Sun-moon Lake industry and is developed cognitivly with the relation of the operation performance

[[abstract]]Sun Moon Lake National Park is a world-famous scenic spot in Taiwan. In the Park, there are lots of stores selling local food and souvenirs, and lots of hotels, hostels, restaurants and yachts. Since it became a National Park on February 1, 2000, the local government has spent a great sum of money in certain areas, resulting in the beauty of local view and the improvement of the quality of the servicemen. However, the condition of business-running in the park is still unknown. Therefore, the purpose of the study is to investigate the condition of business-running in the areas of Shueishe and Ita Thao, which are near the Sun Moon Lake. A scale was designed to understand businessmen?s cognition toward the development of tourism and their business-running condition. The results of the study showed that local people and businessmen had a positive cognition toward tourism. They thought tourism would bring a better future to the areas of Sun Moon Lake. Besides, most people could accept the concept of strategic ally. The reducing profits also affected businessmen?s cognition toward economy. There was an improvement in the finance, but the money the visitors spent in the area did not rise much. A slight improvement was reflected in tourists? satisfaction toward services. A slight improvement was also found in the learning and growth of businessmen. There was a negative correlation between finance and ?the area?s economy and the worsening environment.? This shows that the improvement of the area?s economy and life will bring a better effect to the business-running. On the contrary, the worsening of the area?s economy and life will affect the tourism. Besides, there was a positive correlation between the foundation of strategic ally and the efficiency of learning and growth. This means that the current strategic ally has done a great help to the businessmen?s learning and growth. Finally, there was a positive correlation between creative service and the efficiency of learning and growth, proving creative services can help promote the efficiency of service and the efficiency of learning and growth