A Study on Relationship between Visitors' Place Attachment and Park Image of Taichung Park

• Main Authors: Meiyi Li, 李美怡
• Other Authors: Wenpin Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/37022185572806164662

碩士 === 嶺東科技大學 === 觀光與休閒管理研究所 === 98 === Taichung Park, located in the earliest developed area in Taichung city, is one of the oldest parks in Taiwan. Although Taichung Park has been regarded as the symbolic landmark of Taichung city, it seems that the park has been losing its popularity. This study is intended to investigate the park visitors’ perception and feelings about Taichung Park, from the point of view of place attachment and tourism images. It also tries to analyze the relationship between place attachment and tourism images. By using the convenience sampling, a questionnaire survey was carried out from April to May, 2010. 420 questionnaires were distributed in total and 392 effective samples were collected. The return-ratio was 93.33%。 Through analysis of factors, the place attachment of visitors of Taichung Park is divided into affective identity and functional dependence. Park’s cognition images are categorized as facility, historical features, natural resources, convenience of transportation and negative impression. The result also shows that cognitive image, affective image, and overall image are related. Besides, cognition image and affective image have direct impact on overall image of the park. There are differences in place attachment and park image for some visitors’ demographic and traveling variables. The resources of travel information have a significant influence on affective image and overall image, but not on the cognitive image. Aimed at the different age visitors, the park’s administration can develop different activities and marketing strategies base on visitors’ characteristics. Through effective media exposure, the visibility of the Taichung Park can be increased. There is a significant positive relationship between place attachment and park image. Place attachment of the park can well predict the formation of park image. Furthermore, place attachment has a partial impact on the relationship between tourist attributions and park image. From the point of view of place attachment, if Taichung Park’s administration can improve the park’s recreation facilities and hold various activities, it may attract more visitors and also keep them stay longer in the park. And that may result in the consequence, which can enhance the Taichung Park’s importance to the visitors’ life and its image.