大型活動之城市意象塑造與城市行銷－遊客對2010臺北國際花卉博覽會知覺效益之研究

舉辦國際大型活動是城市意象塑造與城市行銷的重要策略。本研究主要探討遊客對2010年臺北花博的活動態度、活動效益認知及其對臺北的城市意象。研究方法主要以現地問卷調查來蒐集國內外遊客意見。結果顯示國內外遊客對於花博整體滿意度相當高，且兩者對於活動設計、活動環境以及活動服務之態度也相當正面；這些因素也正面影響其活動滿意度。國內遊客對於花博在國際形象、觀光收益、產業發展和社會文化之多元效益有高度評價，尤其對提升國際形象最為贊同；這些效益認知也影響其對臺灣未來繼續舉辦國際大型活動之支持。另外，參訪花博也讓國內外遊客對臺北市觀光意象良好，對城市的觀光資源、環境設施、服務品質以及社會氛圍都有高度的評價；這些意象也會正面影響其在臺北城市旅遊的滿意度。

關鍵字

大型活動；城市行銷；觀光意象；活動效益

並列摘要

Holding international mega-events is an important strategy for cities' image construction and marketing. This research examined visitors' attitudes toward the 2010 Taipei EXPO, their perceived benefits of this mega-event, and their impression of Taipei city as a tourist destination. An on-site survey was conducted to collect opinions from both native and foreign visitors. The results indicated that visitors were highly satisfied with the event and that they had very positive attitudes about the event's activity design, environment, and services. These three dimensions of attitudes were positively related to event satisfaction. Native visitors valued the diverse event benefits, including tourism revenue, industry development, social culture, and especially improving international image. Their perceived event benefits affected their support for holding international mega-events in Taiwan again in the future. Moreover, the tourism image of Taipei city is strongly related to tourism resources, environment and facilities, service quality, and social atmosphere, and which also are positive related to satisfaction with city travel.