| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === Hosting mega events can be a method for attracting tourists to travel. The goal is to develop the whole attitude toward destination image by transferring the event image. Besides, the effect of word-of-mouth will broaden the benefits of the events. Not only can improve the local economy, but also can increase the International exposure. It will achieve win-win situation. This study focus on “2016 Taiwan Lantern Festival” as an example, targeting population is foreign tourists participants (those who do not live in Taiwan).Valid questionnaires were collected from the event tourist participants (n = 222). Discuss the interaction among the event image, destination image, event WOM and destination WOM and use sem to analyze whether the difference of place attachment (high place attachment; low place attachment) would make different results in this model. This study reveal that large-scale activity really plays a big role in destination image, and enhance tourists’ place attachment which help the sustainable tourism development.
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