近年來，台北市政府一直努力在各地推動商圈發展，造就了不同地區的商圈文化，也為當地帶來相關產業的繁榮景象，尤其每年爆增的陸客及外國觀光客。現今，到商圈遊逛已成為外國觀光客旅行台灣，認識台灣的必遊景點。交通部觀光局在2015年所推動的觀光政策中提及「觀光大國行動方案」、「重要觀光景點建設中程計畫」，及推動「Time for Taiwan 旅行臺灣就是現在」的行銷策略，以「優質、特色、智慧、永續」做為執行重點，並且逐步將臺灣打造成質量優化、創意加值，到處皆可旅遊的觀光大國。
因此本研究特別選定充滿異國風味的天母商圈做為研究對象。研究目的在於探討天母商圈遊客之目的地意象、商圈活動參與動機與重遊意願之關係為研究主題。研究方法則分別以敘述性統計、迴歸分析、相關分析及問卷調查等方式，進行資料的蒐集與統計。最後提供研究結論與建議，期望能對天母商圈未來之發展提供一些意見以做為參考。
In recent years, the Taipei City Government has been working diligently to promote trading area development in various parts of the city, which has also created different business cultures within different regions. These trading areas have brought prosperity to related local industries, especially after the rapid increase of Mainland Chinese tourists and visitors from other countries. Nowadays, these trading areas have become a must-see stop for tourists visiting Taiwan.
Based on the key concepts of “high quality, unique characteristics, smart, and sustainability,” the Tourism Bureau has promoted several tourism-related policies including the ”Tourism Powerhouse Action Plan” and the “Mid-range Plan for Constructing Major Tourist Attractions”, as well as promote the marketing strategy titled “Time for Taiwan.” The Tourism Bureau plans to forge Taiwan into a tourism powerhouse capable of providing high quality and innovative travel experiences with added value. The focus of this paper will be on the exotic Tienmu trading area.
The research objectives are to explore the destination image of tourists visiting the Tienmu trading area, their motivation for participating in trade area events, and their willingness to revisit the area. Research methodologies employed for this study include the collection and analysis of descriptive statistics, regression analysis, relevant analysis, linear structural model analysis and surveys. Lastly, conclusions and recommendations will be made in hopes to provide a direction for the future development of business operations in the Tienmu trading area.
