現今世界各地會透過舉辦大型活動來吸引全球觀光客朝聖，藉由活動的意象來投射到對目的地意象的整體觀感，且事後的口碑傳遞會持續擴大活動的效益，不僅可以帶動地方的經濟發展，也可以增加地方的國際曝光度，達成多贏的局面。本研究以「2016台灣燈會」作為大型活動的個案探討，針對國外觀光客進行為期二周的紙本問卷調查，共回收了222份有效樣本，同時探討事件意象、目的地意象、事件口碑和目的地口碑間的交互關係，並經由結構方程模式分析觀光客地方依戀程度上的不同（高地方依戀；低地方依戀），意象對口碑傳遞和口碑對口碑之間的關係。結果顯示大規模活動的確對目的地扮演著重要的角色，且提高觀光客對地方的依戀程度有助於觀光的永續發展。

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.

黃文卿、陳玉清、林晏州 (2007)。國家公園大型活動之效益評估－以太魯閣國際馬拉松活動爲例，戶外遊憩研究，第20卷，第3期，25-46。
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