探討城市品牌形象、涉入程度、品牌回應之相關研究—以淡水為例

楊鈞亦

doi:10.6846/TKU.2017.00138

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探讨城市品牌形象、涉入程度、品牌回应之相关研究—以淡水为例

Investigation of the Relationships among City Brand Image,Involvement and Brand Responses- A case study of the Tamsui city.

杨钧亦 , 硕士　　导师：陈怡妃　　

繁体中文 DOI： 10.6846/TKU.2017.00138

城市品牌形象；涉入程度；品牌回应； Brand Image ； Involvement ； Brand Response

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摘要 │ 参考文献 (120) │ 国际计量

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Cause of the development of globalization, the exchange of opinion with  people in the world has led to the beginning of competition and comparison between cities. City branding is a common competitive strategy to market the city's history, city quality, lifestyle, culture or job opportunities, and long-term accumulated city reputation and competitiveness. The city's brand image is the world's famous cities in all the indispensable development strategies and marketing objectives, the city as a brand to marketing, not only make visitors more specific to the brand image and brand association, but also a successful attract international attention, and further promote the city's tourism development and marketing.
     Taiwan's cities have held a number of international events in recent years, such as the International Taipei Expo Park, the Kaohsiung World Games, International Children's Folklore & Folkgame Festival in Yilan, which has been organized to market all of Taiwan's local characteristics. The Tamsui city with Eastern and Western cultural and historical monuments and quiet beautiful rivers and the sea landscape image known as the town, especially the old street cultural history, local festivals, local specialty snacks, natural ecological landscape and sunset scenery is also sightseeing major factor in Tamsui. In this study, the brand image of Tamsui city is divided into functional, symbolic, empirical image and the relationship between the degree of involvement and brand response. After reviewing the relevant literature, we include city personality, city attraction, city’s cuisine, festivals and other external variables to do the discussion.
     In this study, 480 valid samples were collected and analyzed by PLS (partial least squares) and SPSS. The empirical results show that the city brand image,the individuality of the city and the degree of involvement have a significant positive impact on the overall brand response of the tourists. And the degree of involvement of the brand response , then to achieve part of the intermediary effect, which, festivals and historical experience of the two facets in the degree of involvement under the influence of the brand response to the overall effect has improved significantly. To further investigate the different residential areas of the brand response is different, the results of this study pointed out that residents living in Tamsui areas of the brand response to a more substantial increase, so the study concluded that city brand reponses.will not be reduced because of the influx of tourists or expand many city stores.

参考文献 ( 120 ) 〈TOP〉

方怡尧(2002)，温泉游客游憩涉入与游憩体验关系之研究－以北投
连结：
王裕平(2002)，消费者涉入程度、产品類别与推荐式广告之沟通效果研究—以休闲运动類产品为例，台湾师范大学运动与休闲管理学系硕士論文。
连结：
李淑萍(2012)。新北市新庄区新住民之环境识觉与地方认同研究。台北市立教育大学历史与地理学系研究所硕士论文。
连结：
林叔娥(2003)。顾客满意度与忠诚度关连之研究-以某验证公司为例。私立中原大学工业工程学系研究所硕士论文，未出版，桃园。
连结：
林树旺(2008)。建构自行車使用者休闲涉入对休闲效益之影响。运动与游憩研究，130-149。
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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。