ֻ2जֻ4௹੪Ⴓંฆ୍8ᄅTourismForumAug.,2009[ݓ࠽੪Ⴓ࣮]ݓຓ੪Ⴓଢֹ֥இ߄ଽݤ࣮ሸඍX盖玉妍1,王鉴忠2(1.ն৵ቂ࿐ჽࣜ࠶ܵ࿐ჽ,ୡն৵116600;2.ୡն࿐۽അܵ࿐ჽ,ୡն৵116600)[ᅋ`ေ]੪Ⴓଢֹ֥இ߄൞୍֥࣍ಣ࣮ׄ໙ี,൞,֞ଢభູᆸ,੪Ⴓଢֹ֥இ߄ଽݤ֥ࢸק၂ᆰಌك၂ᇁྟb๙ݖؓݓຓஇ߄࣮ਵთ֥໓ང൸,ؓஇaଢֹ֥இ߄֥ۀaหׄࠣႋᇿၩ֥໙ีࣉྛਔٳ༅,ၛ௹ؓ੪Ⴓଢֹ֥இ߄ଽݤ֥ࢸקิ܂ჰᄵ၇ऌb[ܱՍ]இ;੪Ⴓଢֹ֥இ߄;ଽݤ;ሸඍ[ᇏٳোݼ]F591```[໓ངѓ്]A```[໓ᅣщݼ]1674-3784(2009)04-0595-05``இ߄൞൧ӆႏཧਵთᇏ֥໙ีᆭ၂bஇ߄໙௴ђbପહ,இބஇ߄ۀ൞ڎ၂ᇁ,ؽᆀ൞ڎॖี50୍భֻ၂Ցԛགྷᄝ൧ӆႏཧ໓ངᇏ,ሱՎၛު,ၛཌྷูս?ؓᆃ۱໙ี֥߭ճླေՖஇ࣮ष؟ඔ࣮ࠢᇏႿཨٮӁ൧ӆ֥இ߄໙,ีଢֹ֥bஇ߄࣮ᆺ൞ᄝቋ࣍Ҍԛགྷ,ཌྷܱ࣮໓ᅣࢠഒbஇ߄֥࣮აؓஇ֥࣮൞ᆰࢤཌྷܱ֥bૅؓଢֹ֥இ߄࣮֥ಌكބoໃট֥൧ӆႏཧࡼ൞ݓ൧ӆႏཧླྀ߶קၬჴ߶Ϝஇקၬ:ູஇ൞၂இᆭᅞpaoଢֹ֥ࡼ൞੪Ⴓြቋն֥இpᆃোܴᇕӫaඌეaѓ࠺aژݼࠇഡ࠹,ࠇ൞ૌ֥ቆކᄎׄ൞҂၂ᇁ֥bࣂ฿֥੪ႳᆀၘࣜႵ۷؟֥࿊ᄴಃ,Ⴈ,ఃଢֹ֥൞ࢹၛяಪଖ۱ཧ൲ᆀࠇଖಕཧ൲ᆀ֥ॖ܂ૌ࿊ᄴ֥੪Ⴓଢֹ֥٤ӈ؟,ᄝႚ֥ࠪ੪Ⴓ൧Ӂࠇڛༀ,ѩᆭࣩᆚؓ൭֥Ӂބڛༀљषӆᇏ,ଢֹ֥ᄀটᄀಸၞФูս,ေቓ֞ҵၳ߄ޓ,টbႏཧ࿐ࡅ٣০௴c॓หীಪູஇ(brand)൞o၂ᄝᆃᇕ౦ঃ༯,੪Ⴓଢֹ֥ೂޅຂ႖طԛ,་ႄଢѓᇕӫaඌეaѓ്aژݼࠇഡ࠹,ఃଢ֥൞ေሱ࠭ܤग़,ࠆ֤۷؟൬ೆၛಒЌࣜ࠶ᄹӉ?ׅ֥ࣜ൧ӆႏ֥ӁࠇڛༀљႿࣩᆚᆀp[2]b॓หীބGerterิཧંᆷཟӮۿ֥இ߄ᅞ[1]bԛஇ҂ࣇٳӁބսіਔࡎᆴӵ୶,طࠗؿྐಖطೂJevons෮ඪ,ቋࠎЧ֥໙ีӈӈໃФaߒఏ౦ۋބ՜ཨٮᆀྛູb॓หীലӫ္ྸህܱᇿ,ૌ൞ڎ֤હ൞ଢֹ֥இ,ଢֹ֥இြ൧ӆႏཧದჴቋაᇙ҂֥ି৯ࣼ൞Էᄯaົa߄൞હ?ೂ੪Ⴓᇏ֥ૄ၂۱ྍۀ၂ဢ,੪ႳଢЌބิശսіཧ൲ᆀބᇅᄯᆀ֥இb૭ඍஇֹ֥இ߄֥ۀ္թᄝࠁཪbбೂᄝ੪Ⴓଢֹ֥൞ᇔೂ၂֥ӵ୶,Ԯ־ཨٮᆀ၂ק֥หᆘbՖഈඍ࣮ᇏஇ߄ࣜӈބྙའࣜӈཌྷࠁཪb൞,ଢభູਆ۱ቋ௴ђႨ֥קၬॖၛुԛ,ؽᆀಪູஇ൞ᆸ,੪Ⴓଢֹ֥இ߄ۀ֥࣮ಯಖФದޭ൪bၹ၂ቆሱ࠭ӁބڛༀљႿದ֥ѓᆽ,൞ఒြՎ,ླေؓᆃ۱ۀ֥ଽݤࣉ၂֥҄я༅ބૼಒbႚႵ֥၂ᇕྙሧӁ,இՖЧᇉഈඪીႵൌྙ``၂aஇބஇ߄ۀླေ๙ݖൌᄛุটุགྷ,இ҂ࣇսіሢӁࠇؓஇ߄໙ี֥࣮Ⴟؓ܄ඳஇ߄ބڛༀڛༀ֥ۿିඋྟބྙའေ,ൈّႋਔཨٮᆀหႵஇ߄֥࣮b൞,Ӊ௹ၛট,ؓஇ߄֥ۀ၂ᆰ֥ྏඋྟbթᄝ༂ࢳބ༂Ⴈbஇބஇ߄ۀ֥ࠁႨགྷའٳෛሢؓஇ࣮֥҂؎ധೆ,࿐ඌࢸؓஇ߄໙X[൬۠ರ௹]2009-03-15[ቔᆀࡥࢺ]ۂზ(1975-`),୯,ޑࡾն౩ದ,ն৵ቂ࿐ჽࣜ࠶ܵ࿐ჽࢃഽ,ଲषն࿐੪Ⴓܵህြ07ࠩѰൖ࣮ള,࣮ٚཟ:੪Ⴓڛༀܵ;ᇑ(1964-`),ଳ,νߪದ,ୡն࿐۽അܵ࿐ჽڬ࢝൱,Ѱൖb595
ี֥࣮ބൌြࢸؓஇ߄֥ေರࡶཁbஇ߄൞੪Ⴓଢֹ֥இ߄֥ေᄪၘФิԛ[8]b20ൗ࣮ԮഈࠢᇏႿӁஇ,࣮؟ࠢᇏႿ၂ࡅ܄ඳࡀ90୍սު௹,੪Ⴓଢֹ֥இ߄ቔູ၂۱࣮ᇶӁቆކᇏఃᇏ၂ཛӁ֥Ⴕหྟbಖط,ॹэีԛགྷb1997,୍ᄝૅݓ֥જέૡ,၂ུҕࡆૅݓ൧۪aᇯࡶᄹ؟֥ڛༀѓሙބರࡶࡨഒ֥இᇑӴսіӆႏཧ॓࿐୍߶֥੪Ⴓ൧ӆႏཧਵთ֥࣮ᆀษંਔࣂ฿֥൧ӆ,ᆃུ֝ᇁ܄ඳஇ߄Ӯູ၂۱ᅞྟਔଢֹ֥இؿᅚ֥໙ีb1998୍੪ྛބ੪Ⴓ࣮֥൧ӆ۽ऎ[3]b܄ඳஇ֥ༀ൞ᄝაᆟکaࣁವ҆ླྀ߶(TTRA)ֻ֥29ࢽ୍؇࣮ն߶֥ᇶี൞o੪aস৯൧ӆބ၂Ϯഠ߶ࣉྛ๙֥ൈީิۚॖྐྛ൧ӆஇ߄pbૅݓ֥ࠫ۱ᇜބӬ൧֥இ߄σ২؇bቆᆮࡎᆴaނྏࡎᆴބڸࡆࡎᆴܒӮਔ܄ඳஇބఃݓࡅஇ֥σ২ᄝᆃࢽն߶ഈູܼԮѬb1999֥ࠎԤbૌᆭࡗ֥ཌྷቔႨྙӮਔ܄ඳஇ֥ࡎᆴ୍oࡌರ൧ӆႏཧ௹़p(uJournalofVacationԷᄯݖӱ[4]b܄ඳஇ߄ିܔఒြϜ჻ࣟބᆜ۱ቆMarketingv)ԛϱਔ၂௹ห़,ᇶีູoଢֹ֥இᆮ֥໓߄ቔູ֥หྟ֥၂҆ٳ[5]bഈඍׅ֥܄߄pbྍత୍ᄪ௹,ႮMorganetalщࠠԛϱਔoଢ֥ඳஇ߄࣮ෙಖીႵૼಒֹ۳ԛ܄ඳஇ߄֥קֹஇ߄p၂[9]b2003୍ၛު,Ⴕܱଢֹ֥൧ӆႏၬཧ֥ᇛ௹ྟ֥ؿі़ᇶေᇁ৯ႿษંྙའྙӮ,൞ಏᆷૼ܄ඳஇ߄აӁஇ߄ཌྷб۷ऎႵᅞၩၬb܄ඳஇ߄ࢲކਔ܄ඳᅞa܄ඳԮѬބࡎbᄝᆃٚ૫,ህࡅૌФဤ౨Ֆଢֹ֥൧ӆႏཧ֥ൌ܄ඳ໓߄,൞ܱ༢֞܄ඳ෮Ⴕ֥০ၭཌྷܱᆀ֥၂ཛӉ൪࢘ษંஇބྙའ֥ܱ༢໙ีb௹ᅞbෙಖ,ଢֹ֥இ߄໙ีཌྷؓটඪбࢠྍ[10],ᄝؓڛༀ߄இ֥࣮؟ඔఏႿڛༀஇაӁᆃ۱ਵთ֥࿐ඌ࣮Ҍېېष,oஇpބoஇ߄pஇ֥ҵၳ࣮bԛགྷࠇᆀᄝޓ؟࣮ᇏิ֞ݖ,൞ؓႿଢֹ֥இDobreeބPageิԛਔႵིڛༀஇ߄֥5۱҄ᇧ:(1)ิԛ၂۱இᇶᅦ߄ۀ֥࣮ߎ҂Ӯඃ,ૄ၂໊࣮ᆀࠇᆀՖ۲ሱ֥;(2)क़ڛଽ҆ᅰθ;(3)۴ऌԮ־টޙਈஇᇶᅦ࣮ਵთԛؿؓଢֹ֥இ߄ࣉྛۀࢸק,ࠇᆀᆰ;(4)ӻ࿃ڿࣉࢤࢹႨஇ֥ۀ,ᄝ࣮ਵთಌഒ၂ᇁ,ྟᆃ၂ٚ;(5)ঔᅚ[6]bDechernatonyބRileyᄝ၂קӱ؇ഈฐษਔႵྙӁஇ߄ބڛༀஇ߄,Ⴍః൞აࣁವ૫ႵᇹႿঔᅚ࣮֥൪,့൞ᄝۀࢸקഈ֥ࠁڛༀཌྷܱ֥இ߄໙ีbૌሹࢲ,ؓ෮Ⴕ֥Ӂބಸၞ֝ᇁනົࠁ,ࢌੀᅰθ,҂০Ⴟ࿐ඌ֥නॉބڛༀط,இ߄֥ჰᄵᄝۀഈ൞܋,֥இсิശ,ൈ္҂০Ⴟᆷ֝ଢֹ֥இ߄֥ൌ࠽ᄎቔބྶିቔّູ႘၂༢ਙႮ܄ඳ෮Էᄯބཨٮᆀۋᆩ֞ܵbགྷႵؓଢֹ֥இ߄ۀ֥࣮ᇶေЇওၛ༯֥ۿିބ౦ۋࡎᆴ֥୧ջbڛༀஇაܤग़Ⴕྸ؟ܴׄ:ࢤԨׄBlainetal.ಪູଢֹ֥இ߄֥ൌྛࣜӈཋႿ,Ֆط૫ਢሢڛༀᇉਈ҂໗ק֥໙,ีᆃླေѓ്ഡ࠹ބܼ[11]b۷ݺ֥ބ۷ष٢֥ଽ҆๙ࡆၛڿࣉ[7]bMilliganіൕଢֹ֥இ൞oљႿљದބՖၛഈܴׄૌॖၛुԛ,இ(brand)ՖЧᇉหљp,ᇶေ൞ᆷӁބଢֹ֥ק໊bഈඪ൞ཧ൲ᆀູܓઙᆀӉ௹ิ܂֥၂ቆหק֥หׄaHankinson૭ඍଢֹ֥இ൞ܱ༢,ѩሹࢲᆃ০ၭބڛༀ,൞ཨٮᆀაஇӫཌྷܱ৳֥၂ቆඋྟུܱ༢ູଢֹ֥ྙའބཨٮᆀሱྙའ֥,இބ৳མbࡎᆴa໓߄a۱ྟa౦ۋູஇ֥ނྏࠎԤbطބཨٮᆀ,ཨٮᆀླބஇའᆘࡎᆴބۿିඋஇ߄ՖЧᇉഈඪ൞၂ᇕႏཧᅞ,൞இᇶุࡹ৫ྟ֥bHankinsonሹࢲ֥ᆃུܴׄᇶေაڛༀሱ֥࠭இ,ѩؓఃஇሧӁࣉྛႵིࣜႏ֥ݖӱbஇཌྷ,ܱႮႿڛༀࢤԨ֥ނྏေ൞ჴ۽ބཨٮᆀ֥இ߄(branding)൞ڮჍӁބڛༀ၂ᇕஇ෮ऎ,ཨٮᆀᄝڛༀളӁᇏϲဆ࢘,ၹՎ,ڛༀఒြႵ֥ି৯֥ݖӱbၹՎ,இაஇ߄ᄝႨഈ๙ݖູཨٮᆀิ܂ᆞ૫ູ֥ࣜؿᅚܱ༢ิ܂ਔ၂҂ିࠁཪb۱ࠏ߶[12]b``ؽa੪Ⴓଢֹ֥இ߄֥ۀCaiಪູଢֹ֥இ߄Їও๙ݖᆞ૫ྙའյᄯ࣐ܵᄝ੪Ⴓބࢤրြཌྷܱ໓ངᇏીႵ൳ܱ֞ᇿ,ಪᆩބљ၂۱ଢֹ֥֥၂ᇁஇေ֥࿊ᄴބᅞ596
ቆކbᆃུေোරႿཨٮӁ,Їওඌეaӫaॖ॥֥ޡܴߌၹbֹᆑaݚaࠥѨބఃࣩᆚྟѓ്aߪѓaഡ࠹aའᆘa१ݼaґaЇልaࡹᇽaႆ֥ᆟکᆟҦၛࠣॣ҇༛ࠌିߊ੪Ⴓ൬ೆbဢൔaജ႕ڄ۬ၛࠣԮaეaപ߅ބԮఅ֩bൈ,੪Ⴓଢֹ֥இ߄сྶေॉ੮֞০ၭཌྷܱMorganetal.ಪ఼ູ൝֥ଢֹ֥இऎႵپڶᆀླေ֥ҵၳb০ၭཌྷܱᆀॖି൞ଽ҆০ၭཌྷܱᆀ,֥o౦ۋၩၬp,ऍն֥ؓ߅ࡎᆴބູమᄝ੪Ⴓᆀิ܂бೂ܄/൧,ఒြ/ᇶܵࠏܒބૂุᆃဢ֥႕ཙਔۚყ௹[13]bᆀ,္ॖି൞ຓ҆ᆟک,٤ᆟکቆᆮ,ఒြࠇ႕ཙBlainetal.๙ݖ໓ང࣮ቓԛਔؓ੪Ⴓଢֹ֥ᆀ[15]b֒ॉ੮֞ଽ҆০ၭཌྷܱᆀൈ,Ԯa܄ࡎᆴஇ֥၂۱ሸކྟ֥קၬ:ܴaႪ༵ಃ,܄֥ࢨҪބᇕቂౠཟေॉ੮[16]bᇀஇ߄൞၂ቆ൧ӆႏཧࠃ:(1)ᆦӻ၂۱ӫ,Ⴟॖି႕ཙࠇؓଢֹ֥இ߄Ⴕ܊ང֥ຓ҆০ၭཌྷའᆘ,ߪѓ,ሳุࠇఃྙ֥Էᄯࠃ,ၛ്љࠇܱᆀ,ჰᇾݓ႕ཙ,ଢֹ֥Ӂቆކ,ิ܂ژކݓٳ၂۱ଢֹ֥;(2)ᇔೂ၂ֹԮղ၂۱ອ֥ა࠽ѓሙᇉਈ֥ି৯,ڛༀԮ־ބྐ༏൞ေॉ੮֥ၹ၂۱ଢֹ֥৳༢ᄝ၂ఏ֥੪Ⴓ֥ࣜ௹ຬ;(3)ႵᇹbᇶܵࠏܒႋିषຉགྷႵຩ,ࠇᆀᄝᇶေ֥০ၭႿ܇ܥބᄹ఼Ⴓग़აଢֹ֥ᆭࡗ֥౦ۋ৳༢;(4)ࡨཌྷܱᆀބ႕ཙᆀࡗࡹ৫৳ૐބކࠄܱ༢ၛᄹࡆഒཨٮᆀෆ࿙ӮЧބॖۋᆩ֥ڄགb෮ႵᆃུࠃႵஇࡎᆴ[17]bᇹႿյᄯ၂۱ଢֹ֥ྙའ,طᆃ߶႕ཙཨٮᆀؓଢ֥(ؽ)੪Ⴓଢֹ֥இ߄֥၇ঠྟֹ֥࿊ᄴb੪Ⴓଢֹ֥Ӂؓڛༀ֥၇ঠྟ٤ӈն,ڛༀॖMelodenaಪູଢֹ֥இ߄ൌ࠽ഈ൞հႨਔၛቔ്ູљଢֹ֥֥ေᆭ၂,ڛༀॖၛᄹࡆஇࡎՍ,ൌ࠽ഈ൞ܱႿದ֥இ߄໙ีbႮႿֹഈҵᆴ[18]bಖط,ڛༀ၇ঠႿದbෙಖ۲ᇕ҂֥ԮѬ۽ၳൌ࠽ഈбࢠཬ,෮ၛ,ֹ֒ದսіਔ၂۱ֹ,ՖଖऎॖၛႨቔԮ־ଢֹ֥ק໊,ఃᇏቋႵི֥ٚൔ൞ᇕၩၬഈඪ,ंᇾᄝֹ֥֒ದ֤ᆃ۱ֹٚ၂ଢֹ֥֥ದbૌҕაڛༀݖӱ,႕ཙஇ৳མ,Ϻᇹؽ[14]bཨٮᆀྙӮؓஇ֥౦ۋ၇৾[19]bഈඍؓଢֹ֥இ߄ۀ֥ࢸק؟ඔअཋႿႵၹՎ,இ߄๙ӈсྶႿଢֹ֥֥ದ֥ሱݷྙӁބڛༀஇ֥ۀٓԐ,ીႵౢ༉ֹࢸקԛቔۋbሱݷۋФಪູ൞ቋն֥౺ၹbؓ၂۱ଢֹູ֥ଢֹ֥இ֥หඋྟ൞હ,ଢֹ֥இ߄აႵ֥ࣜބ֥ದ֥ᆞ૫৳མႵᇹႿྙӮᆞ૫֥१ྙӁބڛༀஇԷࡹႵଧུ҂,૫ਢ֥Ⴕ็З࿆Ԯ,ᆞ૫֥१З࿆Ԯ߶ᄹࡆଢֹ֥இྙའ,Ⴕᅞ൞હ?Blainetal.֥קၬ൞ଢభࢠູಆ૫֥ۀᇹႿଢֹ֥இ߄ଢѓ֥ղӮ[20]b,ԛਔ੪Ⴓଢֹ֥இ߄ႋ࿖֥ᇶေჰᄵބՎຓ,੪Ⴓଢֹ֥இ߄ؓཨٮᆀaఒြބᆟکଢ֥bMelodenaෙಖીႵ۳ԛଢֹ֥இ߄֥ౢ༉ڛༀႵޓ఼֥၇ঠྟbၹՎ,ଢֹ֥இсྶିژࢸק,൞ิԛਔoದpᄝଢֹ֥இ߄ݖӱᇏ֥ܱކཨٮᆀ֥ླေbࠎႿଢֹ֥උྟ֥ྙའླေაཨٮֹ໊,ॖၛႄؿૌ۷؟֥නॉbᆀۋᆩބሱྙའཌྷژކbBuhalisಪູଢֹ֥இ``a੪Ⴓଢֹ֥இ߄֥หׄ߄൞၂ཛگᄖ֥ༀ;ЇওᄝЌӻཌྷܱ֥ࠫ۱০ၭ੪Ⴓଢֹ֥இ߄ᇶေႮֹٚބଢֹ֥൧ӆႏཌྷܱᆀࡎᆴ֥ൈิଢֹ֥ܼ֥ٗႵྙބྙ֥ཧં,ڛༀaӁaሧቆކބ܄ඳஇ߄ᅞؿᅚඋྟ[21]bطটb൞གྷႵ֥இ߄ॿࡏ҂ିᆰࢤႋႨႿଢֹ֥()੪Ⴓଢֹ֥இ߄֥अཋྟ࣮,ᇶေ൞ၹູ੪Ⴓଢֹ֥இ߄ऎႵሱ֥࠭หCaiಪູo҂ཞׅ֥Ӂބڛༀ,ଢֹ֥இׄb֥ӫཌྷؓطФଖ၂ֹֹ֥ٚӫܥקਔpbֹ(၂)੪Ⴓଢֹ֥இ߄֥گᄖྟؓ੪Ⴓଢֹ֥இႵޓնቔႨ,൞ᄝ؟ඔ౦ঃ༯੪Ⴓଢֹ֥இ߄ᆭ෮ၛگᄖ൞ၹູ၂۱ଢ֥҂ିބ੪Ⴓ൧ӆഈ֥ק໊ුᆰࢤ৳༢ఏটbᆺႵᄝֹ֥Ӯۿ҂ࣇ၇ঠႿॖ॥֥ັܴၹط၇ঠႿ҂ޓഒ֥౦ঃ༯ֹିФڿэၛᄹࡆؓႳग़֥་ႄ৯,597
бೂElstonᄝ30୍սڿູԊশ฿ถ[22]bಖط,ֹٚஇ߄ؿᅚቋݺ֥൞ᄝ੪ྛބ੪Ⴓਵᄝ၂۱Ⴕܱຯغൖ֥σ২࣮ᇏ,Pritchardބთ,Ֆᆃ۱࢘؇টඪ,ֹٚ(Place)Ӯູਔ੪Ⴓଢ֥Morgan๙ݖטҰຯغൖ੪Ⴓअބຯغൖֹٚᆟکֹb൞,ֹٚஇ߄ۀб੪Ⴓଢֹ֥ۀٓຶ۷֥൧ӆႏཧࠃᇏ֥ଢֹ֥இ߄ᅞٳ༅֤ԛࢲࡆܼখ,Їݣਔնᇀݓ࠽aݓࡅaֹ,ཬᇀӬ൧aࣟં:ຯغൖ֥இ߄ᅞೂఃޅ၂۱੪Ⴓଢ֥֩ٓຶbֹٚஇ߄֥ଢ֥҂ࣇ൞་ႄ੪Ⴓᆀ,ݣֹ,o҂ॖх૧֥აൎaᆟᇍބ໓߄ࣉӱ࣯ҿᄝ၂Ⴕ۷ധҪ֥ᆟᇍුbಖط,ᆞೂ၂ࡅஇ܄ඳิԛఏ,҂߶൞ෛၩ࿊ᄴ֥൧ӆൌ֥ሱ֥ࢲݔpboᄝӮۿ֥ݓࡅஇ߄ބ՜ཧٚ૫,੪Ⴓஇ߄ބ՜Williamsetal.טҰٳ༅ਔࡆଦն҂ਙ׀ۢбཧ൞षᅚ֤ቋݺ֥p[25]b੪Ⴓ൞၂۱Ⴕࡎᆴ֥౻,֡സ֥߲ථী,ૅݓ؇ࡌ܄ඳIntrawestଢֹ֥இ੪Ⴓြӈӈҕაݓࡅཧ,੪Ⴓြսіሢ၂۱ݓࡅ֥߄ࠃb๙ݖؓ҂টჷ൬֥ࠢܿ߃ބ൧ӆႏཧྐ༏ྙའb֥ଽಸٳ༅,ૌؓ੪Ⴓଢֹ֥இ߄֥ކൡྟิԛ(ؽ)ଢֹ֥இ߄֥ჰᄵਔၐ໙,бೂૌಪູ੪Ⴓᆀສສ࿙ၩຓ֥ބሱؿBuhalisಪູଢֹ֥இ߄൞၂ཛگᄖ֥ༀ,ุ֥ဒ,طᆃӈӈ߶Фஇ߄෮ཋᇅ[23]bЇওᄝЌӻཌྷܱ֥ࠫ۱০ၭཌྷܱᆀࡎᆴ֥ൈิၹՎ,੪Ⴓଢֹ֥இ߄Фಪູ൞҂ݺ॥ᇅ,۷ଢֹ֥ܼ֥ٗႵྙބྙ֥උྟbဢ,э߄֥൧گᄖ,؟,ົ؟ٚ૫,֥ჹ҂ࠣཨٮӁ༵ࣉbႮႿႵӆொݺФಪູቅθ၂ᇁ֥ଢֹ֥இ֥յᄯbၹՎ,ཋ֥ყෘބଢֹ֥ܿଆ֥ҵၳྟ,ଢֹ֥൧ӆႏཧቆBuhalisิԛਔଢֹ֥இ߄֥4۱ჰᄵ:(1)ଢֹ֥ᆮ(DMOs)૫ਢሢޙ۲ٚ০ၭ,ሸކ۲ᇕᆟᇍࣜ࠶০ၭཌྷܱᆀކቔط٤ࣩᆚ;(2)இေაଢֹ֥ࡎᆴၹ,ᄝ࿖ଢֹ֥൧ӆႏཧႵܱᆟҦ֥౦ঃ༯ປӮ၂ᇁ,ѩᆦӻଢֹ֥ࡎᆴ,Ќᇉބ໓߄ӵᄛ৯;ༀ֥็ᅞb(3)இᅞק໊Ⴟౢ༉֥ଢѓ൧ӆ;(4)ᆦӻଢֹ֥``ඹa੪Ⴓଢֹ֥இ߄ۀࢸקླေᇿၩؿᅚ֥భࣟ(჻ࣟ[21])b֥ਆ۱໙ี``aሹࢲ(၂)აֹٚஇ߄(placebranding)֥љ੪Ⴓଢֹ֥இ߄֥࣮ၘႵ࣍20୍֥ൎ,ֹٚஇ߄(placebranding)ቔູ၂ཛᅞྟ൧ෙಖߎીႵնࡅ܄ಪ֥੪Ⴓଢֹ֥இ߄֥ۀ,ӆႏཧࠃᄝݖಀ֥25୍Ⴕਔཁᇷ֥ؿᅚ[24]bଢ൞ંᄝ࿐ඌ࣮ਵთߎ൞ᄝൌҠቔٚ૫,ؓ੪Ⴓభ,֥ႋႨঔᅚ֞ਔԮਵთᆭຓ,ၘࣜՖ་ႄଽଢֹ֥இ߄֥ଽݤބຓቓਔषԷྟ֥ฐษbෙ҆ሧބྨ༽੪Ⴓᆀঔᅚ֞Їও་ႄྍंaྍჴ۽ಖ,ᄝ࣮ਵთ,ଢֹ֥இ߄a੪Ⴓଢֹ֥இ߄ၛބഅༀ੪Ⴓᆀᆃུ۷ܼখ֥ਵთb࠻Їও؋௹֥ᇭֹࠣٚஇ߄ᆭࡗ֥ܱ༢ބۀࢸק၂ᆰଆ҂ౢ,ೂࠆ֤ईϷห൹൙ࡱᇶϷಃ֥ࠃ,бೂ༑ୄӮۿࠆ൞ෛሢ࣮֥ധ,ೆؓଢֹ֥இ߄֥ࠎԤ࣮ਵ֤ईϷύᄎ߶֥ᇶϷಃ,္ЇওӉ௹֥ᇗྍק໊ᅞთсק߶ႄఏ۷؟֥ܱᇿbЧ໓ᄝ఼טஇބஇ߄,бೂቋ࣍০௵ק໊Ⴟ2008֥oᇝ໓߄ᆭӬpbۀٳ֥ࠎԤഈ,ሢᇗ఼טଢֹ֥இ߄֥گᄖֹٚஇ߄҂ࣇႋႨႿӬ൧aֹބݓࡅ,္ႋႨႿྟa၇ঠྟބअཋྟ֩หׄ,ൈᆷԛଢֹ֥இ߄۷ཬٓຶ֥ॢࡗֹთ,бೂܓଢֹ֥ބྨ༽܄ჳbᄝۀࢸקᇏ၂קေაֹٚஇ߄ཌྷљ,၇࿖ଢ֥ၹՎ,Їݣਔ۷ܼਵთ֥ࠃބთ,Їওਔটሱֹஇ߄ჰᄵ,༐ຬၛՎູࠎູׄଢֹ֥இ߄ଽݤ܄Ⴕބႏ֥҆ٓຶܼখ֥০ၭཌྷܱᆀb֥ቋᇔࢸקބॿࡏഡ࠹ิ܂නਫ਼bҕॉ໓ང:[1]`Fan,[J].MarketingIntelligence&,2006,24(4):365-379.[3]`Morsing,,[2]`Kotler,P.,Bowen,,-overtimeandacrossstakeholders[J].JournalofCommunicationTourism(2ndEdition)[M].NewJersey:PrenticeHallInternational,Management,2001,6(1):
[4]`Urde,-basedcorporatebrandbuilding[J].EuropeanJournalperspective[J].JournalofServicesMarketing,2005,19(1):,2003,1(7/8):1017-1039.[16]`Aaker,-CreatingRelevance,[5]`Balmer,,:whatarethey?Differentiation,Energy,LeverageandClarity[M].TheFreePress,NewWhatofthem?[J].EuropeanJournalofMarketing,2003,37(7/8):972-York,NY,.[17]`SameerHosany,YukselEkinci,[6]`
