本校學位論文庫
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吴文中
李璽
國際旅遊與管理學院
國際旅遊管理博士學位課程(中文學制)
博士
2023
地標景觀形象感知對旅遊目的地品牌資產及遊客行為意向的影響研究 : 以廣州塔, 澳門旅遊塔與珠海日月貝為例
Research on the Influence of Landmark Landscape Image on Tourism Destination Brand Equity and Tourist Behavior Intention : Taking Canton Tower, Macau Tower and Zhuhai Grand Theater as examples
城市地標景觀 ; 地標景觀形象感知 ; 感知價值 ; 品牌資產 ; 行為意向
Urban landmark landscape ; landmark landscape image ; perceived value ; brand equity ; behavioral intention
公開日期：3/8/2026
城市化的快速發展，令“地標熱”愈演愈烈，從悉尼歌劇院到國家大劇院，從迪拜塔到廣州塔，國際及中國各大城市紛紛建設以個性化建築等作為城市地標景觀，其中有成功典範，也有敗筆之作。不少城市迷失在“地標熱”中，找不到屬於城市自己特色文化與景觀。怎樣才能使一座城市在眾多城市中脫穎而出，已成為城市經營和管理中無法回避的現實問題。
從理論層面看，品牌資產被廣泛地視為衡量品牌化戰略有效性的重要指標，而地標景觀作為城市品牌的重要組成部分，其相關研究無論是在研究內容還是在行業應用方面都存在不足。諸多因素致使城市個體之間的區別越來越模糊，越來越趨同，越來越難以辨識。面對城市間的競爭加劇，如何讓城市憑藉個性化的地標景觀增強其品牌資產，值得深入研究。
本文以粵港澳大灣區的廣州塔、澳門旅遊塔、珠海日月貝為研究對象，結合S-O-R理論、MEC理論及ABC理論，對現代城市地標景觀進行深層次、多角度的分析和研究，旨在探索城市地標景觀對旅遊目的地品牌資產的影響進行深入研究。
本研究屬於跨學科的研究，涉及旅遊學、經濟學、傳播學、心理學、社會學以及資訊技術等多種相關學科。研究過程中，本研究以具有城市品牌資產特色的地標景觀廣州塔、澳門旅遊塔和珠海日月貝為案例地，採用混合方法研究（Mixed-methods research）進行研究。(1)對地標景觀形象感知、感知價值、品牌資產、行為意向四個變量進行文獻綜述，構建“城市地標景觀形象感知生成機制概念模型”，並探討各變量之間的關係。(2)通過借鑒前人研究成果和訪談分析結果發展測量工具，提煉地標景觀形象感知、感知價值、品牌資產及行為意向的測量指標，針對廣州塔、澳門旅遊塔與珠海日月貝的遊客形成本研究的初始量表，徵詢專家，對問項調整及修改後，確定預調研問卷。實施預調研後，根據調查結果，對量表進行了調整，並形成了正式問卷。採用便利抽樣法共收集到969份有效問卷，進行信度與效度檢驗後，採用結構方程模型分析對研究假設進行了驗證，並檢驗感知價值、品牌資產變量的中介效應及鏈式效應，然後借助於方差分析解釋遊客人口特徵對各變量的影響。
本研究通過SPSS25.0、AMOS24.0等統計軟體，採用描述性統計分析、信度與效度檢驗、因素分析和結構方程分析等多種方法分析調研資料。研究結論顯示：（1）人口樣本統計變項與各構面關係。人口樣本特徵，具體包括：性別、年齡、教育程度、職業、常住地、旅遊目的、出行方式、月薪、到訪次數和停留天數等指標進行描述性統計分析，較好地解釋人口特徵在地標景觀形象感知、感知價值、品牌資產和行為意向方面的作用機制。從分析結果可知，人口樣本在以上四個變量中均存在顯著的統計學上的差異；（2）城市地標景觀形象感知對遊客感知價值存在顯著正向影響；（3）城市地標景觀形象感知對旅遊目的地品牌資產存在顯著正向影響；（4）遊客感知價值對旅遊目的地品牌資產存在顯著正向影響；（5）遊客感知價值對遊客行為意向存在顯著正向影響；（6）旅遊目的地品牌資產對遊客行為意向存在顯著正向影響；（7）城市地標景觀形象感知對遊客行為意向存在顯著正向影響；（8）城市地標景觀形象感知與遊客行為意向之間存在部分中介效果，具體為：感知價值在地標景觀形象感知和行為意向之間存在部分中介效應；品牌資產在地標景觀形象感知和行為意向之間存在部分中介效應；感知價值和品牌資產在地標景觀形象感知和行為意向之間存在鏈式中介效應。
最後，驗證了本研究構建的概念模型“地標景觀形象感知→感知價值→品牌資產→行為意向”的理論假設。根據研究結論，提出建議：（1）完善地標景觀旅遊景點的基礎設施；（2）活化及開發旅遊資源，整合規劃地標景觀景區管理；（3）增強地標景觀目的地的品牌意識；（4）將城市文化融入地標景觀旅遊區域；（5）將地標景觀形象融入城市的生活；（6）展現地標景觀旅遊景點的最佳旅遊形象，彰顯其作為城市文化的獨特個性；（7）讓地標景觀成為城市“靈魂可視符號”；（8）開發地標景觀文化衍生品，激發遊客文化旅遊熱情；（9）策劃地標景觀文化活動，以遊客參與來提升其對城市及地標景觀的文化認同感；（10）保護地標景觀的人文環境，提高遊客重遊及推薦意願。
從理論層面看，品牌資產被廣泛地視為衡量品牌化戰略有效性的重要指標，而地標景觀作為城市品牌的重要組成部分，其相關研究無論是在研究內容還是在行業應用方面都存在不足。諸多因素致使城市個體之間的區別越來越模糊，越來越趨同，越來越難以辨識。面對城市間的競爭加劇，如何讓城市憑藉個性化的地標景觀增強其品牌資產，值得深入研究。
本文以粵港澳大灣區的廣州塔、澳門旅遊塔、珠海日月貝為研究對象，結合S-O-R理論、MEC理論及ABC理論，對現代城市地標景觀進行深層次、多角度的分析和研究，旨在探索城市地標景觀對旅遊目的地品牌資產的影響進行深入研究。
本研究屬於跨學科的研究，涉及旅遊學、經濟學、傳播學、心理學、社會學以及資訊技術等多種相關學科。研究過程中，本研究以具有城市品牌資產特色的地標景觀廣州塔、澳門旅遊塔和珠海日月貝為案例地，採用混合方法研究（Mixed-methods research）進行研究。(1)對地標景觀形象感知、感知價值、品牌資產、行為意向四個變量進行文獻綜述，構建“城市地標景觀形象感知生成機制概念模型”，並探討各變量之間的關係。(2)通過借鑒前人研究成果和訪談分析結果發展測量工具，提煉地標景觀形象感知、感知價值、品牌資產及行為意向的測量指標，針對廣州塔、澳門旅遊塔與珠海日月貝的遊客形成本研究的初始量表，徵詢專家，對問項調整及修改後，確定預調研問卷。實施預調研後，根據調查結果，對量表進行了調整，並形成了正式問卷。採用便利抽樣法共收集到969份有效問卷，進行信度與效度檢驗後，採用結構方程模型分析對研究假設進行了驗證，並檢驗感知價值、品牌資產變量的中介效應及鏈式效應，然後借助於方差分析解釋遊客人口特徵對各變量的影響。
本研究通過SPSS25.0、AMOS24.0等統計軟體，採用描述性統計分析、信度與效度檢驗、因素分析和結構方程分析等多種方法分析調研資料。研究結論顯示：（1）人口樣本統計變項與各構面關係。人口樣本特徵，具體包括：性別、年齡、教育程度、職業、常住地、旅遊目的、出行方式、月薪、到訪次數和停留天數等指標進行描述性統計分析，較好地解釋人口特徵在地標景觀形象感知、感知價值、品牌資產和行為意向方面的作用機制。從分析結果可知，人口樣本在以上四個變量中均存在顯著的統計學上的差異；（2）城市地標景觀形象感知對遊客感知價值存在顯著正向影響；（3）城市地標景觀形象感知對旅遊目的地品牌資產存在顯著正向影響；（4）遊客感知價值對旅遊目的地品牌資產存在顯著正向影響；（5）遊客感知價值對遊客行為意向存在顯著正向影響；（6）旅遊目的地品牌資產對遊客行為意向存在顯著正向影響；（7）城市地標景觀形象感知對遊客行為意向存在顯著正向影響；（8）城市地標景觀形象感知與遊客行為意向之間存在部分中介效果，具體為：感知價值在地標景觀形象感知和行為意向之間存在部分中介效應；品牌資產在地標景觀形象感知和行為意向之間存在部分中介效應；感知價值和品牌資產在地標景觀形象感知和行為意向之間存在鏈式中介效應。
最後，驗證了本研究構建的概念模型“地標景觀形象感知→感知價值→品牌資產→行為意向”的理論假設。根據研究結論，提出建議：（1）完善地標景觀旅遊景點的基礎設施；（2）活化及開發旅遊資源，整合規劃地標景觀景區管理；（3）增強地標景觀目的地的品牌意識；（4）將城市文化融入地標景觀旅遊區域；（5）將地標景觀形象融入城市的生活；（6）展現地標景觀旅遊景點的最佳旅遊形象，彰顯其作為城市文化的獨特個性；（7）讓地標景觀成為城市“靈魂可視符號”；（8）開發地標景觀文化衍生品，激發遊客文化旅遊熱情；（9）策劃地標景觀文化活動，以遊客參與來提升其對城市及地標景觀的文化認同感；（10）保護地標景觀的人文環境，提高遊客重遊及推薦意願。
The rapid development of urbanization has intensified the "landmark fever". From the Sydney Opera House to the National Center for the Performing Arts, from the Burj Khalifa to the Canton Tower, major cities in the world and China have built personalized buildings as urban landmark landscapes, and some of them have succeeded There are classics, but there are also failures. Many cities are lost in the "landmark craze" and cannot find their own characteristic culture and landscape. How to make a city stand out among many cities has become an unavoidable practical problem in city management and management.
From a theoretical point of view, brand equity is widely regarded as an important indicator to measure the effectiveness of branding strategies, while landmark landscapes are an important part of urban branding, and their related research is deficient in both research content and industry application. Many factors make the distinction between urban individuals more and more blurred, more and more convergent, more and more difficult to identify. In the face of intensified competition among cities, how to make cities enhance their brand equity with personalized landmark landscapes is worthy of in–depth study.
This paper takes Canton Tower, Macau Tourist Tower and Zhuhai Riyuebei in the Guangdong–Hong Kong–Macao Greater Bay Area as the research objects, combined with S-O-R theory, MEC theory and ABC theory, to conduct in–depth and multi–angle analysis and research on modern urban landmark landscapes, aiming at Conduct in–depth research on exploring the impact of urban landmark landscapes on the brand equity of tourist destinations.
This research is an interdisciplinary research, involving tourism, economics, communication, psychology, sociology and information technology and other related disciplines. During the research process, this study uses the mixed-methods research to take the landmark landscapes Guangzhou Tower, Macau Tower and Zhuhai Riyuebei with the characteristics of urban brand assets as the case sites. (1) Conduct a literature review on the four variables of landmark landscape image, perceived value, brand equity, and behavioral intention, construct a "conceptual model of the generation mechanism of urban landmark landscape image", and explore the relationship between the variables. (2) Develop measurement tools by referring to previous research results and interview analysis results, and refine the measurement indicators of landmark landscape image, perceived value, brand equity and behavioral intention, aiming at the tourist formation costs of Canton Tower, Macau Tower and Zhuhai Riyuebei For the initial scale of the study, experts were consulted, and the pre–investigation questionnaire was determined after adjusting and modifying the items. After the pre–investigation, according to the survey results, the scale was adjusted and a formal questionnaire was formed. A total of 969 valid questionnaires were collected by the convenience sampling method. After the reliability and validity test, the research hypothesis was verified by the structural equation model analysis, and the mediation effect and chain effect of the perceived value and brand equity variables were tested, and then The influence of tourist demographic characteristics on each variable is explained by means of analysis of variance.
This study uses SPSS25.0, AMOS24.0 and other statistical software to analyze the survey data by using various analysis methods such as descriptive statistical analysis, reliability and validity test, factor analysis and structural equation analysis. The research conclusions show: (1) The relationship between the population sample statistical variables and various facets. Population sample characteristics, specifically including: gender, age, education level, occupation, permanent residence, travel purpose, travel mode, monthly salary, number of visits and days of stay, etc. Descriptive statistical analysis can better explain the demographic characteristics in the landmark landscape Mechanisms at work in terms of image, perceived value, brand equity, and behavioral intentions. From the analysis results, we can see that there are significant statistical differences in the above four variables in the population samples. (2) The image of urban landmark landscape has a significant positive impact on the perceived value of tourists. (3) The urban landmark landscape image has a significant positive impact on the brand equity of tourist destinations. (4) The perceived value of tourists has a significant positive impact on the brand equity of tourist destinations. (5) Tourists' perceived value has a significant positive impact on tourists' behavioral intention. (6) Tourism destination brand equity has a significant positive impact on tourist behavior intention. (7) The image of urban landmark landscape has a significant positive impact on tourists' behavior intention. (8) There is a partial intermediary effect between urban landmark landscape image and tourist behavior intention, specifically: perceived value has a partial intermediary effect between landmark landscape image and behavior intention; brand equity has a partial intermediary effect between landmark landscape image and behavior intention. Intermediary effect; perceived value and brand equity have a chain intermediary effect between landmark landscape image and behavioral intention.
Finally, the theoretical hypothesis of the conceptual model constructed in this study "landmark landscape image → perceived value → brand equity → behavioral intention" is verified. According to the conclusions of the research, suggestions are put forward: (1) Improve the infrastructure of landmark landscape tourist attractions. (2) Revitalize and develop tourism resources, and integrate planning and management of landmark landscapes and scenic spots. (3) Enhance the brand awareness of landmark landscape destinations. (4) Integrate urban culture into landmark landscape tourism areas. (5) Integrate the image of the landmark landscape into the life of the city. (6) Show the best tourism image of landmark landscape tourist attractions, highlighting its unique personality as urban culture. (7) Let the landmark landscape become the "visible symbol of the soul" of the city. (8) Develop cultural derivatives of landmark landscapes to stimulate tourists' enthusiasm for cultural tourism. (9) Plan cultural activities of landmark landscapes to enhance their cultural identity to cities and landmark landscapes through participation of tourists. (10) Protect the cultural environment of landmark landscapes, to increase the willingness of tourists to revisit and recommend.
From a theoretical point of view, brand equity is widely regarded as an important indicator to measure the effectiveness of branding strategies, while landmark landscapes are an important part of urban branding, and their related research is deficient in both research content and industry application. Many factors make the distinction between urban individuals more and more blurred, more and more convergent, more and more difficult to identify. In the face of intensified competition among cities, how to make cities enhance their brand equity with personalized landmark landscapes is worthy of in–depth study.
This paper takes Canton Tower, Macau Tourist Tower and Zhuhai Riyuebei in the Guangdong–Hong Kong–Macao Greater Bay Area as the research objects, combined with S-O-R theory, MEC theory and ABC theory, to conduct in–depth and multi–angle analysis and research on modern urban landmark landscapes, aiming at Conduct in–depth research on exploring the impact of urban landmark landscapes on the brand equity of tourist destinations.
This research is an interdisciplinary research, involving tourism, economics, communication, psychology, sociology and information technology and other related disciplines. During the research process, this study uses the mixed-methods research to take the landmark landscapes Guangzhou Tower, Macau Tower and Zhuhai Riyuebei with the characteristics of urban brand assets as the case sites. (1) Conduct a literature review on the four variables of landmark landscape image, perceived value, brand equity, and behavioral intention, construct a "conceptual model of the generation mechanism of urban landmark landscape image", and explore the relationship between the variables. (2) Develop measurement tools by referring to previous research results and interview analysis results, and refine the measurement indicators of landmark landscape image, perceived value, brand equity and behavioral intention, aiming at the tourist formation costs of Canton Tower, Macau Tower and Zhuhai Riyuebei For the initial scale of the study, experts were consulted, and the pre–investigation questionnaire was determined after adjusting and modifying the items. After the pre–investigation, according to the survey results, the scale was adjusted and a formal questionnaire was formed. A total of 969 valid questionnaires were collected by the convenience sampling method. After the reliability and validity test, the research hypothesis was verified by the structural equation model analysis, and the mediation effect and chain effect of the perceived value and brand equity variables were tested, and then The influence of tourist demographic characteristics on each variable is explained by means of analysis of variance.
This study uses SPSS25.0, AMOS24.0 and other statistical software to analyze the survey data by using various analysis methods such as descriptive statistical analysis, reliability and validity test, factor analysis and structural equation analysis. The research conclusions show: (1) The relationship between the population sample statistical variables and various facets. Population sample characteristics, specifically including: gender, age, education level, occupation, permanent residence, travel purpose, travel mode, monthly salary, number of visits and days of stay, etc. Descriptive statistical analysis can better explain the demographic characteristics in the landmark landscape Mechanisms at work in terms of image, perceived value, brand equity, and behavioral intentions. From the analysis results, we can see that there are significant statistical differences in the above four variables in the population samples. (2) The image of urban landmark landscape has a significant positive impact on the perceived value of tourists. (3) The urban landmark landscape image has a significant positive impact on the brand equity of tourist destinations. (4) The perceived value of tourists has a significant positive impact on the brand equity of tourist destinations. (5) Tourists' perceived value has a significant positive impact on tourists' behavioral intention. (6) Tourism destination brand equity has a significant positive impact on tourist behavior intention. (7) The image of urban landmark landscape has a significant positive impact on tourists' behavior intention. (8) There is a partial intermediary effect between urban landmark landscape image and tourist behavior intention, specifically: perceived value has a partial intermediary effect between landmark landscape image and behavior intention; brand equity has a partial intermediary effect between landmark landscape image and behavior intention. Intermediary effect; perceived value and brand equity have a chain intermediary effect between landmark landscape image and behavioral intention.
Finally, the theoretical hypothesis of the conceptual model constructed in this study "landmark landscape image → perceived value → brand equity → behavioral intention" is verified. According to the conclusions of the research, suggestions are put forward: (1) Improve the infrastructure of landmark landscape tourist attractions. (2) Revitalize and develop tourism resources, and integrate planning and management of landmark landscapes and scenic spots. (3) Enhance the brand awareness of landmark landscape destinations. (4) Integrate urban culture into landmark landscape tourism areas. (5) Integrate the image of the landmark landscape into the life of the city. (6) Show the best tourism image of landmark landscape tourist attractions, highlighting its unique personality as urban culture. (7) Let the landmark landscape become the "visible symbol of the soul" of the city. (8) Develop cultural derivatives of landmark landscapes to stimulate tourists' enthusiasm for cultural tourism. (9) Plan cultural activities of landmark landscapes to enhance their cultural identity to cities and landmark landscapes through participation of tourists. (10) Protect the cultural environment of landmark landscapes, to increase the willingness of tourists to revisit and recommend.
2023
中文
256
致 謝 I
摘 要 III
Abstract VI
目 錄 IX
圖目錄 1
表目錄 2
第一章 緒 論 1
1.1 研究背景 1
1.1.1 現實背景 1
1.1.2 理論背景 3
1.2 問題陳述 6
1.3 研究意義 7
1.3.1 理論意義 7
1.3.2 實踐意義 9
1.4 研究目的 11
1.5 研究內容及技術路線 11
1.5.1 研究內容 11
1.5.2 技術路線 13
1.6 研究創新 13
1.7 研究難點 15
1.8 本章小結 15
第二章 文獻綜述與理論基礎 17
2.1 城市地標景觀相關研究 17
2.1.1 城市地標意涵及相關研究 17
2.1.2 城市標誌性建築物的研究進展 20
2.1.3 城市地標景觀的研究進展 22
2.1.4 文化視角下的城市地標景觀研究 27
2.1.5 研究述評 28
2.2 城市地標景觀形象感知相關研究 29
2.2.1 旅遊目的地形象的意涵及相關研究 29
2.2.2 地標景觀形象感知的意涵及相關研究 30
2.2.3 城市地標景觀形象感知的構成要素 34
2.2.4 城市地標景觀形象感知的維度劃分與測量 36
2.2.5 城市地標景觀形象感知研究進展 40
2.2.6 研究評述 42
2.3 感知價值的意涵及相關研究 43
2.3.1 感知價值的意涵 43
2.3.2 感知價值研究方法及理論 44
2.3.3 感知價值的構成維度 47
2.3.4 感知價值相關研究 49
2.3.5 研究述評 52
2.4品牌資產相關研究 53
2.4.1 品牌資產的概念與構成要素 53
2.4.2 品牌資產的評估 58
2.4.3 目的地品牌資產 59
2.4.4 品牌資產的影響因素 63
2.4.5 研究述評 64
2.5 行為意向的意涵及相關研究 65
2.5.1 行為意向的意涵 65
2.5.2 目的地形象與遊客行為意向的影響機制研究 66
2.5.3 遊客行為意向的測量 68
2.5.4 遊客行為意向的相關研究 69
2.5.5 研究述評 70
2.6 理論基礎 71
2.6.1 S-O-R理論模型（刺激生物體反應理論模型） 71
2.6.2 手段-目的鏈 (MEC) 理論 75
2.6.3 情緒ABC理論模型 78
2.6.4 社會認知 (SCT) 理論 80
2.7 各變量間的相互影響關係 82
2.7.1 城市地標景觀形象感知與感知價值的關係 82
2.7.2 城市地標景觀形象感知與旅遊目的地品牌資產的關係 83
2.7.3 遊客感知價值與旅遊目的地品牌資產的關係 84
2.7.4 遊客感知價值與遊客行為意向的關係 84
2.7.5 旅遊目的地品牌資產與遊客行為意向的關係 85
2.7.6 城市地標景觀形象感知與遊客行為意向的關係 86
2.7.7 城市地標景觀形象感知與遊客行為意向的中介效果 87
2.8 本章小結 88
第三章 研究設計與預調研 91
3.1 假設模型與研究假設 91
3.1.1 假設模型構建 91
3.1.2 研究假設 94
3.2 研究對象選取 95
3.2.1 研究對象確定 95
3.2.2 研究對象介紹 96
3.2.3 案例選取理由 102
3.2.4 三處案例地間關聯性 106
3.3 研究方法 107
3.3.1 質化研究方法 107
3.3.2 量化研究方法 108
3.4 訪談研究設計 109
3.4.1 訪談設計 110
3.4.2 訪談提綱設計 110
3.5 變量操作性定義與研究工具設計 111
3.5.1 地標景觀形象感知操作性定義與量表設計 112
3.5.2 感知價值操作性定義與量表設計 114
3.5.3 品牌資產操作性定義與量表設計 115
3.5.4 行為意向操作性定義與量表設計 116
3.6 量表及抽樣設計與資料收集 117
3.6.1 量表設計思路 117
3.6.2 調查問卷設計 118
3.6.3 抽樣設計 119
3.6.4 調查問卷發放與收集 120
3.7 預調研實施及測量工具校驗 121
3.7.1 預調研實施 121
3.7.2 預調研資料描述性統計分析 121
3.7.3 預調研資料信度檢驗 122
3.7.4 預調研資料探索性因素分析 128
3.8 資料分析方法 131
3.8.1 描述性統計分析 131
3.8.2 信度檢驗分析 131
3.8.3 探索性因素分析及效度檢驗 132
3.8.4 結構方程模型分析 133
3.9 本章小結 134
第四章 實證分析 135
4.1 訪談研究分析 135
4.1.1 訪談實施 135
4.1.2 訪談結果 137
4.2 描述性統計分析 138
4.2.1 問卷實施 138
4.2.2 樣本特徵分析 138
4.2.3 變數描述性分析 140
4.3 共同方法偏差檢驗 144
4.4 信度與效度檢驗 146
4.4.1 信度分析 146
4.4.2 效度分析 154
4.5 測量模型分析 159
4.5.1 地標景觀形象感知驗證性因素分析 163
4.5.2 感知價值驗證性因素分析 165
4.5.3 品牌資產驗證性因素分析 167
4.5.4 整體證性因素分析 169
4.5.5 區分效度檢驗 172
4.6 中介效應分析 173
4.7 結構方程模型分析 176
4.7.1 模型配適度檢驗 177
4.7.2 假設檢驗和模型路徑分析 177
4.7.3 各潛變量間相關分析 179
4.8 研究假設匯總 180
4.9 方差分析 181
4.9.1 不同性別間的差異分析 181
4.9.2 年齡對各變量的方差分析 182
4.9.3 不同學曆群體的差異分析 184
4.9.4 不同收入群體的差異分析 185
4.9.5 不同客源地的差異分析 187
4.10 本章小結 188
第五章 研究結論及討論 190
5.1 研究結論與討論 190
5.1.1 研究結論 190
5.1.2 研究討論 192
5.2 研究貢獻 199
5.3 管理啓示 202
5.4 研究建議 207
5.5 研究局限與展望 214
5.5.1 研究局限 214
5.5.2 研究展望 215
參考文獻 217
作者簡歷 249
附 錄 251
附錄1：各變量量表彙集 251
附錄2：調查問卷 253
摘 要 III
Abstract VI
目 錄 IX
圖目錄 1
表目錄 2
第一章 緒 論 1
1.1 研究背景 1
1.1.1 現實背景 1
1.1.2 理論背景 3
1.2 問題陳述 6
1.3 研究意義 7
1.3.1 理論意義 7
1.3.2 實踐意義 9
1.4 研究目的 11
1.5 研究內容及技術路線 11
1.5.1 研究內容 11
1.5.2 技術路線 13
1.6 研究創新 13
1.7 研究難點 15
1.8 本章小結 15
第二章 文獻綜述與理論基礎 17
2.1 城市地標景觀相關研究 17
2.1.1 城市地標意涵及相關研究 17
2.1.2 城市標誌性建築物的研究進展 20
2.1.3 城市地標景觀的研究進展 22
2.1.4 文化視角下的城市地標景觀研究 27
2.1.5 研究述評 28
2.2 城市地標景觀形象感知相關研究 29
2.2.1 旅遊目的地形象的意涵及相關研究 29
2.2.2 地標景觀形象感知的意涵及相關研究 30
2.2.3 城市地標景觀形象感知的構成要素 34
2.2.4 城市地標景觀形象感知的維度劃分與測量 36
2.2.5 城市地標景觀形象感知研究進展 40
2.2.6 研究評述 42
2.3 感知價值的意涵及相關研究 43
2.3.1 感知價值的意涵 43
2.3.2 感知價值研究方法及理論 44
2.3.3 感知價值的構成維度 47
2.3.4 感知價值相關研究 49
2.3.5 研究述評 52
2.4品牌資產相關研究 53
2.4.1 品牌資產的概念與構成要素 53
2.4.2 品牌資產的評估 58
2.4.3 目的地品牌資產 59
2.4.4 品牌資產的影響因素 63
2.4.5 研究述評 64
2.5 行為意向的意涵及相關研究 65
2.5.1 行為意向的意涵 65
2.5.2 目的地形象與遊客行為意向的影響機制研究 66
2.5.3 遊客行為意向的測量 68
2.5.4 遊客行為意向的相關研究 69
2.5.5 研究述評 70
2.6 理論基礎 71
2.6.1 S-O-R理論模型（刺激生物體反應理論模型） 71
2.6.2 手段-目的鏈 (MEC) 理論 75
2.6.3 情緒ABC理論模型 78
2.6.4 社會認知 (SCT) 理論 80
2.7 各變量間的相互影響關係 82
2.7.1 城市地標景觀形象感知與感知價值的關係 82
2.7.2 城市地標景觀形象感知與旅遊目的地品牌資產的關係 83
2.7.3 遊客感知價值與旅遊目的地品牌資產的關係 84
2.7.4 遊客感知價值與遊客行為意向的關係 84
2.7.5 旅遊目的地品牌資產與遊客行為意向的關係 85
2.7.6 城市地標景觀形象感知與遊客行為意向的關係 86
2.7.7 城市地標景觀形象感知與遊客行為意向的中介效果 87
2.8 本章小結 88
第三章 研究設計與預調研 91
3.1 假設模型與研究假設 91
3.1.1 假設模型構建 91
3.1.2 研究假設 94
3.2 研究對象選取 95
3.2.1 研究對象確定 95
3.2.2 研究對象介紹 96
3.2.3 案例選取理由 102
3.2.4 三處案例地間關聯性 106
3.3 研究方法 107
3.3.1 質化研究方法 107
3.3.2 量化研究方法 108
3.4 訪談研究設計 109
3.4.1 訪談設計 110
3.4.2 訪談提綱設計 110
3.5 變量操作性定義與研究工具設計 111
3.5.1 地標景觀形象感知操作性定義與量表設計 112
3.5.2 感知價值操作性定義與量表設計 114
3.5.3 品牌資產操作性定義與量表設計 115
3.5.4 行為意向操作性定義與量表設計 116
3.6 量表及抽樣設計與資料收集 117
3.6.1 量表設計思路 117
3.6.2 調查問卷設計 118
3.6.3 抽樣設計 119
3.6.4 調查問卷發放與收集 120
3.7 預調研實施及測量工具校驗 121
3.7.1 預調研實施 121
3.7.2 預調研資料描述性統計分析 121
3.7.3 預調研資料信度檢驗 122
3.7.4 預調研資料探索性因素分析 128
3.8 資料分析方法 131
3.8.1 描述性統計分析 131
3.8.2 信度檢驗分析 131
3.8.3 探索性因素分析及效度檢驗 132
3.8.4 結構方程模型分析 133
3.9 本章小結 134
第四章 實證分析 135
4.1 訪談研究分析 135
4.1.1 訪談實施 135
4.1.2 訪談結果 137
4.2 描述性統計分析 138
4.2.1 問卷實施 138
4.2.2 樣本特徵分析 138
4.2.3 變數描述性分析 140
4.3 共同方法偏差檢驗 144
4.4 信度與效度檢驗 146
4.4.1 信度分析 146
4.4.2 效度分析 154
4.5 測量模型分析 159
4.5.1 地標景觀形象感知驗證性因素分析 163
4.5.2 感知價值驗證性因素分析 165
4.5.3 品牌資產驗證性因素分析 167
4.5.4 整體證性因素分析 169
4.5.5 區分效度檢驗 172
4.6 中介效應分析 173
4.7 結構方程模型分析 176
4.7.1 模型配適度檢驗 177
4.7.2 假設檢驗和模型路徑分析 177
4.7.3 各潛變量間相關分析 179
4.8 研究假設匯總 180
4.9 方差分析 181
4.9.1 不同性別間的差異分析 181
4.9.2 年齡對各變量的方差分析 182
4.9.3 不同學曆群體的差異分析 184
4.9.4 不同收入群體的差異分析 185
4.9.5 不同客源地的差異分析 187
4.10 本章小結 188
第五章 研究結論及討論 190
5.1 研究結論與討論 190
5.1.1 研究結論 190
5.1.2 研究討論 192
5.2 研究貢獻 199
5.3 管理啓示 202
5.4 研究建議 207
5.5 研究局限與展望 214
5.5.1 研究局限 214
5.5.2 研究展望 215
參考文獻 217
作者簡歷 249
附 錄 251
附錄1：各變量量表彙集 251
附錄2：調查問卷 253
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