社區依附對都市品牌態度之影響－觀光衝擊下的探討

Exploring the Influence of Community Attachment on City Brand Attitudes: A Consideration of Tourism Impact

莊苑仙(Yuan-Hsien Chuang)

社區依附 ； 觀光衝擊 ； 都市品牌態度 ； community attachment ； tourism impact ； city brand attitudes

行銷評論

12卷2期（2015 / 06 / 01）

189 - 213

繁體中文

都市品牌的形成需要居民的配合與支持，但藉由觀光發展都市品牌會為當地居民帶來正負面衝擊，影響居民生活品質亦影響居民對都市品牌的態度。本研究以居民的觀點，針對觀光地區的居民施行問卷調查，以探討影響居民都市品牌態度之因素。在控制經濟依附的影響之下，正面觀光衝擊知覺對都市品牌態度具顯著影響力，而社區依附對正面觀光衝擊知覺及都市品牌態度具正向影響，正面觀光衝擊知覺在社區依附及都市品牌態度之間具有部份中介效果。與假設不同的是，社區依附與都市品牌態度二者與負面觀光衝擊知覺之間是正向的關係，負面觀光衝擊知覺不會降低都市品牌態度的認知，另外，負面觀光衝擊知覺在社區依附及都市品牌態度之間的中介效果不成立。社區依附及正面觀光衝擊可視為建立都市品牌態度之影響因素，考量居民的觀點，如何降低負面觀光衝擊仍為建立都市品牌態度時應考慮的課題。

The formation of a city brand requires the support and cooperation of its residents. However, depend on tourism to develop a city brand has both positive and negative impacts on local residents and affects the quality of their lives and their attitudes toward city branding. In this study, questionnaire surveys were conducted in tourist areas to understand residents' perspectives on factors affecting their attitudes toward city branding. The results of our surveys show that with regard to economic dependence as control factor, positive perceptions of the impact of tourism have a significant influence on city brand attitudes. Community attachment has positive effects on both perceptions of the impact of tourism and on city brand attitudes. A positive perception of the impact of tourism has a partial mediation effect between community attachment and city brand attitudes. Negative perception of the impact of tourism was not negative but positive correlation with community attachment and city brand attitudes. However, that negative perception of the impact does not negatively city brand attitudes. Separately, it could not be established that a negative perception of the impact of tourism has a mediating effect between community attachment and city brand attitudes. Critical factors for the establishment of a city brand attitude include community attachment and a positive perception of the impact of tourism. Taking into consideration resident perspectives, it is important to investigate the issue of reducing negative perceptions toward the impact of tourism when establishing a city brand attitude

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