| 期刊論文| 1. | Li, X.、Petrick, J. F.(2008)。Tourism Marketing in an Era of Paradigm Shift。Journal of Travel Research，46(3)，235-244。   | 圖書| 1. | Kotler, P.、Bowen, J.、Makens, J.(2003)。Marketing for Hospitality and Tourism。Upper Saddle River, NJ：Prentice Hall。 | | 2. | Horner, Susan、Swarbrooke, John(2005)。Leisure Marketing: A Global Perspective。Burlington, MA：Elsevier Butterworth-Heinemann。 | | 3. | Kotler, Philip、Andreasen, Alan R.(1996)。Strategic marketing for nonprofit organizations。Upper Saddle River, New Jersey：Prentice Hall。 | | 4. | Levitt, T.(1986)。The marketing imagination。New York：Free Press。 | | 5. | Shank, Matthew D.(2001)。Sports marketing: a strategic perspective。N.J.：Prentice Hall。 | | 6. | Poon, A.(1993)。Tourism, technology and competitive strategies。Wallingford, Oxon：CAB International。 | | 7. | Mullin, B. J.、Hardy, S.、Sutton, W. A.(2000)。Sport Marketing。Human Kinetics。 | | 8. | Drucker, P. F.(1969)。The practice of management。London：Heineman。 | | 9. | George, R.(2012)。Marketing tourism in South Africa。Oxford University Press。 | | 10. | Kotler, P.、Armstrong, G.(2010)。Principals of marketing: Global and southern African perspectives。Cape Town：Pearson Education。 | |