大稻埕之情感偏好取向、場所依戀、態度與品牌愛慕之關係研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/50984

Title:	大稻埕之情感偏好取向、場所依戀、態度與品牌愛慕之關係研究 A Study on the Relationship among Tourists Preference, Place Attachment, Attitude and Brand Love of Dadaocheng
Authors:	詹朝雅
Contributors:	行銷碩士學位學程碩士班
Keywords:	大稻埕懷舊文化創意場所依戀態度品牌愛慕 Dadaocheng Nostalgia Cultural Creativity Place Attachment Attitude Brand Love
Date:	2021
Issue Date:	2023-02-16 09:23:56 (UTC+8)
Abstract:	台灣有許多老街區經政府或居民努力保留至今，卻容易發展成公式化的觀光景點，當地的歷史特色沒有發揮也並未發展出未來的願景。本篇研究不聚焦於大稻埕的發展而是想找出大稻埕成功的路徑，古蹟景點在吸引人潮時究竟該利用懷舊氛圍或是文化創意？大稻埕不僅將懷舊的歷史氛圍保留完好，更將當地歷史文化發揚並成為一種標籤。近來台灣的文化創意產業逐漸興起，大稻埕的文創聚落尤其發達，私人工作室與政府組織也十分興盛，每年吸引國內外的遊客超越其他老街或是古蹟景點。為找出大稻埕塑造成功的路徑，本篇擬以在大稻埕的遊客對懷舊氣氛與文創產業的偏好為出發點切入，以量表的方式測出遊客是被大稻埕的懷舊氛圍或是文創產業所吸引。喜好的影響之於遊客對大稻埕的依戀程度，並將態度作為干擾變數觀察出遊客對大稻埕的愛慕程度。結果顯示先從文創產業為首要推廣特色，懷舊氛圍和態度可以做為輔助加強遊客對當地的良好印象，將結果呈現數據化，用以做為未來台灣其餘老街區的改革參考。 There are many age-old street in Taiwan that have been preserved to this day by the efforts of government and residents, they can be easy to develop into tourist attractions but still being formulaic, the local historical characteristics have not been brought into play nor developed a future vision of tourism. This research does not focus on the development history of Dadaocheng but on finding the path to its’ success. Should we use the nostalgic atmosphere or cultural creativity to attract people? Dadaocheng not only keeping the nostalgic historical atmosphere intact but also able to symbolize the local history and culture. Recently, Taiwan’s cultural and creative industries have gradually emerged. Private studios and government organizations are also very active in Dadaocheng’s cultural and creative settlements development. Every year, more domestic and foreign tourists are attracted than other age-old streets and historical sites. In order to find out the path for Dadaocheng’s success, this article intends to find out either the nostalgic atmosphere and cultural and creative are the main attraction of tourists in Dadaocheng by scaling place preference of nostalgic atmosphere and cultural and creative industry. The place preference affects the place attachment of tourists to Dadaocheng. Attitude is used as a disturbing variable to observe the degree of tourists' admiration for Dadaocheng. The results show that the cultural and creative industry is the first promotion. Features, nostalgic atmosphere and attitude can be used as an aid to strengthen tourists' good impression of the local area, and the results are presented in data, which can be used as a reference for future reforms of other age-old streets and historical sites in Taiwan.
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