In Chinese language, the smallest meaningful unit is a word which is composed of a sequence of characters. A Chinese sentence is composed of a sequence of words without any separation between them. In the area of information retrieval or data mining, the segmentation of a sequence of Chinese characters should be done before anyone starts to use these segments of characters. The process is called the Chinese word segmentation. The researches of Chinese word segmentation have been developed for many years. Although some recent researches have achieved very high performance, the recall of those words that are not in the dictionary only achieves sixty or seventy percent. An approach described in this paper makes use of the linear-chain conditional random fields (CRFs) to have a more accurate Chinese word segmentation. The discriminatively trained model that uses two of our proposed feature templates for deciding the boundaries between characters is used in our study. We also propose three other methods, which are the duplicate word repartition, the date representation repartition, and the segment refinement, to enhance the accuracy of the processed segments. In the experiments, we use several different approaches for testing and compare the results with those proposed by Li et al. and Lau and King based on three different Chinese word corpora. The results prove that the improved feature template which makes use of the information of prefix and postfix could increase both the recall and the precision. For example, the F-measure reaches 0.964 in the MSR dataset. By detecting repeat characters, the duplicated characters could also be better repartitioned without using extra resources. In the representation of date, the wrongly segmented date could be better repartitioned by using the proposed method which deals with numbers, date, and measure words. If a word is segmented differently from that of the corresponding standard segmentation corpus, a proper segment could be produced by repartitioning the assembled segment which is composed of the current segment and the adjacent segment. In the area of using the conditional random fields for Chinese word segmentation, we have proposed a feature template for better result and three methods which focus on other specific segmentation problems.

The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community is aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feels that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research / Thesis (M.Com. (Tourism)--North-West University, Potchefstroom Campus, 2009.

Thesis (M.A.)--West Virginia University, 2001. / Title from document title page. Document formatted into pages; contains vii, 86 p. Includes abstract. Includes bibliographical references (p. 71-76).

Thesis--Bonn, 1977. / Extra t.p. with thesis statement and vita ([3] p.) inserted. Includes bibliographical references (p. 9-37) and index.

Thesis--University of Basel, 1972. / Text in English. Covers place-names using thorp as prefix, suffix, or separate word. Includes indexes. Vita. "Works consulted": leaves viii-xxxix; "Sources": leaves xl-lxiii.

Thesis (Ph.D.)--University of Central Florida, 2009. / Advisers: Wilfred Wienke, Cynthia Pearl. Includes bibliographical references (p. 225-254).

Proefschrift - Groningen. / Includes bibliographical references.

Thesis (D. Min.)--Erskine Theological Seminary, 2002. / Abstract. Includes bibliographical references (leaves 146-150).

Thesis (Ph. D.)--University of Oregon, 2003. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 115-119). Also available for download via the World Wide Web; free to University of Oregon users.