國內外事件與目的地之相關研究相關研究已經累積相當多的成果，但大多將研究重點著焦於目的地或者事件其中之一，基於事件與目的地為兩個獨立的品牌，兩者相互搭配操作在實務上已是常態，在研究上同時考量兩者的必要性也在近年被提出（Chalip &; Costa, 2005），但實徵研究上卻仍很缺乏。再者，過去的相關研究較少以觀光客以外的利害關係人進行研究，加上研究設計與方法多以事前設定之量化或者文字語言方式施測衡量，在缺乏非文字語言之深層思緒與心智圖像的表達下，消費者的感受與意義的詮釋上便受到限制（G. Zeltman, 2004; G. Zeltman, 2008）。因此，本研究以「Zaltman 隱喻抽取技術」 — ZMET（Zaltman Metaphor Elicitation Technique），針對事件利害關係人之一的高雄市民進行有關高雄世運的品牌認知探討。受訪者包含旅遊業者、世運志工、小吃業者、一般上班族、藍領階級、大學生、認養世運參與國家高中之學生以及從事世運相關運動人員等22位。資料分析結果發現：（1）在非文字語言的結果上，受訪者所合成圖片，雖然選擇的標的或有若干重複之處，但在意義詮釋上呈現極大的差異性。其中，世運主場館是高雄世運合成圖片中被選擇次數最多者。（2）在文字語言（訪談）的分析結果上，高雄是以新興或整頓後之硬體建築，如基礎設施、景點地標所組成，人文色彩與價值較少。高雄世運被認為具有經濟、觀光、與獲取外界認同之價值，但受訪者主動參與（及觀賞）傾向卻很低。（3）除了主場館及巨蛋外，高雄世運均是以高雄市為主體進行的描述，世運品牌專屬特徵與獨特性極少，顯示高雄世運被認為是高雄之品牌延伸。

In recent years, special events and destination were widely but often separately discussed in place marketing literature. As destination and special events are independent brands, it is strategically essential to consider how to incorporate both brands properly in destination marketing plans (Chalip & Costa, 2005). In addition, most of the past studies conducted quantitative research to which fixed constructs were used to examine tourists’ perceptions. There has been lack of qualitative oriented empirical research on both special events and destinations. Further, previous study methods have also shown deficit of non-language expression, metaphorical interpretation of meanings on consumers’ perceptions of a brand (G. Zeltman,2004; G. Zeltman,2008). The purpose of this research is using ZMET (Zeltman Metaphor Elicitation Technique) to conduct in-depth interviews and pictorial analysis on brand perceptions of 2009 Kaohsiung World Games. 22 interviewees’ were interviewed and each of the interviewees composed a picture image of 2009 Kaohsiung World Games. Research results showed the following major findings: (1) Non-language results showed high variance interpretation of meaning; even some components of summary image are the same or alike. (2) Linguistic (interview) results showed Kaohsiung is composed of new infrastructures and buildings, with relatively few culture aspects. Interviewees have low
intention to attend/participate the game, but expect it brings benefits on economics, tourism and identity. (3) Except the main stadium and Kaohsiung arena, the 2009 Kaohskung World Games has few characteristics on its own. Most of the game’s characteristics are from of the city Kaohsiung. It shows World Games is considered a brand extension of Kaohsiung.

摘要 I
Abstract II
謝誌 IV
目錄 V
圖表索引 VII
第壹章 緒論 1
第貳章 文獻探討 3
第一節 品牌 3
第二節 目的地品牌與形象 9
第三節 特殊事件（special event） 15
第四節 目的地與特殊事件品牌策略 21
第參章 研究方法 37
第一節 研究對象與抽樣方法 37
第二節 實施步驟與期間 39
第三節 資料分析方法 42
第四節 資料分析的信度與效度 43
第肆章 研究結果與資料分析（一） 45
第一節 高雄是個空殼 45
第二節 高雄世運是一帖大補帖 51
第三節 高雄市民與高雄世運之距離 56
第伍章 研究結果與資料分析（二） 59
第一節 感官影像（Sensory images） 59
第二節 分類整理（Sorting task） 80
第三節 總結影像（Summary image） 107
第陸章 研究結論與建議 117
第一節 研究結論 117
第三節 研究限制與後續研究建議 123
參考文獻 125
附錄一 135
附錄二 146
附錄三 152
作者簡介 158

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