一、中文部分
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林彩梅 (1999)，多國籍企業論，台北：五南圖書出版有限公司。
柳婷 (1999)， 廣告與行銷，台北：五南圖書出版有限公司。
曹劍中 (1999, February)，廣告名人牌誰決定？誰擔心？，廣告雜誌，60-63。
彭金燕 (1999)，代言人可信度對廣告效果與購買意願影響之研究，私立大葉大學事業經營研究所未出版之碩士論文。
童曉君 (1999)，廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響，私立元智大學管理研究所未出版之碩士論文。
黃俊英 (1992)，行銷研究---管理與技術，台北：華泰書局。
楊允祚 (1979)，觀光辭典，台北：國際觀光中心。
詹益政 (1991)，現代旅館實務，台北：著者發行。
路君均 (1972)，心理學，台北：中國行為科學社。
萬光玲，賈麗娟 (1996)，宴會設計入門，台北：百通圖書股份有限公司。
賴孟寬，劉淑凰 (2001)，台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度、廣告態度之影響，管理學報，18(3)，377-394。
陳心怡 (2000)，推薦式廣告對不同涉入度產品之廣告效果，國立交通大學管理科學研究所未出版之碩士論文。
陳敏郎 (2001)，廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理研究所未出版之碩士論文。
劉倉賓 (1998)，產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響，國立交通大學管理科學研究所未出版之碩士論文。
樊志育 (1990)，廣告效果研究，台北：三民書局。
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謝安田 (1998)，企業研究方法論(再版)，台北：著者發行。
蔡燕婷 (2001)，廣告代言人、廣告訴求對廣告效果的影響，國立淡江大學管理科學學系未出版之碩士論文。
鄭自隆 (2001)，廣告與台灣社會的變遷，台灣的廣告發展(郭良文主編)，台北：學富文化事業。蕭富峰 (1991)，廣告行銷讀本，台北：遠流出版社。
藍三印，羅文坤 (1980)，廣告心理學，台北：天馬出版社。
羅健雄 (2001)，廣告代言人類型對廣告效果影響之研究---以台灣與美國為例，國立交通大學管理科學學系未出版之碩士論文。
羅惠斌 (1990)，旅館規劃與設計：從投資興建到更新維護，台北：揚智文化。
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