愈來愈多城市將節慶活動當作城市發展的重要政策，希望藉此降低全球化所造成的不確定性和認同感的危機。因為人們相信在節慶活動和城市發展的合作關係中，由節慶本身所提供的文化新形象和經濟效益，都代表著競爭優勢的潛在來源。然而，當全世界都在競逐大型活動時，當今政府究竟應該引領怎樣的時代價值？為了回答這個問題，本研究以目的地意象作為理論背景架構，將焦點放在：節慶活動如何影響目的地意象？與認知、情感意象對目的地意象所造成的影響，及參與台中爵士音樂節的觀眾，其對節慶活動內容元素的特性對目的地意象所造成的影響。基於以上的目的，本研究以持續舉辦和行銷城市作為出發點的台中爵士音樂節作為研究對象。於活動發生期間，回收有效問卷270份。經由結構方程分析法來分析實證資料對研究假設模型的支持程度，使用的統計分析方法為Amos。研究的主要發現為：一，節慶活動認知與情感意象對目的地意象具有正向影響。顯示節慶活動的認知和情感意象元素內容改變時，目的地意象也會跟著改變。節慶活動認知意象以節目內容最能造成對台中的影響，節慶活動情感意象以討喜的音樂節特性最受重視。研究指出加強節目內容和討喜感的音樂節形象，有助於提高觀光客對台中的滿意。其次，節慶活動認知意象對情感意象具有互惠的效果。研究推翻過去學者對認知意象之於情感意象單向影響關係的研究假設。由於節慶活動突顯組成背後的價值渴望（認知、思考、記憶、經驗），因此在認知層面，音樂節的成長必須將重心置於個人經驗與活動表現品質的結合。在情感層面，必需滿足觀光客對音樂節的喜好、放鬆之需求。第三，節慶活動認知和情感意象作為影響目的地意象的中介角色，顯示整體面：場所精神和個體面：活動認知和個人情感之間密不可分的三元關係。節慶活動認知相較於情感意象更能突顯觀光客對目的地意象的訴求。結果顯示，節慶活動認知的影響效果以節目內容最大，其次依序才是環境、娛樂活動、地方特色。未來，製作人的藝術眼光和創作表現依然是音樂節得以持續的關鍵。他們為節目內容的品質把關，替表演注入新穎元素，展現音樂節之於城市的獨特風貌。

Increasingly, many cities are involving festival activities as urban development policy. This is done to reduce uncertainty and identity crisis, which is caused by globalization. Because people believe festival activities through city in new image of culture and economic benefits, all represent potential sources of competitive advantage. However, when the world cities are competing for large-scale events, what kind of value the current government should be lead？To answer this question, this study framework of the destination image as the theoretical background, will focus on： what is the relationship of festival activities and destination image？ Cognitive image and affective image on destination images due to effect, and the in Taichung Jazz Festival audience, the characteristics of festivals on the impact of the destination image. Based on the purpose, the organizing and marketing studies by the city, we used Taichung Jazz Festival audience for the study. We received 270 valid questionnaires during activities. SEM to analyze the empirical data on the hypothetical model of the degree of support, using statistical analysis of Amos. The main finding are：First, Festival on cognitive and affective destination image positively. Show festivals of cognitive and affective image element content changes, the destination image will also change. Festival cognitive image to create the best content on the impact of Taichung, festivals affective characteristics of the most appealing music festival attention. Studies that enhance a sense of program content and favorable image of the music festival, can help to improve the tourists satisfaction of Taichung Jazz Festival. Second, Festival cognitive image of a beneficial effect of emotional image. Of previous studies on cognitive overthrow image effects on the affective relationship between one-way hypothesis. Composition of the festival highlights the value of the underlying desire (cognitive, thinking, memory, experience), so in the cognitive level, the growth of the festival must be the focus placed on the quality of personal experience and the quality performance of the combination of music festival. In the emotional level, it is necessary to meet the tourists on the preferences of the festival to relax the requirements.Third, Festival cognitive and affective image as the intermediary role of destination images, showing the whole surface: the spirit of place and individual areas: activities closely between the cognitive and affective individual ternary relations. Festival more cognitive than affective highlight the impact on destination image. The results showed that cognitive effects festival program content to the largest, followed by is the environment, recreational activities, local characteristics. Future, the producer’s vision and creation of art is still the key to a sustainable festival. They check the quality of content, into new elements for the show, show music festival in the city's unique character.

中文摘要i
英文摘要iii
目次v
表次vii
圖次viii


第一章 緒論1
第一節 研究背景與目的1

第二章 文獻回顧5
第一節 目的地意象5
第二節 節慶活動認知與情感意象18
第三節 節慶活動與目的地意象35
第四節 台中爵士音樂節的背景與發展46

第三章 研究模型與研究方法52
第一節 研究架構52
第二節 研究變數定義與衡量53
第三節 問卷設計與抽樣設計57
第四節 資料分析方法59
第五節 信度與效度分析62

第四章 資料分析65
第一節 樣本結構分析65
第二節 參觀行為分析67
第三節 節慶認知、情感與目的地意象敘述統計71
第四節 結構方程模式分析74

第五章 討論81
第一節 研究結果討論81
第二節 研究模式討論84
第三節 研究理論討論86

第六章 結論與建議88
第一節 研究結論88
第二節 理論與實務意涵93
第三節 研究限制與研究建議98


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