In the current pluralistic societies, public policy-makings had to take into account various stakeholders as well as the social values. The research, based on the integrated public affairs management¡]PAM¡^ framework (Wang et al., 2004a) and place marketing strategy (Kotler, 1999), defined the applicable operational variables which includes three major factors of economical, social and political, and government, and nine derivative attributes, two situations of direct three-links between Taiwan and Mainland China, and status quo are used as the scenario. Altogether they will influence the stakeholders as decision-makers while deciding if they should invest, live, or work in Kaohsiung.
For research design, we employed three major multiple-attribute theories or methods for individual stakeholders¡¦information processing and integration, Information Integration Theory¡]IIT¡^, Analytical Hierarchy Process¡]AHP¡^, Simple Multi-Attribute Rating Technique¡]SMART¡^, and Rating. In particular, the way the information is integrated cognitively is empirically examined instead of assumed with the averaging model of the IIT (Anderson, 1991a), and the scale values (equivalent to the utility component in MAUT or AHP) and the weights are concurrently separated and measured as results of the examination. Such separation rendered measurement of the psychological weights with theoretical validity possible, and could be used as the standard so that weights measured with the other three methods are evaluated and compared.
Findings of the research are as follow, in the aspect of multiple-attribute weight measurement methods applied in the place marketing of Kaohsiung¡G
1. Among the three major factors, the most important is ¡§economic development¡¨, the second is ¡§government function¡¨, and then the third is ¡§social and political development¡¨.
2. For economic development, under the situation of maintain status quo, the most crucial derivative attribute is¡§ the level of economic globalization of Kaohsiung¡¨. The second one is ¡§the industrial structure of Kaohsiung city¡¨. The last one is ¡§the competitiveness of Kaohsiung Port and Airport project¡¨¡FUnder the situation of opening for three direct-links, the most crucial derivative attribute is still ¡§the level of economic globalization of Kaohsiung¡¨. The second one is ¡§the competitiveness of Kaohsiung Port and Airport project¡¨. The last one is ¡§the industrial structure of Kaohsiung city¡¨.
3. For the factor of social and political development, the most important attribute is ¡§the level of citizen participation in public affairs and the extent they influence public policies¡¨, the second is ¡§the public values and culture¡¨, the last is ¡§the operational mechanism of politics and election¡¨.
4. As for government function, the most essential attribute is ¡§the provision of public infrastructures¡¨. The second is ¡§the elected officials¡¦ perception of place marketing and capabilities of policy planning¡¨. The third is¡§the career officials¡¦ identifications for the elected officials¡¦ ambitions and abilities to carry out the place marketing policies¡¨.
5. The second group examinees think that direct-links has positive effects on the developments of Kaohsiung and most of them approve of the policy of three direct-links¡Fthe first group examinees have diverse opinions on it.
6. Based on PAM framework, we will sum up the problems of place marketing of Kaohsiung and brings out policy suggestions for Kaohsiung city.
In the aspect of Multiple-attribute weight measurement methods theory¡G
1. Take the weight parameters derived from IIT¡¦s averaging model as the standard, weights from rating¡BAHP and SMART are all theoretically valid. The theoretical validity of rating outperforms that of AHP, AHP outperforms that of SMART. Among the convergence validity or consistence of four methods, between rating and AHP with IIT¡¦s averaging model fit better in convergence validity, between SMART and IIT¡¦s averaging model don¡¦t.
2. All three models had fairly high predictability and notable for subjects¡¦ holistic judgments. The predictability of IIT is the a little bit higher than SMART, the third one is AHP, and the last one is rating.
3. For convergence, measured with accumulative weights derived from subjects selected 15-20 examinees randomly, IIT was better than SMART, and SMART was better than AHP.
4. In terms of perceived performance, degree of operational easiness and fondness, the three models are not significantly different. As for the degree of confidence, IIT outperformed AHP, and AHP outperformed SMART.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0706107-122337 |
| Date | 06 July 2007 |
| Creators | Dai, Ya-ming |
| Contributors | Ku-hung Lin, Jui-kun Kuo, Chen-huan Hsiung, Ching-chi Hsieh, Shih-shien Chang, Ming-sheng Wang, Hung-te Lu, Chun-ying Cho |
| 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-0706107-122337 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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