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題 名 | 高雄市城市意象變化及意象對賽會後行為之影響--2009世界運動會國際與會者的觀點分析=Destination Image Change of and Its Impact on Post-Game Travel Behavior--Analysis from International Participants of the 2009 World Games |
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作 者 | 潘明珠; 呂紹祺; | 書刊名 | 城市發展 |
卷 期 | 專刊 2010.12[民99.12] |
頁 次 | 頁34-51 |
分類號 | 545.5 |
關鍵詞 | 世界運動會; 城市意象; 行為意圖; 高雄市; The World Games; City image; Travel behavior; Kaohsiung; |
語 文 | 中文(Chinese) |
中文摘要 | 遊客對一個地方的意象會影響其前往該地的旅遊決策與旅遊後的行為意圖。工業重鎮的刻板印象影響了高雄市的觀光發展,因此如何利用本身具備的資源與優勢,展現觀光的吸引力,以期在外籍觀光客心中建立深刻鮮明的城市意象就成為重要的議題。 本研究主要目的在檢視 2009 世界運動會的國際與會者對高雄市城市意象的評價,以及對其賽會後旅遊行為意圖的影響。研究結 果顯示,整體而言,無論在賽會前或賽會後,國際與會者對於高雄市的城市意象持正面評價,且賽會後對各意象的認同度顯著高於賽會前,顯見高雄市舉辦 2009 世界運動會於短期內是可以提升高雄市在國際與會者心目中的意象評價。此外,本研究發現,「景觀風貌」及「都市文化」的意象面向對於與會者的重遊意願具有顯著性影響;而「都市文化」與「在地氛圍」的意象面向則對於與會者推薦他人意願具有顯著性影響。本研究結果並提供政府或有關單位施政與策略運用之參考及後續研究的方向。 |
英文摘要 | Destination image has played a crucial role in one’s travel decision-making and post travel behavior. The image of being an industrial city has limited Kaohsiung’s tourism development. Therefore, how to utilize the resource and advantage of itself in developing a distinct or unique city image has became an important issue. The purpose of this study was to investigate the destination image of Kaohsiung City perceived by the 2009 World Games foreign participants, and how it affected the post travel behaviors. Overall, international participants held a positive image of Kaohsiung City pre- and post-game. The post-game image ratings were significantly higher than the pre-game ratings, meaning that the World Games can change the destination image of Kaohsiung’s City in a short time period. In addition, it was found that the dimension of "landscape architect” and “city culture” have significant impacts on repeated travel, while the dimension of “city culture” and “city atmosphere” have significant impacts on recommending others to travel. Discussions, theoretical and practical implications were provided resulting from this study. |
本系統中英文摘要資訊取自各篇刊載內容。