| Summary: | 博士 === 國立嘉義大學 === 企業管理學系 === 105 === The hot spring sites have been becoming tourist attractions since Taiwan passed the Hot Spring Act in 2003, as local governments usually consider the hot spring sites as important measures for boosting tourism. Tainan is aiming to promote its famous hot spring tourist attractions, such as Guanziling and Guidan hot springs, by strengthening the image of brand value of "Tainan hot springs". By utilizing the city's image of long history, rich culture and eco-friendly, the hot spring tourism industry, as a part of its tourism developing policy, has been integrated with the landscape planning and city marketing.
The aim of this study is to develop a systematic and scientific approach to policy making for Tainan hot springs promotion. The procedure for branding Tainan hot springs was developed based on the Tourism Destination Branding Manual released by the United Nations World Tourism Organization (UNWTO) in 2009. By reviewing the literature, a total of 39 factors related hot spring tourism destination branding in the aspects of tourist attractions, laws and regulations, utilization of hot springs, image of tourist attractions, brand equity, consumer decision-making behaviors and tourism competitiveness were summarized. These factors were integrated into four strategic indices, i.e. Legal Management, Travel Services, Brand Marketing and Sustainable Development, which were concluded according to the outcomes of focus group interviews. All this constructed a hierarchy of policy decision making for Tainan hot springs branding. The 39 factors were further narrowed down to 20 key factors by using the Delphi method and then were weighted by using the Analytic Hierarchy Process (AHP).
The results show that Sustainable Development has the highest weight (0.411) of the four strategic indices in the first-level of the hierarchy, followed by Travel Services (0.211), Brand Marketing (0.209) and Legal Management (0.168). Of the 20 key factors in the second-level of the hierarchy, Implementing Overall Construction Plans for the Hot Spring Site has the highest weight (0.152), followed by Marking and Branding via Online Social Networking Services (0.094) and Refurbishing and Improving Management for Old Hotels (0.091).
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