本研究目的主要探討對地景藝術黃色小鴨在光榮馬頭高雄市民的，探討市民其「觀光意象」、「地方依附」、「滿意度」三者間之關係。並分析展出對高雄市之城市行銷效益。採用隨機性抽樣的方式進行問卷調查進而資料之取得。進行問卷調查，共計回收有效問卷457份。研究發現：（1） 市民對黃色小鴨，高雄市民對黃色小鴨展出之觀光意象、地方依附與滿意度普遍偏高。（2） 觀光意象對地方依附及滿意度有顯著正面影響；地方依附在觀光意象對滿意度之影響方面具有部分中介效果。（3） 女性、大學（專）教育程度、軍警公教及交通工具為汽車或機車之市民較重視情感意象；46-55歲之高雄市民較重視認知意象。（4） 合併前高雄市民與前高雄縣民普通均認同黃色小鴨展出。而展出地點附近民眾具有較高之觀光意象，但在地方依附及滿意度偏低，顯見「鄰避效應」。（5） 整體而言，黃色小鴨在高雄之展出可提升市民之地方依附及光榮感，對高雄市具有極正面之城市行銷效益。 This research explores how the Rubber Duck exhibition increased citizens’ identification, pride and happiness, as well as the relationships among tourism image, place attachment, and satisfaction. Through Random Sampling, questionnaires were sent to every fifth Kaohsiung citizen at busy locations; 457 valid questionnaires were collected. 1. The studies found that rubber duck tourism image can be divided into "Affection" and "Cognition" factors; Place Attachment can be divided into "Place Dependence" and "Place Identity" factor. Overall, Kaohsiung citizens stated that the display of the Rubber Duck，Tourism Image, Place Attachment and Satisfaction as a positive response.2. In terms of the differences between Tourism Image, female, universities educated students, Military, Civil and Teaching Staff or citizens who take car or motorcycle as their transportation put more attention on the emotional imagery of the people; however 46-55 years of Kaohsiung citizens more emphasize cognitive imagery.3. In terms of the differences between Place Attachment, female, university educated students and citizens who take car or motorcycle as their transportation have higher place recognition.4. In terms of the differences between Satisfaction degree, female, university educated students and citizens who take car or motorcycle as their transportation have higher Satisfaction.5. Tourism Image have a significant positive influences on Place Attachment and Satisfaction Degree; Place Attachment also have significant positive influences on Satisfaction . Place Attachment has a mediating effect on the influences of Tourism Image and Satisfaction.
