| Summary: | 碩士 === 國立臺灣師範大學 === 社會教育學系 === 104 === This study aims to understand the place attachment of the tourism industry promoters in Taitung County. In addition, the characteristics of the promoters, the motivations of involving in the tourism industry, and the strategies to develop the tourism industry are explored. The subjects are from the key persons in charge of Taiwan International Balloon Festival. In-depth interview is the major method to collect data for this study. The findings are as follows:
1. The promoters are with the characteristics of high passions, high commitments, positive thinking and insistence.
2. The motivations of involving in the tourism industry are personal interests and the commitment to the hometown development.
3. To integration the resources from social network and to coordinate the private and public sectors constantly are the major strategies for the promoters to facilitate the tourism industry.
4. The place attachment comes from the process and outcome of participating in the promotion of the tourism industry.
In the process, the good life experiences arouse their sense of place identity, furthermore, the positive outcomes make the progress of local economy and enhance promoters’ place reliance in return.
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