師大地區的在地體驗、地方依附與地方意象之關係

師大周邊因提供師生及附近居民日常生活所需之物而逐漸形成師大夜市商圈，此商圈除了具有臺灣一般傳統夜市的消費文化外，還有許多異國風情氛圍的小店進駐，並且鄰近周邊擁有豐富的歷史建築及文化景點，提供不同於傳統夜市的文化觀光型態，也形成多元的「大學城」。本研究目的為探討師大地區的活動者之在地體驗、地方依附與地方意象之影響關係，以結構方程模式分析，採便利抽樣法收集321份問卷，結構方程模式修正後主要變項中的在地體驗由「感官體驗」、「情感體驗」及「思考體驗」三個測量變項構成；地方依附由「地方依賴」與「地方認同」二個測量變項構成；地方意象則由「整體意象」、「人文氛圍」、「時尚創意」、「異國美食」、「夜市規劃」及「文藝消費」等六個測量變項構成。研究結果顯示在地體驗對地方意象與地方依附兩者有正向影響關係；地方依附對地方意象有負向影響關係。據此，建議區域規劃者應正視夜市對師大地區發展造成之負面影響。

關鍵字

在地體驗；地方意象；地方依附；策略體驗模組；師大夜市

並列摘要

The surrounding of NTNU provides teachers, students and residents daily necessities and formed a commercial district, which has gradually recognized as Shih-Da Night Market. Shih-Da Night Market is different from the traditional culture and tourism night market because it maintains the traditional night market's consumer culture, but also with presence of many new exotic stores, and is surrounded by historic buildings and valuable cultural attractions and rich diversity. This study aim on how the local experience and place attachment to influence place image by using the case of Shih-Da district. Therefore, the data collected by quantitative method. Used the structure equation model to test, and a convenience sample of 321 cases was selected for the survey. The local experience was measured by three naming categories of ＂Sense＂, ＂Feel＂ and ＂Think＂. The place attachment was measured by two naming categories of ＂Place identity＂ and ＂Place dependence＂. The place image was measured by six naming categories of ＂Total image＂, ＂Human milieu＂, ＂Fashion and creative＂, ＂Exotic cuisine＂, ＂Night market planning＂ and ＂Cultural consumption＂. The study results are as followed: 1. The model revealed that local experience is significantly and positively related to the place image and place attachment. 2. The model revealed that place attachment is significantly and negatively related to the place image. To discuss how the negative impact of night market for the development to the Shih-Da district.