品牌是一間企業未來大計，隨著社會多元化、經濟自由化、世界全球化、科技更新，企業將面對更多艱難與挑戰，試想一個觀光區就好比一間需要永續經營的企業，在面臨如此眾多的挑戰之下，觀光區經營方針亦須配合時代潮流有所調整，而品牌是企業形象的最前線，所有挑戰都是首當其衝，因此更需要具有價值與影響力來經營觀光區。在日益競爭的社會環境下，觀光區領導者必須思索要如何將觀光區的理念與特色傳達給遊客與社會大眾，讓觀光區目標與遠景可以被認同與支持。本研究採用問卷調查法，實地蒐集有關資料，運用統計分析及重要-績效分析(IPA)，藉此了解屏東縣牡丹鄉溫泉區之旭海村與牡丹村之居民對溫泉區城鎮品牌定位的現況滿意度、重要程度之認知與城鎮品牌認同程度。研究結果顯示屏東縣牡丹鄉溫泉區居民對與城鎮品牌滿意度、重要程度認知與城鎮品牌認同度，為正向認同，研究結果得以作為政府未來經營管理觀光區政策嚴擬管理機制之決策參考。 Brand is a business plan for the future, along with social pluralism, economic liberalization and globalization of the world. As technology updates, enterprises will face more difficulties and challenges. Imagine a tourist area as a sustainable business, in face of many challenges under the sightseeing area business policy, the management should also be adjusted with the times. And the brand is at the forefront of corporate image, all the challenges are to bear the brunt, and therefore need to have a value and influence to operate tourist area. In an increasingly competitive social environment, sightseeing district leaders must think about how to spread the concepts and features tourist area tourists to the public, so that the objectives and vision of sightseeing area can be recognized and supported.This study used questionnaires, field collecting relevant information, the use of statistical analysis and the importance - Performance Analysis (IPA), to learn about the residents of the village of Mudan Township, Pingtung County Xuhai spa area and spa area Peony Village town on brand positioning the current state of satisfaction and awareness of the importance of urban brand and local residents of urban brand recognition. The results display the county Mudan Township spa area residents and urban brand satisfaction, the importance of brand awareness and recognition of the town, as a positive identification, the results can be used as the government's future management decisions tourist area of IPA policy development management mechanism reference.
