| Acknowledgement | 第9-10页 |
| Abstract | 第10页 |
| Chapter 1 Introduction | 第11-15页 |
| 1.1 Place Branding and Importance of Destination Brand | 第11-12页 |
| 1.2 Why Study Mega-Event's Impact on Destination Brand? | 第12-14页 |
| 1.3 Objective of This Paper | 第14-15页 |
| Chapter 2 Literature Review | 第15-35页 |
| 2.1 What is Destination Brand? | 第15-18页 |
| 2.1.1 Image as essence of destination branding | 第15-16页 |
| 2.1.2 Components of destination brand image | 第16-17页 |
| 2.1.3 Can the image be modified? | 第17-18页 |
| 2.1.4 Importance of intention to travel | 第18页 |
| 2.2 What is Mega-Event? | 第18-22页 |
| 2.2.1 Definition of mega-event | 第18-19页 |
| 2.2.2 Mega-event's role in branding the host destination | 第19-22页 |
| 2.3 Mega-event's Potential Impact on the Destination Brand | 第22-32页 |
| 2.3.1 Issue 1:Can the host country increase its brand awareness by holding a mega-event? | 第23-27页 |
| 2.3.2 Issue 2:Can the host destination improve its image by holding the mega-event? | 第27-30页 |
| 2.3.3 Issue 3 Can the host destination lift up consumers'travel intention by holding a mega-event? | 第30-32页 |
| 2.4 Facts about 2006 Germany World Cup | 第32-35页 |
| Chapter 3 Research Design | 第35-41页 |
| 3.1 Research Sample | 第35页 |
| 3.2 Methodology | 第35-37页 |
| 3.3 Measurement of Tourist Image | 第37-39页 |
| 3.4 Other Important Instrumental Attributes | 第39页 |
| 3.5 Pilot Test | 第39-40页 |
| 3.6 Data Collection and Data Analysis Method | 第40-41页 |
| Chapter 4 Results | 第41-49页 |
| 4.1 Demographic Characters of Respondents | 第41-42页 |
| 4.2 Factor Analysis | 第42-43页 |
| 4.3 Reliability of Other Scales | 第43页 |
| 4.4 Independent T-Test | 第43-47页 |
| 4.4.1 T-Test between pre-test and post-test samples | 第43-46页 |
| 4.4.2 T-Test between high and low exposure groups in post-test sample for the change of brand awareness | 第46-47页 |
| 4.5 Regression Analysis | 第47-49页 |
| Chapter 5 Discussions and Conclusion | 第49-56页 |
| 5.1 Discussion and Review on The Hypotheses | 第49-51页 |
| 5.2 Practical Implication | 第51-53页 |
| 5.3 Limitation | 第53页 |
| 5.4 Suggestion on Further study | 第53-55页 |
| 5.5 Conclusion | 第55-56页 |
| Reference | 第56-64页 |
| Appendix | 第64-84页 |
| Appendix 1 Searching result fromofficial website of Germany National Tourist Office | 第64-65页 |
| Appendix 2 Main Attributes Refinements after Pilot Testand | 第65-67页 |
| Appendix 3 Pre-test Questionnaire-(Chinese) | 第67-71页 |
| Appendix 4 Pre-test Questionnaire-English Translation | 第71-75页 |
| Appendix 5 Post-test Questionnaire-Chinese | 第75-79页 |
| Appendix 6 Post-test Questionnaire-English Translation | 第79-84页 |
| Appendix 7 End notes | 第84页 |
