To enhance the living quality and tourism, Taiwan government encourages countries and cities to held more colorful activities of local festivals, which can draw a big crowd of foreign sightseers and prosper local economy. Taiwan is abundant in folk cultures; therefore, most local governments is actively promoting some place marketing programs rich in local characteristics, such as ¡§Love River Lantern Festival¡¨, ¡§Tungkong Tuna Cultural Festival¡¨, ¡§Machu Cultural Festival¡¨, ¡§The Yenshui Fireworks Festival¡¨, and ¡§Chamomile Blooming Season¡¨. The above cultural activities are well known not only islandwide but also worldwide.
For the past few years, Kaohsiung City government has been deliberately shaping the city with ¡§water¡¨ and ¡§light¡¨. Love River is generally acknowledged as the most representative symbol of Kaohsiung. Nowadays, Kaohsiung has become one of the most beautiful cities in Taiwan and Love River should take most of the credits. Besides, this successful city marketing experience of Kaohsiung now is the legend in Taiwan.
This study is based on two theories¡Ð¡§Place Marketing Theory¡¨ and ¡§City Image Theory¡¨. By reviewing lots of literature, summarize some factors, criteria, and alternatives that may be related to Love River environmental image. Then, through in-person expert interviews and questionnaire survey, apply AHP (Analytic Hierarchy Process) to sort out the priorities of the factors, the criteria, and the alternatives. The outcomes are as follows:
1.The priorities of the three factors on the second layer are¡Ð¡§Specific Architecture Clusters¡¨ goes first, ¡§Blue & Green Belt System¡¨ second, and ¡§ Traditional Cultural Festivals¡¨ last.
2.The priorities of the twelve criteria on the third layer are¡Ð ¡§River-Bank Facilities¡¨ goes first, ¡§Culture Heritage And Historic Sites¡¨ second, ¡§Riverfront Parks¡¨ third, ¡§River Channels¡¨ fourth, and ¡§Bridges¡¨ fifth.
3.The priorities of the three alternatives on the fourth layer are¡Ð ¡§The symbol of Kaohsiung Area¡¨ goes first, ¡§Promotion Of Local Tourism and Food & Drink Industry ¡¨ second, ¡§Love River Carnival¡¨ last.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0630105-144855 |
| Date | 30 June 2005 |
| Creators | Cheng, Meei-yuan |
| Contributors | Tsuang Kuo, Iuan-yuan Lu, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0630105-144855 |
| Rights | unrestricted, Copyright information available at source archive |
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