在台外籍人士對台北市城市形象評價之研究

FOREIGN PERSPECTIVES ON THE EVALUATION OF THE CITY IMAGE OF TAIPEI

李怡慧(Yi-Hui Lee)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2005年)

摘要

隨著城市行銷、城市形象塑造的概念愈益被重視，台北市逐漸體認打造一個獨特的、具競爭力的形象對城市本身的發展、生機具有莫大的影響。目前國內少有關於城市形象的研究，對此領域也少有著墨，因此本研究以在台北市居住半年以上、年齡超過20歲的外籍人士作為研究對象，藉由飲食消費、居住環境、交通運輸、觀光吸引力等四個構面，了解其在台北市的整體生活滿意度；並進一步了解，外籍人士的整體生活滿意度是否會影響對台北市城市形象的評價。
本研究共發出問卷300份，回收145份，扣除無效問卷21份，有效問卷為123份，有效回收率41%。根據實證結果，得到以下結論：
1. 台北市外籍人士在飲食消費、居住環境、交通運輸、觀光吸引力的整體評價會影響其在台北市的整體生活滿意度；隨著外籍人士的整體生活滿意度越高，其對台北市城市形象也越好。
2. 各變項間之實證結果顯示，飲食消費、交通運輸對整體生活滿意度的影響為不顯著；居住環境、觀光吸引力對整體生活滿意度的影響則為顯著，而整體生活滿意度對城市形象的影響則為正向。
3. 對外籍人士而言，台北市充滿潛力、朝氣及活力，隨時可發現驚喜；然街景缺乏特色、城市充滿各種污染、交通狀況極差，具有正面、負面形象同時並列的混合形象。
國內目前對特定城市進行城市形象探討之研究付之闕如，從食住行樂日常生活需求進行探討之研究更是少見，因此本研究之結論可供學術界、實務界等專業人士做另一參考。

關鍵字

城市形象，生活滿意度

並列摘要

With the concepts of city marketing and city image branding are more and more important, Taipei is gradually aware that the formulation of a unique and internationally competitive image is critical to the life, value and development of the city. Until now, there is still little research and attention paid to the issue of city image in Taiwan, especially for the evaluation of Taipei city. Thus, the research used food consumption, living condition, transportation, and tourism attractions to assess life satisfaction of foreign residents those are over than 20 years old and live in Taipei city more than 6 months; then explore the influence of life satisfaction on evaluation of Taipei city image.
The research released 300 questionnaires to foreign residents of Taipei city, returned with 145 copies a month later, and obtained 123 valid questionnaires after the elimination of 21 invalid ones. The valid response rate is 41%. According to statistical analyses, a detailed description of the analytical results is given below.
1. The overall evaluations of food consumption, living condition, transportation, and tourism attractions do influence foreigners’ life satisfaction. The higher the life satisfaction, the better their images about Taipei city.
2. Evaluations on foods consumption and transportation of foreign residents of Taipei do not have a positive influence on life satisfaction; the evaluations on living condition and tourism attractions of foreign residents of Taipei do have a positive influence on life satisfaction. And evaluations on life satisfaction of foreign residents of Taipei do have a significant and positive influence on city image.
3. In the view of foreign residents of Taipei, Taipei city is a city full of potential, energy and vitality, and always has surprises in any unexpected moment as well as impossibilities happening in daily life. But streetscape lacks specific features, city is full of pollutions, and traffic condition is getting worse. A mix of positive and negative images.
Evaluations of a specific city in Taiwan have received less attention so far, and even few had done so from the perspective of daily life needs, like dining, housing, transportation, and entertainment. Thus, the conclusions of the research may provide with some reference for academics and practitioners.

並列關鍵字

CITY IMAGE ； LIFE SATISFACTION

參考文獻

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