從遊客對太平老街建築環境之視覺偏好與目的地意象的視角探討場所依戀

Exploring Place Attachment from the Perspective of Tourists' Visual Preferences for and Destination Image of the Architectural Environment of Taiping Old Street

探索場所依戀的形成過程是場所營造領域中的一個值得關注的議題。然而，關於場所依戀與遊客對老街老建築的視覺評價之間的關聯，還存在著研究缺口。本研究以太平老街為例，從遊客對建築環境的視覺偏好和目的地意象的視角探索場所依戀的形成過程。本研究採用問卷調查法，以Smart PLS結構方程模型進行數據分析。研究發現：（1）遊客最喜歡的建築環境視覺信息表徵為神秘性，然後依次為複雜性、易讀性和連貫性。（2）遊客的視覺偏好通過目的地意象影響場所依戀：視覺偏好對場所依戀和目的地意象有顯著的正向影響；目的地意象對場所依戀有顯著的正向影響，並在視覺偏好對場所依戀的影響中起中介作用。本研究結果從遊客的視覺偏好和目的地意象的角度為場所依戀的形成過程提供了參考，也為老街的視覺建築環境設計和場所營造提供了建議。

Exploring the formation process of place attachment is a noteworthy topic in the field of place-making. Nevertheless, there is a research gapon the association between place attachment and tourists’visual evaluation of old buildings on old streets. Taking Taiping Old Street as an example, this study was designed to investigate the formation process of place attachment from the perspective of tourists’visual preferences and destination image of an architectural environment. This study used the questionnaire-based survey method and Smart PLS structural equation modeling for data analysis. The study found that: (1) Tourists’most preferred visual information representation of architectural environment was mystery, followed by complexity, legibility, and coherence, in that order. (2) Tourists’visual preference had effects on their place attachment via destination image：Visual preferences had significant positive effects on place attachment and destination image; destination image had significant positive effects on place attachment and played a mediating role in the influence of visual preferences on place attachment. Research findings provide a reference for the place attachment formation process from the perspective of tourists’visual preferences and destination image, and we also provide suggestions for the design of the visual architectural environment and place-making for old streets.