愈來愈多的城市以節慶活動作為吸引人潮的主要方式,藉此促進經濟及行銷地方。而國際性的大型活動更是許多國家或城市極力爭取的主體,希望藉由活動讓世界看見城市的風華,也讓地方成為遊客的主題朝聖之地;例如奧運、世博等。本研究以2010年11月至2011年4月在臺北舉辦的「國際花卉博覽會」為主體,從大型活動之參與者觀點出發,結合消費價值的理論視角,探討其對活動舉辦城市意象的認知與轉變。研究目的為探討臺北花博遊客之消費價值的構面與內涵,並經由驗證性因素分析確認價值量表,以此為基礎透過結構方程模式逐一分析價值對遊客滿意度、忠誠度及臺北意象之影響。經由567份有效問卷,研究發現受訪者對臺北花博感受最深的價值為放鬆心情、欣賞多樣環保科技作法及快樂。繼而以通過信效度之價值量表探討與其他變項之關係,結果顯示對滿意度有顯著影響之價值為情緒、功能及社會,影響忠誠度者為情緒價值,影響臺北意象者為情緒及情境價值。
More and more cities are using festival activities to bring about economic opportunities and promote local culture. Similarly, to highlight attractions and create a must-see destination, there is much compettion among countries and cities in the hosting of international mega-events, such as the Olympics and World Expo. This study focuses on the Taipei International Flora Exposition (which took place from November 2010 to April 2011) to understand participant viewpoints on this mega-event and city image. The purpose of this study was to discuss the dimensions and connotations of participant consumption values regarding the Taipei International Flora Exposition. Confirmation of value scale was by CFA. SEM analysis was conducted on the effects of visitor values on satisfaction, loyalty, and Taipei image. From the data obtained from 567 valid questionnaires, participants valued relaxation, appreciation of various eco-technologies and happiness the most. From the relationship with other variables and the results of reliability and validity tests, participant values significantly affected satisfaction including emotion, function and society. The value of emotion affected loyalty, while emotion and conditional values affected the image of Taipei.