本研究以臺中世界花卉博覽會作為大型活動之個案探討,從參與者觀點瞭解大型活動的活動吸引力、休閒動機、休閒滿意度、休閒效益與城市意象之因果關係,並藉由路徑分析探討各變項間之直接及間接影響力,藉此探究地方政府在舉辦大型活動時,遊客能否將所感受的活動吸引力轉嫁至對主辦城市之城市意象。研究結果發現休閒滿意度與休閒效益在大型活動吸引力及城市意象間扮演了中介的角色,且對提升城市意象之影響,較大型活動吸引力之直接效果高。即當大型活動散發出的活動吸引力愈強烈,遊客積極參與體驗之動機就愈高,所獲得的休閒滿意度及休閒效益也愈高,體驗後所得到的滿足喜悅,亦可同時與地方產生情感連結,傳遞城市的正面意象。
This study takes the Taichung World Flora Exposition as a case study of a international mega-event. From the perspective of participants, it tries to explore the causal relationship between the activity attraction, leisure motivation, leisure satisfaction, leisure benefits and city image in international mega-events, and estimated the direct and indirect influences on variables by the method of path analysis. In order to understand when local governments are actively working to hold international mega-events. whether tourists can pass the attractiveness of mega-events to city image. The research results indicates that leisure satisfaction and leisure benefits values mediate between the attractiveness of mega-events and city images, and the indirect influences on the overall city image greater than the direct influence. Therefore, the stronger the tourists feel about the attractive effect of the mega-event, the higher the motivation for participating in leisure activities. Relatively, they can also enhance the leisure satisfaction and leisure benefits from the activities. The satisfaction and joy after the activity experience can also create an emotional connection with the local place and convey a new and positive image of the city to the host city.