| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 93 === Community empowerment is a policy that the government pays more and more attention to it in recent years. The purpose of this article is to find out what is the difference among the relations of cognitive structure in community collaboration, the benefits of community and the destination image?
This study focus on Yong-Hua li in Tainan city. This study use the case study research to observe the community and use the content analysis to find out the difference among the planners, executives, citizens and tourist’s cognitive structure in community collaboration, community development and destination image. The results indicate that the planners think that they are lead the community empowerment, the executives also think that they are lead the community empowerment in community collaboration part. In community development part, the planners focus on well-known of the community, the executives focus on the growth of the community. In destination image part, the planners focus on unique functional image（ex. A lot of acitvities）, the tourists focus on Common psychological image（ex. comfortable）, the citizens focus on negative image（ex. dirty, the parking problem）.
In order to avoid the difference of cognitive structure will affect the effectiveness of the community empowerment, we make some suggestions, includes to hire a consultant for the executives, to establish the citizen consultant committee, convene a meeting of the planners, executive and the citizens, to set a date to review the project and to examine the public option, in order to raise the participance power to eliminate the difference cognitive structure between each other.
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