展覽作為商業行為中的一環，在行銷上面有著至關重要的作用，因為與之有關的周邊相關產業都會衍生經濟效益，已成為全球經濟成長與旅遊發展的重要推動力量。 
本研究透過探討觀眾對臺北作為沉浸式展覽之目的地意識，如何透過社群媒體傳播與知覺基礎設施之評價，影響其對展覽體驗之感知品質。近年沉浸式展覽在臺灣快速興起，其中以翡冷翠文創公司於臺北松山文創園區所承辦之「會動的浮世繪」展覽為例，展現了城市文化資源、展演空間再利用與觀光消費結構之整合。因此，本研究以目的地品牌與文化觀光體驗為理論基礎，透過目的地品牌衡量架構，包含「目的地意識」、「社群媒體傳播」、「知覺基礎設施」，以及「感知品質」等構面，並將其調整後應用於展覽情境中。
本研究採用量化研究方法，以曾參觀沉浸式展覽之觀眾為調查對象，共回收有效問卷 251份，並以SPSS 22進行信效度檢驗與相關性及多元迴歸分析，以驗證假說關係的成立與否。
本研究指出，展覽不僅作為文化內容的呈現形式，更為城市形象建構與目的地品牌推進的媒介。社群媒體傳播提升展覽能見度與情感連結，而展演空間及周邊基礎設施則形塑觀眾的體驗品質感知，兩者皆構成展覽吸引力與再訪意願之關鍵。本研究結果可提供展覽策展單位、文化創意產業與城市觀光行銷部門之策略參考，以強化文化展演與城市品牌整合之可持續發展。

 Exhibitions, as a component of cultural and commercial activities, play a crucial role in marketing and economic development. The industries associated with exhibitions often generate substantial derivative economic benefits, making them an important driving force in global economic growth and tourism development.
  This study investigates how audiences’ awareness of Taipei as a destination for immersive exhibitions influences their perceived quality of the exhibition experience, with social media communication and evaluations of infrastructure and public facilities serving as key mediating factors. In recent years, immersive exhibitions have rapidly gained popularity in Taiwan. The exhibition “Moving Ukiyo-e”, organized by Felice Creative Co., Ltd. at the Songshan Cultural and Creative Park in Taipei, exemplifies the integration of urban cultural resources, adaptive reuse of cultural spaces, and cultural tourism consumption patterns. Accordingly, this research adopts a destination branding and cultural tourism experience framework, incorporating the constructs of destination awareness, social media communication, infrastructure and public facilities, and perceived quality, and contextualizes them within an exhibition setting.
  A quantitative research design was employed, targeting individuals who have visited immersive exhibitions. A total of 251 valid questionnaires were collected. Reliability and validity assessments, as well as correlation and multiple regression analyses, were conducted using SPSS 22 to examine the proposed relationships among variables.
  The findings indicate that exhibitions serve not only as platforms for cultural presentation but also as strategic mechanisms for shaping city image and reinforcing destination branding. Social media communication enhances exhibition visibility and emotional engagement, while the quality of exhibition venues and surrounding infrastructure influences visitors’ perceived quality of experience. Together, these factors determine the attractiveness of exhibitions and influence visitors’ intention to revisit. This study provides managerial implications for exhibition organizers, cultural and creative industries, and urban tourism authorities, highlighting strategies for fostering sustainable integration between cultural exhibitions and destination branding.

中文提要 iii
英文提要 v
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 9
第四節 研究流程 10
第五節 研究範圍 12
第二章 文獻探討 13
第一節 全球與亞洲展覽產業概況及數位科技應用 13
第二節 目的地意識 45
第三節 目的地社群媒體傳播 53 
第四節 知覺基礎設施 60
第五節 感知品質 67
第三章 研究方法74
第一節 研究假說 75
第二節 研究架構 76 
第三節 實證對象與抽樣方法 79
第四節 問卷設計 83
第五節 統計分析方法 88
第四章 資料分析與結果 92
第一節 研究樣本結構分布 92
第二節 敘述性統計分析 93
第三節 信度分析 96
第四節 共同方法變異檢定 102
第五節 相關分析 103
第六節 迴歸分析 105
第七節 階層迴歸分析 113
第五章 結論與發現 116
第一節 研究假說驗證 116
第二節 研究發現 120
第三節 實務意涵 122
第四節 管理意涵 124
第五節 對學術貢獻 125
第六節 研究限制與建議 126
參考文獻 129
附件 研究問卷 140

表目錄
表1-4-1 研究流程示意表 11
表2-1-1 展覽分類表 17
表2-1-2 展覽定義及分類表 24
表2-2-2 各縣市展覽廠商及銷售額累計名次 29
表3-1-1 研究模型表 79
表3-2-1 目的地意識研究變數與衡量題目 84
表3-3 目的地社群媒體傳播研究變數與衡量題目 85
表3-4 知覺基礎設施研究變數與衡量題目 86
表3-5 感知品質研究變數與衡量題目 87
表4-1-1 問卷發放數量及有效樣本數 92
表4-2-1 整體有效樣本之生理性別分布 93
表4-2-2 有效與無效問卷樣本數 93
表4-2-3 有效年齡分布 94
表4-2-4 國籍分布 94
表4-3-1 KMO值與球型檢定數據表 96
表4-3-2 目的地意識之因素分析摘要 97
表4-3-3 社群媒體之因素分析摘要 97
表4-3-4 知覺基礎設施之因素分析摘要 97
表4-3-5 感知品質之因素分析摘要 98
表4-3-6 有效樣本之信度分析表 99
表4-3-7 各題項構面量表信度分析表 100
表4-4-1 共同方法變異之哈門氏單因子檢定摘要表 102
表4-5-1 相關分析表 104
表4-6-1 控制性別、年齡變數目的地意識對社群媒體傳播迴歸分析表 106
表4-6-2 控制性別、年齡變數目的地意識對知覺基礎設施迴歸分析表 108
表4-6-3 控制性別、年齡變數社群媒體傳播對感知品質迴歸分析表 110
表4-6-4 控制性別、年齡變數知覺基礎設施對感知品質迴歸分析表 112
表4-7-1 檢驗社群媒體傳播與變相之間效果 114
表4-7-2 檢驗知覺基礎設施與變項之間效果 115
表5-1-1 實證模型路徑分析表 117
表5-2-1 檢驗假說社群媒體傳播與變項之間效果 118
表5-2-2 檢驗假說知覺基礎設施與變項之間效果 119
表5-2-3 研究假說驗證表 120

圖目錄
圖2-2-1轉型後松山文創園區之建築 31
圖2-2-2松山文創園區周邊公共交通基礎設施圖 34
圖2-2-3松山文創園區周邊文創產業設施 35
圖2-5-1翡冷翠文創公司Instagram社群媒體平台及數據 57
圖2-5-2翡冷翠文創公司Facebook社群媒體平台及數據 57
圖2-5-3翡冷翠文創公司Youtube平台及影片觀看人數數據圖 58

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