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標題: 日本留學生對台灣城市形象之形成與城市消費意圖之研究
The formation of and intention of consumption derived from city image - A case of visiting Japanese students in Taiwan
作者: 賴佩吟
Lai, Pei-Yin
關鍵字: Min-Hsin Huang;城市形象;Su-Fang Lee;Chin-Shien Lin;形象來源機制;形象形成方式;城市形象態度;城市消費意圖
出版社: 行銷學系所
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The issue of destination marketing has been gradually emphasized and discussed in city - rather than country - perspective recently. The international target customers of city include foreign tourists, business travelers, foreign students, immigrants, and short- term workers. However, these groups around Taiwan today are too specific to be deeply understood by tourism business owners, public sectors, and research scholar. The purposes of this research are (1) to investigate how Japanese students in Taiwan form their city image and how to affect the attitude of the ircity and consumption intention;(2) to compare two approaches of city image formation (i,e., piecemeal-based and category-based) and to discuss the difference between the two approaches in academic and practical meanings.
These research samples of this study consist of 156 Japanese who have registered as students of Chinese as second foreign language program in universities located in Taipei, Taichung and Kaohsiung city. The mechanism and perceptual maps of respondents' city image formation is analyzed by the linear structure equation model (PLS) and Multi-Dimension Scales (SPSS), respectively.
The results of this study revealed that the respondents' image formation mechanism various among different cities. The autonomous formation agent has significant impact on the attitude of the city image to the city they lived. On the other hand, the respondents will not rely on the organic formation agents to form the attitude of the city image no matter they are residents or not.
The results also showed that the perceptual maps developed through the “category-based” approach are more stable and consistent than those developed though the “piecemeal-based” approach. The findings contribute to the understanding of tourists' attitude toward a city and provide tourism business owner and public sectors that we should measure not only tourists' attitude by formulated attributes, we should also beware that holistic difference between cities.
其他識別: U0005-2107201115324400
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