旅遊目的地之營造不易，但卻容易因發生了自然或人為災害，在全球化浪潮之下，遊客即刻移往其他地區，造成受災當地觀光相關產業急遽萎縮。災害之發生不僅會使國內遊客對於前往受災地進行觀光或休閒遊憩裹足不前，更使國際旅遊市場遭受重大打擊。觀光產業為因應災害發生之衝擊，如何重建旅遊目的地，為本研究欲探討之課題。本研究將品牌概念應用於目的地中，並以品牌權益衡量。本研究以災害後之歷史街區為研究範圍，以品牌觀點討論歷史街區如何藉由多樣的文化淵源及歷史故事等觀光資源重建其目的地品牌，探討目的地意象、目的地品牌與品牌權益之關係。本研究採便利抽樣，以前往歷史街區之遊客為對象。統計分析則使用項目分析、信度分析、敘述性統計、相關分析、迴歸分析等手法。
It is a global era, to development a tourism destination is not easy, and however, the tourists are very easy to shift to other destinations once there is a hazard no matter it is natural or by any means happened. Once a hazard happened, not only decreases the domestic tourists, but also less the international tourists greatly. It is intention on study the tourism industries encounter the impacts of hazards and reconstruct the destination. The concepts of branding introduce in this research, and evaluate the brand equality. The research area is the post-hazard historic sites. The various cultural origins and historic stories can be used as the resources to reconstruct the destination. In this research, the relationships among the destination image, destination branding and brand equality are going to be surveyed. The tourists going to historic sites are going to be sampled. Analysis methods are used to understand the results, for instances, the item analysis, reliability analysis, descriptive statistics, correlation analysis, and regression analysis.
