本研究將以敘事理論分析台灣觀光宣傳影片的故事結構，並討論觀光品牌的價值，以其達到三個研究目標，第一，從觀光影片與觀光宣傳策略中，檢視台灣觀光宣傳政策中的傳遞的台灣觀光品牌定位；其二以觀光品牌使用宣傳廣告片時進行故事行銷，拆解文本的符號意義，探討其故事的敘事結構與元素；最後，根據上述分析，透過說故事行銷策略，討論台灣觀光廣告故事元素，提供製作觀光宣傳廣告的建議。 Due to the serious damages on environment brought by rapid industrial development, many countries across the world have turned their attention to the development of non-smokestack industry – tourism industry. Meanwhile, when the conception of brand is introduced into the national image, the tourism industry thus became indispensable in establishing nation branding. Since the implementation of “Doubling Tourist Arrivals Plan” in 2002, Taiwan has aggressively planned the long-term development of tourism industry. With the arrival of post-consumer era, the consumers no longer only buy the product itself but also satisfy the emotion through buying products. The rise of “emotional” facilitates the brand identity by consumers on products through emotional appeals. While “story” itself could not only achieve the emotional appeal but also satisfy the desire of people for listening the story. So “telling story” is now one of important strategies for creating a brand because it could market the brand through the convincing power of story. Based on the “story marketing” and with Taiwan tourism video as the text for research, the study tried to explore how national branding delivers the image of brand through videos. This study analyzed the story structure of Taiwan tourism promotional videos by narrative theory and discussed the values of tourism brand to achieve three objectives of research: first, examining the positioning of Taiwan tourism brand delivered by Taiwan tourism policy; second, interpreting the symbolic meaning of text of story marketing in using promotional commercial by tourism brands and explore the narrative structure and elements of story; third, based on above-mentioned analyses and through the strategy of telling story, discussing the elements of Taiwan tourism commercial story and making recommendations for producing tourism promotional commercials in future.