以質量雙途徑探討大型活動的體驗、價值與城市意象：以臺中世界花卉博覽會為例

Explore the Experience, Value, and City Image of Mega-event from Multiple Perspectives: A Case Study of Taichung World Flora Exposition

10.3966/181666012021101702002

李君如(Chun-Ju Li)

價值 ； 體驗 ； 城市意象 ； value ； experience ； city image

行銷科學學報

17卷2期（2021 / 10 / 01）

111 - 128

繁體中文

本研究以2018.11∼2019.4在臺中舉辦的世界花卉博覽會為對象，以質量雙途徑探討遊客價值與體驗，作為活動永續及優化的參考，引領城市朝向更美好的未來。以有效問卷614份進行量表的建構與優化，再以通過信效度的量表進行模式分析。結果發現（1）臺中市民具更高的關聯體驗；外埔展區的遊客情感體驗較高，馬場的行動及關聯體驗較高。（2）與滿意度關係最高的是嘗新價值與思考體驗，與城市意象關係較高的是情境價值與思考體驗。（3）嘗新價值與思考體驗會影響滿意度，功能價值會影響城市意象，滿意度會影響城市意象。綜觀顯示嘗新價值與思考體驗扮演較為關鍵的角色，適當回應本次花博設計期望可以反思人類與自然的親密關係，透過展示觸動參訪者將臺中或台灣的經驗與全球永續的思維接軌，體現活動的深層價值。

The study takes Taichung World Flora Exposition held from November 2018 to April 2019 in Taiwan as its research object, exploring the visitor value and experience through quality and quantity approaches so that it can serve as the reference for activity sustainability and optimization in leading the city towards a better future. A total of 614 questionnaires were used to construct and optimize the scale, and the reliability and validity scales were used for model analysis. It is found that: (1) Taichung citizens have a higher related experience; visitors in the Waipu exhibition area have a higher feeling experience, and visitors have a higher action connected experience at Houli Horse Ranch. (2) The value of epistemic value and thinking experience have the highest relationship with satisfaction; conditional value and thinking experience have the highest relationship with city image. (3) Epistemic value and thinking experience affect satisfaction; functional value affects city image; satisfaction affects city image. The overall view shows epistemic value and thinking experience play a key role, an appropriate response to the goal of this Expo on reflecting the design concept of the intimate relationship between humans and nature. Through the exhibition, the Expo triggered the visitors to connect their experience in Taichung or Taiwan with the sustainable thinking of the world, reflecting the deep value of the event.

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   連結：
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