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題名 以觀光建立國家品牌: 以台灣為例
Nation Branding through Tourism: The Case Study of Taiwan
作者 賴俊魁
Lai, Chun Kuei
貢獻者 姜家雄
Chiang, Alex
賴俊魁
Lai, Chun Kuei
關鍵詞 國家品牌
台灣
觀光
觀光政策
觀光資源
觀光行銷策略
Nation Branding
Taiwan
Tourism
Tourism Policy
Tourism Resource
Tourism Marketing Strategy
日期 2015
上傳時間 3-Aug-2015 13:45:57 (UTC+8)
摘要 本研究旨在探究國家品牌建立的過程，其中國家品牌的探討包含品牌的建立者、行銷與宣傳的管道，觀光產業為研究重點，並以台灣為研究個案，探討台灣如何以觀光建立其國家品牌。
本研究採用內容分析法與質性訪談分析，以台灣觀光局與外國旅客作為研究對象，並與台灣在觀光上有密切關連國家與地區 (包含中國、日本、香港、南韓)的觀光發展策略相比較。研究探討國家如何以觀光建立其國家品牌，透過其觀光政策、觀光資源的整合，以及觀光行銷與宣傳策略。此研究結果顯示，台灣在其觀光資源並不匱乏，但相較之下，在觀光行銷策略上較為不足。在效益評估方面，自2008年到2014年，台灣在觀光人數與收益以及國際觀光競爭力排名上並無明顯的增長。自與外國旅客的訪談中，此研究也歸納出台灣以觀光建立國家品牌上的數項特色與長短處。最後，根據此研究之研究結果，提出對國家觀光品牌建立者與其觀光政策實施、觀光資源整合、行銷宣傳策略等方面，提出具體建議。
Main research purpose of this thesis focuses on the process of construction on nation branding. The discussion of nation branding includes the brand organizers and the access of marketing and promotion. The research focus of nation branding focuses on tourism industry and Taiwan tourism as case study to discover how Taiwan construct Taiwan Brand through tourism industry.
This thesis adopts Document Analysis and interview of qualitative analysis and officials from Taiwan Tourism Bureau and foreign tourists as interviewees. By comparison with East Asian countries with closer relations on tourism development with Taiwan (such as China, Japan, Hong Kong and South Korea), this thesis discusses what strategies and how those countries construct their nation branding through implementation of tourism policy, integration of tourism resource, and promotion of tourism strategy. As the research result has shown by comparison Taiwan did not lack of tourism resource, but there are still some space for improvement on the promotion strategies. On the evaluation of national brand, during 2008 to 2014, tourism development Taiwan did not have prominent growth on the number of international tourist and revenue as well as the international ranking on tourism competitiveness. From the interview with foreign tourists, this thesis finds that several disadvantages and disadvantage of Taiwan on the construction of Taiwan Brand through tourism industry. Finally, based on the research result and finding this thesis provides suggestions toward nation branding organizers in aspects of implementation of tourism policy, integration of the tourism resource, and promotion of tourism marketing strategies.
參考文獻 Amine, L. S., & Chao, M. C. (2005). Managing country image to long-term advantage: The case of Taiwan and Acer. Place Branding, 1(2), 187-204.
Anholt Simon. (2008). Editorial `Nation Branding` in Asia. Place Branding and Public Diplomacy 4, 265 – 269. doi: 10.1057/pb.2008.22
Anholt Simon. (2008). Editorial `Nation Branding` in Asia. Place Branding and Public Diplomacy 4, 265 – 269. doi: 10.1057/pb.2008.22
Anholt Simon. (2008). ‘Nation Branding’in Asia. Place Branding and Public Diplomacy, 4(4), 265-269.
Anholt Simon. (2005). Anholt Nation Brands Index: How Does the World See America?. Journal Of Advertising Research, 45(3), 296-304.
Avraham, E. (2009). Marketing and managing nation branding during prolonged crisis: The case of Israel. Place Branding and Public Diplomacy, 5(3), 202-212.
Blain, C, Levy, S. E. and Brent Rtchie, J.R. (2005) `Destination Branding: Insights and Practices from Destination Management Organizations`, Journal of Travel Research 43(May): 328-38, p. 337.
Chen, C. A., Lee, M. H., & Yang, Y. H. (2012). Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’and ‘Analytic Network Process’ methods. The Service Industries Journal, 32(8), 1355-1373.Fan, Ying. 2006. Branding the Nation: What is being branded?. Journal of Vacation Marketing 12.1 (Jan 2006): 5-12

Cromwell Thomas. (2006). Nation Branding. Why nation branding is important for tourism? :http://www.diplomatictraffic.com/nation_branding.asp?ID=18
Dinnie, K. (2012). More than tourism: The challenges of nation branding in Asia. Global Asia, 7(3), 13-17.
Fan, Ying. (2006). Branding the nation: What is being branded? Journal of Vacation
Marketing 12.1 (Jan 2006), 5-14
Fan, Y. (2008). Soft power: Power of attraction or confusion?. Place Branding and Public Diplomacy, 4(2), 147-158.
Fan, Ying.(2008). Soft power: Power of attraction or confusion? Journal of Place Branding and Public Diplomacy 4, 147 – 158. doi: 10.1057/pb.2008.4
Fullerton, J. A., Kendrick, A., & Kerr, G. (2009). Australian student reactions to US tourism advertising: A test of advertising as public diplomacy. Place Branding and Public Diplomacy, 5(2), 141-150.
Fullerton, J. A., & Kendrick, A. (2013). Strategic Uses of Mediated Public Diplomacy International Reaction to US Tourism Advertising. American Behavioral Scientist, 57(9), 1332-1349.
Guy, S., & Marvin, S. (1999). Understanding sustainable cities: competing urban futures. European Urban and Regional Studies, 6(3), 268-275.
Gudjonsson, H. (2005). Nation branding. Place branding, 1(3), 283-298.
Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. branding and public diplomacy, 4(1), 61-75.
Henderson, J. C. (2007). Uniquely Singapore? A case study in destination branding. Journal of Vacation Marketing, 13(3), 261-274.
Horng, J. S., & Tsai, C. T. S. (2012). Culinary tourism strategic development: an Asia‐ Pacific perspective. International Journal of Tourism Research, 14(1), 40-55.
Hong Kong Government Tourism. 2000. "Tourism Planning"
Hong Kong Tourism Commissions. 2010.
Hong Kong Tourism Commission. 2010.
Hong Kong Tourism Commission. 2009. annual-report-2007-2008.html>
Huang, S. (2011). Nation-branding and transnational consumption: Japan-mania and the Korean wave in Taiwan. Media, Culture & Society, 33(1), 3-18.
Jansen, S. C. (2008). Designer nations: Neo-liberal nation branding - Brand Estonia. Social Identities, 14(1), 121-142. doi:10.1080/13504630701848721
Japan Tourism Agency. 2008. "Tourism Sphere"

Japan Tourism Agency, 2015. "Organization & Structure"

Knott, B., Allen, D., & Swart, K. (2012). Stakeholder reflections of the tourism and nation-branding legacy of the 2010 FIFA World Cup for South Africa. African Journal for Physical Health Education, Recreation and Dance: Supplement 2, 18, 112-122.
Kotler, P., Nebenzahl, I. D., Lebedenko, V., Rainisto, S., Gertner, D., Clifton, R., ... & Aaker, D. (2004). Where is place branding heading?. Place Branding and Public Diplomacy, 1(1), 12-35..
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal of Brand Management, 15(3), 177-189.
Korea Tourism Organization. 2015.
< http://kto.visitkorea.or.kr/eng/overview/About/strategies.kto>
Korea Tourism Organization. 2009
Korea Tourism Organization. 2009

Korea Tourism Organization. 2015
Kolter Philip. (2000). the Marketing of Nations. 184-185
Kolter, Philip & Gertner. (2004). Country as Brand, Product, and Beyond: A Place
Marketing and Brand Management Perspective, Journal of Brand Management 9 (2004), 40-42.
Lin, Y. C., Pearson, T. E., and Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.
Lindsay, Marsha. (2000). The brand called Wisconsin: Can we make it relevant and different for competitive advantage? Economic Summit White Paper 2000.http://www.wisconsin.edu/summit/archive/2000/papers/pdf/lindsay.pdf.
Long, L.M. 2004. Culinary Tourism. Lexington, KY: University Press of Kentucky.
Ministry of Land, Infrastructure, Transportation and Tourism. 2009."White Paper on Land Infrastructure, Transport and Tourism in Japan."
< http://www.mlit.go.jp/english/white-paper/2009.pdf >
Ministry of Culture, Sport and Tourism Korea. 2015.
M.O.T.C. Republic of China (Taiwan)Tourism Policy, Tourism Bureau,: http://admin.taiwan.net.tw/public/public.aspx?no=122. Search date: December 15th, 2014
Moilanen, T., & Rainisto, S. (2008). How to brand nations, cities and destinations: a planning book for place branding. Palgrave Macmillan.
Nuttavuthisit, K. (2007). Branding Thailand: Correcting the negative image of sex tourism. Place Branding and Public Diplomacy, 3(1), 21-30.
Nye, Joseph Jr. (2004). Soft Power: The Means to Success in World Politics. N.Y.: Public Affairs Books.
Van Ham, P. (2001). The rise of the brand state: the postmodern politics of image and reputation. Foreign affairs, 2-6.
Van Ham, P. (2008). Place branding: the state of the art. The ANNALS of the American Academy of Political and Social Science, 616(1), 1-5, 126-149.
Panagiotopoulou, R. (2012). Nation branding and the Olympic Games: New media images for Greece and China. The International Journal of the History of Sport, 29(16), 2337-2348.
Pigman, G. A. (2012). Public diplomacy, place branding and investment promotion in ambiguous sovereignty situations: The Cook Islands as a best practice case. Place Branding and Public Diplomacy, 8(1), 17-29.
Popescu, I. V. (2014). The Importance Of The Country Brand For Tourism: Comparative Analysis Between Romania And Greece. SEA–Practical Application of Science, (03), 434-441.
Porter, Michael E.. (1998). Competitive Advantage of Nations. Harvard University Business School, Free Press
Sharman, J. C. (2007). Rationalist and constructivist perspectives on reputation. Political Studies, 55(1), 20-37.
Taiwan Tourism Bureau. (2015). "Tourism Statistics: Visitor Arrival By Purposes from 2013" < http://admin.taiwan.net.tw/public/public.aspx?no=315>
Taiwan Tourism Bureau.( 2015). "Tourism Statistics: Main Countries Visiting Taiwan for Tourism from 2004-2013"
Thomas Cromwell. (2006). Nation Branding. Why nation branding is important for tourism? :http://www.diplomatictraffic.com/nation_branding.asp?ID=18
United Nations, Millennium Development Goals. (2000). http://www.un.org/millenniumgoals/bkgd.shtml
United Nations World Tourism Organization, Tourism and the Millennium Development Goals. (2008): http://www.unwto.org/tourism&mdgsezine/
World Economic Forum, competitive report. 2007. http://www3.weforum.org/docs/
WEF_TravelTourismCompetitiveness_Report_2007.pdf
World Travel & Tourism Council, Travel Tourism Competitiveness Report2013
http://www3.weforum.org/docs/WEF_TT_Competitiveness_Report_2013.pdf
Zhang, H. Q., Chong, K., & Ap, J. (1999). An analysis of tourism policy development in modern China. Tourism Management, 20(4), 471-485.

Chinese Reference
China National Tourism Association. "2001 China National Tourism Administration." (2001年國家旅遊局工作要點) 2008.
China National Tourism Association. "Tremendous Regulation on Integration of Tourism Agency." (推進旅行社業改革發展的重大舉措) 2010.
China National Tourism Association. "Increase on Quality of Star Hotel Evaluation." (努力提升星級飯店評定的工作水平) 2012.

China National Tourism Association. "From News Media Promotion to Examine the Improvement of Promotion of Tourism Industry Development"(從2001年市場 治理好新聞評選看旅遊業對宣傳工作的改進). 2008.
China National Tourism Association. "Clear thought, Strong Innovation, Promote the Development of Leisure Tourism" (理清思路，加強創新，推動休閑産業又好 又快發展). 2008.
China National Tourism Association "Seize the Opportunity of Olympic Games to Foster the Tourism Development in Beijing" (把握奧運機遇 促進北京旅遊産 業又好又快地發展). 2008.
描述 碩士
國立政治大學
國際研究英語碩士學位學程 (IMPIS)
102926006
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1029260061
資料類型 thesis
dc.contributor.advisor 姜家雄zh_TW
dc.contributor.advisor Chiang, Alexen_US
dc.contributor.author (Authors) 賴俊魁zh_TW
dc.contributor.author (Authors) Lai, Chun Kueien_US
dc.creator (作者) 賴俊魁zh_TW
dc.creator (作者) Lai, Chun Kueien_US
dc.date (日期) 2015en_US
dc.date.accessioned 3-Aug-2015 13:45:57 (UTC+8)-
dc.date.available 3-Aug-2015 13:45:57 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2015 13:45:57 (UTC+8)-
dc.identifier (Other Identifiers) G1029260061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77326-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際研究英語碩士學位學程 (IMPIS)zh_TW
dc.description (描述) 102926006zh_TW
dc.description.abstract (摘要) 本研究旨在探究國家品牌建立的過程，其中國家品牌的探討包含品牌的建立者、行銷與宣傳的管道，觀光產業為研究重點，並以台灣為研究個案，探討台灣如何以觀光建立其國家品牌。
本研究採用內容分析法與質性訪談分析，以台灣觀光局與外國旅客作為研究對象，並與台灣在觀光上有密切關連國家與地區 (包含中國、日本、香港、南韓)的觀光發展策略相比較。研究探討國家如何以觀光建立其國家品牌，透過其觀光政策、觀光資源的整合，以及觀光行銷與宣傳策略。此研究結果顯示，台灣在其觀光資源並不匱乏，但相較之下，在觀光行銷策略上較為不足。在效益評估方面，自2008年到2014年，台灣在觀光人數與收益以及國際觀光競爭力排名上並無明顯的增長。自與外國旅客的訪談中，此研究也歸納出台灣以觀光建立國家品牌上的數項特色與長短處。最後，根據此研究之研究結果，提出對國家觀光品牌建立者與其觀光政策實施、觀光資源整合、行銷宣傳策略等方面，提出具體建議。		zh_TW
dc.description.abstract (摘要) Main research purpose of this thesis focuses on the process of construction on nation branding. The discussion of nation branding includes the brand organizers and the access of marketing and promotion. The research focus of nation branding focuses on tourism industry and Taiwan tourism as case study to discover how Taiwan construct Taiwan Brand through tourism industry.
This thesis adopts Document Analysis and interview of qualitative analysis and officials from Taiwan Tourism Bureau and foreign tourists as interviewees. By comparison with East Asian countries with closer relations on tourism development with Taiwan (such as China, Japan, Hong Kong and South Korea), this thesis discusses what strategies and how those countries construct their nation branding through implementation of tourism policy, integration of tourism resource, and promotion of tourism strategy. As the research result has shown by comparison Taiwan did not lack of tourism resource, but there are still some space for improvement on the promotion strategies. On the evaluation of national brand, during 2008 to 2014, tourism development Taiwan did not have prominent growth on the number of international tourist and revenue as well as the international ranking on tourism competitiveness. From the interview with foreign tourists, this thesis finds that several disadvantages and disadvantage of Taiwan on the construction of Taiwan Brand through tourism industry. Finally, based on the research result and finding this thesis provides suggestions toward nation branding organizers in aspects of implementation of tourism policy, integration of the tourism resource, and promotion of tourism marketing strategies.		en_US
dc.description.tableofcontents Chapter I Introduction 1
1.1 Introduction 1
1.1.1 Motivation
1.1.2 The Importance of this Research
1.1.3 Research Purpose
1.1.4 Problem Statement
1.1.5 Research Scope
1.1.6 Research Limitation
1.2 Literature Review 7
1.2.1 Construction of Nation Branding: Factors and Strategies
1.2.2 Nation Branding and Tourism Industry in Regional Development
1.2.3 Taiwan Brand: Adopting Tourism to Build Nation Branding
1.3 Research Methods 16
1.3.1 Research Approach and Method
1.3.2 Data Collection
1.3.3 Research Framework

Chapter 2 Construction of Nation Branding: Reason, Factors and Strategies 19
2.1 Reasons to Promote Nation Branding 21
2.2 Factors on Nation Branding 24
2.2.1 Nation Branding Hexagon
2.2.2 Nation Branding through Tourism Industry
2.3 Strategies of Countries on Nation Branding 33
2.3.1 Strategies of Nation Branding in Asia-Pacific Countries
2.3.2 Strategies of Nation Branding through Tourism Policy
2.3.3 Strategies of Nation Branding through Tourism Resource
2.3.4 Strategies of Nation Branding through Tourism Marketing Promotion
 
Chapter 3 Nation Branding and Tourism:
Strategies of East Asian Countries 43
3.1 China 46
3.1.1 Tourism Policy
3.1.2 Tourism Resource
3.1.3 Tourism Marketing
3.1.4 Tourism Analysis
3.2 Japan 55
3.2.1 Tourism Policy
3.2.2 Tourism Resource
3.2.3 Tourism Marketing
3.2.4 Tourism Analysis
3.3 Hong Kong 63
3.3.1 Tourism Policy
3.3.2 Tourism Resource
3.3.3 Tourism Marketing
3.3.4 Tourism Analysis
3.4 South Korea 71
3.4.1 Tourism Policy
3.4.2 Tourism Resource
3.4.3 Tourism Marketing
3.4.4 Tourism Analysis

Chapter 4 Case Study: Branding Taiwan through Tourism Industry 83
4.1 Policy Analysis: Tourism Policies of Taiwan Tourism Bureau from 2008-2014 85
4.1.1 The Year of 2008-2009: Development Vision for 2015: First-Stage Three Year Sprint Program
4.1.2 The Year of 2010-2012: Project Vanguard for Excellence in Tourism
4.1.3 The Year of 2013-2014: Continued the Project Vanguard for Excellence in Tourism
4.2 Tourism Resource 91
4.2.1 Information of Domestic Tourism Resource
4.2.2 Establish Transportation Network
4.2.3 Construct the Platform of Accommodation
4.3 Tourism Marketing Strategy 98
4.3.1 Discover Taiwan
4.3.2 Attractions
4.3.3 Festivals & Taste of Taiwan
4.3.4 Special Interests
4.4 Analysis on the Taiwan Brand 108
4.4.1 Evaluation from the International Ranking
4.4.2 Evaluation on Domestic Growth on Tourism Development
4.4.3 Evaluation on Tourism Strategies
4.4.4 Evaluation from Tourist Aspects

Chapter 5 Conclusion 123
5.1 Conclusion 124
5.1.1 The Objective of Tourism Policies
5.1.2 The Integration of Tourism Resources
5.1.3 The Promotion of Marketing Strategies
5.2 Suggestion 126
5.2.1 The Objective of Tourism Policies
5.2.2 The Integration of Tourism Resources
5.2.3 The Promotion of Marketing Strategies
5.2.4 The Construction of Taiwan Brand

Reference 133		zh_TW
dc.format.extent 8758468 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1029260061en_US
dc.subject (關鍵詞) 國家品牌zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) 觀光zh_TW
dc.subject (關鍵詞) 觀光政策zh_TW
dc.subject (關鍵詞) 觀光資源zh_TW
dc.subject (關鍵詞) 觀光行銷策略zh_TW
dc.subject (關鍵詞) Nation Brandingen_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) Tourismen_US
dc.subject (關鍵詞) Tourism Policyen_US
dc.subject (關鍵詞) Tourism Resourceen_US
dc.subject (關鍵詞) Tourism Marketing Strategyen_US
dc.title (題名) 以觀光建立國家品牌: 以台灣為例zh_TW
dc.title (題名) Nation Branding through Tourism: The Case Study of Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Amine, L. S., & Chao, M. C. (2005). Managing country image to long-term advantage: The case of Taiwan and Acer. Place Branding, 1(2), 187-204.
Anholt Simon. (2008). Editorial `Nation Branding` in Asia. Place Branding and Public Diplomacy 4, 265 – 269. doi: 10.1057/pb.2008.22
Anholt Simon. (2008). Editorial `Nation Branding` in Asia. Place Branding and Public Diplomacy 4, 265 – 269. doi: 10.1057/pb.2008.22
Anholt Simon. (2008). ‘Nation Branding’in Asia. Place Branding and Public Diplomacy, 4(4), 265-269.
Anholt Simon. (2005). Anholt Nation Brands Index: How Does the World See America?. Journal Of Advertising Research, 45(3), 296-304.
Avraham, E. (2009). Marketing and managing nation branding during prolonged crisis: The case of Israel. Place Branding and Public Diplomacy, 5(3), 202-212.
Blain, C, Levy, S. E. and Brent Rtchie, J.R. (2005) `Destination Branding: Insights and Practices from Destination Management Organizations`, Journal of Travel Research 43(May): 328-38, p. 337.
Chen, C. A., Lee, M. H., & Yang, Y. H. (2012). Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’and ‘Analytic Network Process’ methods. The Service Industries Journal, 32(8), 1355-1373.Fan, Ying. 2006. Branding the Nation: What is being branded?. Journal of Vacation Marketing 12.1 (Jan 2006): 5-12

Cromwell Thomas. (2006). Nation Branding. Why nation branding is important for tourism? :http://www.diplomatictraffic.com/nation_branding.asp?ID=18
Dinnie, K. (2012). More than tourism: The challenges of nation branding in Asia. Global Asia, 7(3), 13-17.
Fan, Ying. (2006). Branding the nation: What is being branded? Journal of Vacation
Marketing 12.1 (Jan 2006), 5-14
Fan, Y. (2008). Soft power: Power of attraction or confusion?. Place Branding and Public Diplomacy, 4(2), 147-158.
Fan, Ying.(2008). Soft power: Power of attraction or confusion? Journal of Place Branding and Public Diplomacy 4, 147 – 158. doi: 10.1057/pb.2008.4
Fullerton, J. A., Kendrick, A., & Kerr, G. (2009). Australian student reactions to US tourism advertising: A test of advertising as public diplomacy. Place Branding and Public Diplomacy, 5(2), 141-150.
Fullerton, J. A., & Kendrick, A. (2013). Strategic Uses of Mediated Public Diplomacy International Reaction to US Tourism Advertising. American Behavioral Scientist, 57(9), 1332-1349.
Guy, S., & Marvin, S. (1999). Understanding sustainable cities: competing urban futures. European Urban and Regional Studies, 6(3), 268-275.
Gudjonsson, H. (2005). Nation branding. Place branding, 1(3), 283-298.
Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. branding and public diplomacy, 4(1), 61-75.
Henderson, J. C. (2007). Uniquely Singapore? A case study in destination branding. Journal of Vacation Marketing, 13(3), 261-274.
Horng, J. S., & Tsai, C. T. S. (2012). Culinary tourism strategic development: an Asia‐ Pacific perspective. International Journal of Tourism Research, 14(1), 40-55.
Hong Kong Government Tourism. 2000. "Tourism Planning"
Hong Kong Tourism Commissions. 2010.
Hong Kong Tourism Commission. 2010.
Hong Kong Tourism Commission. 2009. annual-report-2007-2008.html>
Huang, S. (2011). Nation-branding and transnational consumption: Japan-mania and the Korean wave in Taiwan. Media, Culture & Society, 33(1), 3-18.
Jansen, S. C. (2008). Designer nations: Neo-liberal nation branding - Brand Estonia. Social Identities, 14(1), 121-142. doi:10.1080/13504630701848721
Japan Tourism Agency. 2008. "Tourism Sphere"

Japan Tourism Agency, 2015. "Organization & Structure"

Knott, B., Allen, D., & Swart, K. (2012). Stakeholder reflections of the tourism and nation-branding legacy of the 2010 FIFA World Cup for South Africa. African Journal for Physical Health Education, Recreation and Dance: Supplement 2, 18, 112-122.
Kotler, P., Nebenzahl, I. D., Lebedenko, V., Rainisto, S., Gertner, D., Clifton, R., ... & Aaker, D. (2004). Where is place branding heading?. Place Branding and Public Diplomacy, 1(1), 12-35..
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal of Brand Management, 15(3), 177-189.
Korea Tourism Organization. 2015.
< http://kto.visitkorea.or.kr/eng/overview/About/strategies.kto>
Korea Tourism Organization. 2009
Korea Tourism Organization. 2009

Korea Tourism Organization. 2015
Kolter Philip. (2000). the Marketing of Nations. 184-185
Kolter, Philip & Gertner. (2004). Country as Brand, Product, and Beyond: A Place
Marketing and Brand Management Perspective, Journal of Brand Management 9 (2004), 40-42.
Lin, Y. C., Pearson, T. E., and Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.
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Chinese Reference
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China National Tourism Association. "Increase on Quality of Star Hotel Evaluation." (努力提升星級飯店評定的工作水平) 2012.

China National Tourism Association. "From News Media Promotion to Examine the Improvement of Promotion of Tourism Industry Development"(從2001年市場 治理好新聞評選看旅遊業對宣傳工作的改進). 2008.
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