城市硬意象屬性觀光行銷之潛力：創新擴散與資訊採用之觀點

Using Innovation Diffusion and Information Adoption to Examine the Potential of the Hard Image Attributes of a City for Urban Tourism Marketing

本研究探討城市的文化、經濟、基礎建設、社會發展現況在量化後所呈現之硬意象屬性，能否作為都市觀光的行銷素材。研究架構基於兩個重要傳播理論：創新擴散與資訊採用。透過問卷調查412份樣本，搭配偏最小平方結構方程式模型進行數據分析。結果發現，樣本對兩種硬意象屬性的資訊來源──政府與非政府──之信任度，會強化其採用這些資訊做為都市觀光參考資料的意圖；與此同時，若城市治理者能彰顯城市的硬意象做為觀光參考資料之創新特性──相對優勢、互容性、簡易性、可觀察性──樣本對資訊來源的信任度即無法影響其資訊採用意圖。

The image attributes of a city are its defining features. The literature indicates that when such attributes are in the form of quantitative or categorical data, such as cultural, economic, infrastructure-related, and social development indexes, city authorities can use them to communicate efficiently with various audiences. Although the literature suggests that the hard image attributes of a city can influence individuals' intention to visit, quantitative empirical research on this subject is lacking. Therefore, this study applies the theories regarding the influence of innovation diffusion and information to obtain a conceptual framework comprising three causal constructs: source credibility, perceived innovation characteristics, and information adoption intention. The study designs formative measurement items for these constructs and obtains data from 412 respondents. Descriptive analysis suggests that hard city image attributes can serve as a tourist reference. Partial least squares structural equation modeling reveals that innovation characteristics fully mediate the relationship between source credibility and information adoption intention. Therefore, if an individual recognizes the relative advantage, compatibility, complexity, and observability of hard attributes as tourist references, then the credibility of the sources offering the attributes does not influence information adoption intention. The results of the empirical study confirm that the hard image attributes of a city can be used as communication materials for the authorities to perform urban tourism marketing. This study contributes to the knowledge on urban governance, city marketing, urban tourism, and the influence of information.