城市因朦朧而美麗或因揭紗而驚艷？距離對外國人之城市意象的影響與其間形成機制之干擾

Beauty of Illusion or Reality? The Influence of Distance on Foreigners' City Image and the Moderation of Formation Agents on It

卓信佑(Hsin-You Chuo) ； 賴佩吟(Pei-Yin Lai)

《觀光休閒學報》 19卷3期 (2013/12) Pp. 207-231

https://doi.org/10.6267/JTLS.2013.19(3)1

摘要

本研究之目的在驗證：外國人形成旅居國城市意象時，距離、意象形成機制與城市意象間存在的影響與干擾效果。本研究採立意抽樣取得由156位日本在台留學生組成之研究樣本，並藉由結構化問卷蒐集樣本成員所提供對形成台中整體意象時有關之初級資料。經階層迴歸法分析所得之結果顯示：距離對城市意象具有顯著的負向影響效果；而意象形成機制中的有機機制則對距離與城市意象間的影響關係具有顯著的負向干擾效果。意即：距離的減少會讓外國人對旅居國城市產生較佳意象；然而，對於形成意象時特別受有機機制影響的人而言，距離的增加會讓他們產生較佳的城市意象。除闡釋研究結果之學術意義與管理意涵外，本研究亦提出可供城市意象經營者與未來研究參考之具體建議。

關鍵字

旅遊地意象 ； 距離 ； 意象形成機制 ； 整體意象

並列摘要

The purpose of this study is to examine the effects of distance and image formation agents on foreigners' perception of a city. A sample consisting of 156 international students from Japan was obtained through a purposive sampling procedure. Quantitative data regarding Taichung city image were collected through structured questionnaires. Hierarchical regression analysis was performed to analyze the data. The results show that distance has a significant negative influence on city image, and the organic agents have a significant negative moderating effect between distance and city image. The results imply that distance tends to make foreigners form a negative city image; however, for those who pay close attention to organic agents, the moderating effect inverts negative-influenced relationship to be positive-influenced. Based on the results, academic implications and managerial applications were further discussed.

並列關鍵字

destination image ； distance ； image formation agents ； overall image

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