| Summary: | 碩士 === 國立臺北教育大學 === 社會與區域發展學系碩士班 === 102 === Hosting a special event such as sport events, expositions, festivals, has been recognized as an important strategy not only for a short-term rise in tourist volumes and positive economic benefits, but also for improving a destination’s image and building a destination’s brand for sustainable development (Getz, 1997; Hall, 1992; Jago et al., 2010; Prentice and Andersen, 2003; Ritchie, 1984). Studies Analyzing the impact of special events on destination brands, extensive studies have been conducted on the significantly positive impact of events on a host destination’s image and branding (Kim and Morrison, 2005). Jago et al. (2003) developed a conceptual framework for building special events into destination branding after soliciting event experts’ opinions.
This study also tried to explore the important factors of successful event in tourists’ mind. The data were collected from the “2013 Taiwan International Balloon Festival in Taitung” and “2013 Kaoshung City Balloon Festival”. Research findings suggest the following:
(1) Tourists think Kaohsuing is a morden-trendy and young-spirited city and tourists think Taitung is a friendly-rugged、charming-unique and original-small town city
(2) The city brand personality has a significant impact on tourists' experience.
(3) Tourists think “2013 Taiwan International Balloon Festival in Taitung” destination images are better than“2013 Kaoshiung City Balloon Festival” destination image.
(4) The festival destination image has a significant impact on tourist’s experience.
(5) Tourist’s experience has a significant impact on tourist’s event success evaluation.
Keywords: Destination Image, City brand, Festival
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