| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 102 === Commercial development has been the main force of the local economy , while Taiwan's tourism economy is also become the focus in recent years . Our government response to the changing environment and the rise of tourism , each commercial district transformed into tourism and leisure commercial district has become the new trend. Commercial district in the performance presented in addition to shopping, but also provides consumer a new expression of leisure and culture. In the dynamic business environment, the district-oriented brand shopping district in the process, how to shape the image of each district occupies a very important position.
This study investigated the Taichung district, and each district regarded as a separate brand, to explore the effects of different district composed of images of brand value. Furthermore, joined the cultural experience as a Mediator, to explore cultural experience in the cultural image and brand value in the relationship between the business district. First, this study understanding district imagery, brand value and cultural experience through literature review, in order to clarify the relationship between the three overall. Second, district imagery, brand value and cultural experience as a framework of this study, a questionnaire designed to investigate the recovery of the last data were summarized and analyzed. Data analysis showed that the establishment of cultural imagery has a positive and significant impact on the brand value of the business district, representative cultural experience plays an important intermediary role in the business district image and brand value relationship. In other words , cultural imagery through cultural experience needed to strengthen consumer recognition of its brand value business district.
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