| 摘要 | 第1-6页 |
| ABSTRACT | 第6-11页 |
| LIST OF TABLES AND GRAPHICS | 第11-12页 |
| CHAPTER ONE INTRODUCTION | 第12-16页 |
| Background | 第12-14页 |
| ·Statement of the problem | 第14页 |
| ·The purpose and objectives of the study | 第14-15页 |
| ·Research questions | 第15页 |
| ·Scope of the study | 第15页 |
| ·Organization of the study | 第15-16页 |
| CHAPTER TWO LITERATURE REVIEW | 第16-25页 |
| ·Introduction | 第16页 |
| ·Marketing Communication Strategy | 第16-20页 |
| ·Adveritsing | 第17-18页 |
| ·Product placement | 第18-19页 |
| ·Product placement vs.Advertisement | 第19-20页 |
| ·Integrated Marketing Communication(IMC) | 第20-25页 |
| ·Integrated Marketing Communication Tools | 第22-25页 |
| CHAPTER THREE METHODOLOGY | 第25-28页 |
| ·Introduction | 第25页 |
| ·Research design | 第25页 |
| ·Sampling procedure | 第25页 |
| ·Sample size | 第25-26页 |
| ·Sources of data | 第26页 |
| ·Instruments of data collection | 第26-27页 |
| ·Analysis of data | 第27页 |
| ·Limitations of the study | 第27-28页 |
| CHAPTER FOUR ANALYSIS, PRESENTATION AND DISCUSSION OF STUDY FINDINGS | 第28-37页 |
| ·Introduction | 第28页 |
| ·Demographic characteristics of respondents | 第28-30页 |
| ·Respondents by sex/gender | 第28-29页 |
| ·Respondents by age | 第29页 |
| ·Respondents by education level | 第29-30页 |
| ·Responses to general questions about Costa Rica's Tourism | 第30-33页 |
| ·Knowledge about Costa Rica as a touristic destination | 第30-31页 |
| ·Respondents by purpose of traveling to Costa Rica | 第31-32页 |
| ·Respondents by preference of recreation | 第32-33页 |
| ·Responses related to the impact of Costa Rica Tourism Advertsing | 第33-37页 |
| ·About Costa Rica Tourism Advertising positive impact | 第33-34页 |
| ·Respondents' satisfaction about the information presented in the Advertisement 1: Costa Rica No artificial ingredients | 第34-35页 |
| ·Respondents satisfaction about the information presented in the Advertisement 2: Gift of Happiness | 第35页 |
| ·Respondents satisfaction about the information presented in the Advertisement 3: Costa Rica Essentials | 第35-36页 |
| ·Respondents by preference of Costa Rica Tourism Advertising | 第36-37页 |
| CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATIONS | 第37-47页 |
| ·Summary of the findings | 第37页 |
| ·Conclusion | 第37-38页 |
| ·Recommendations | 第38-46页 |
| (1) Costa Rica Tourism Fact and Figures | 第39-41页 |
| (2) Strengths, Weaknesses, Opportunities and Threats | 第41-42页 |
| (3) Vision, Mission, Goals and Objectives | 第42-43页 |
| (4) How Can Costa Rica achieve more Chinese Tourists by 2016? | 第43-44页 |
| (5) Integrated Marketing Communication | 第44-46页 |
| ·Recommended areas of further research | 第46-47页 |
| BIBILIOGRAPHY | 第47-51页 |
| APPENDIX 1: QUESTIONNAIRE DALIAN MARITIME UNIVERSITY | 第51-53页 |
| APPENDIX 2:INTERNATIONAL TOURIST ARRIVALS BY MONTH AND NATIONALITY,2012 | 第53-55页 |
| LIST OF ABBREVIATIONS | 第55-56页 |
| ACKNOWLEDGEMENT | 第56-58页 |
| DEDICATION | 第58页 |
