從臺北花博探討活動外溢效果、政治參與對城市意象之影響

Abstract

特定城市籌辦大型活動的目標成效係為對外傳達城市與國家意象，其中大型活動所衍生的活動外溢效果是否能對城市意象產生影響；而民眾的政治參與是否扮演關鍵角色，此議題值得深入探討的。本研究以「2010臺北國際花卉博覽會」做為大型活動的個案探討，並針對外縣市民眾（非大臺北地區）進行調查，經分析發現：1.活動外溢效果對城市意象有正向影響力；2.政治參與對城市意象有負向影響力；3.活動外溢效果會抵消政治參與對城市意象的負向影響力。本研究建議：未來城市在主辦大型活動時，可強化活動外溢效果的傳達，以有效向民眾傳達大型活動所衍生出來的外溢效果，降低經由國內政治因素的影響，如此不但能提高城市的知名度，更可以美化城市的形象，打造出國際級城市。

The goal effectiveness of a city to host a mega event is to spread city and national image. This study was to investigate whether even spillover effects and political participation influence city image. By employing ?2010 Taipei International Flora Exposition? as an example, questionnaires were collected on site, and the targeting population of this study was non-resident participants (those who do not live in Taipei city and New Taipei City). Study findings reveal that event spillover effects positively influence city image, yet political participation negatively influences city image. Further, we found event spillover effects do neutralize the negative influence of political participation on city image. This study suggests that spreading event spillover effects not only increase city image but also decrease negative influence from political issues in hosting a mega event. Benefits of hosting a mega event help raise city popularity and beautify city image, which is a fundamental to become a world-class city.