| 摘要: | 隨著全球化，許多地方融合企業經營與品牌理論等概念，地方品牌（place branding）作為試圖解決或改善地方的策略工具之一，迅速成為相當熱門的話題。交通部觀光局提出之「Toruism 2025—臺灣觀光邁向2025方案」主要施行策略也有建議地方政府推展區域旅遊品牌，並強調體驗與感受。地方意象作為建構地方品牌的重要工具之一，能夠將地方的價值與內涵透過地標建築、慶典活動、名人形象等方式傳達給觀光客，使地方吸引到更多的人，以改善地方的經濟、政治等地位。然而觀光客的觀光行為複雜多變，考量觀光客凝視體驗極為重要，必須要深入理解地方意象、觀光客凝視以及觀光客滿意度三者間之關系，才能給予觀光客極高的評價，以吸引觀光客到訪地方，使地方能夠永續發展。本研究藉由422份問卷訪問新北投溫泉區之觀光客，證實三者間之關聯性，研究結果表示，地方意象確實影響觀光客凝視，而觀光客凝視也影響後續觀光客滿意度，且觀光客凝視在地方意象對觀光客滿意度間起到完全中介作用，表明地方在地方意象的營造之外，更應重視觀光客凝視體驗的過程。本研究最後將分析相關數據並提出地方品牌的可行策略與建議，供政府規劃與觀光等相關單位參考。
With globalization, many regions integrate business management and branding theories, and place branding has rapidly become a popular topic as one of the strategic tools to address or improve local challenges. The Tourism Bureau of the Ministry of Transportation and Communications proposed the "Tourism 2025—Taiwan Tourism Forward Plan," which suggests that local governments promote regional tourism branding, emphasizing experiences and perceptions. Place image, as a critical tool in constructing a place brand, conveys a location's value and essence to tourists through landmark buildings, festive events, celebrity associations, and more. This approach aims to attract more visitors and improve the region's economic and political status. However, tourists’ behaviors are complex and dynamic, making it crucial to consider their gaze and experience. A thorough understanding of the relationship among place image, tourist gaze, and tourist satisfaction is essential to provide a highly favorable evaluation, attract visitors, and achieve sustainable regional development.This study surveyed 422 tourists in the Xinbeitou Hot Spring Area to examine the relationships among these three elements. The findings reveal that place image significantly influences the tourist gaze, and the tourist gaze further affects subsequent tourist satisfaction. Moreover, the tourist gaze serves as a complete mediator between place image and tourist satisfaction. This indicates that, beyond constructing a strong place image, greater emphasis should be placed on enhancing tourists' experiential processes.
Finally, this research analyzes relevant data and proposes feasible strategies and suggestions for place branding, serving as a reference for government planning and tourism-related entities. |
