在全球化下，城市的競爭日趨激烈。在旅遊範疇，如何建立積極的目的地意象與建構足以供遊客區辨的旅遊品牌，對於想在競爭之中脫穎而出的城市而言，將更形重要。本研究旨在探討目的地意象與旅遊品牌之間的關聯性，以嘉義市市民及嘉義市遊客為調查對象，採用問卷調查法，以便利抽樣和滾雪球抽樣的方式於2014年10月至2015年1月進行調查，共取得755份有效問卷。 樣本資料以敘述性統計、驗證性因素分析、結構方程式與干擾分析等統計方法進行資料分析，研究結果顯示：（1）在「木材都市」與「棒球原鄉」品牌的整體模式中，品牌展現和外部品牌傳播對品牌知名度有顯著影響；（2）品牌展現和品牌體驗對品牌意義有顯著影響，但外部品牌傳播沒有顯著影響；以及（3）目的地意象、品牌知名度、品牌意義對品牌權益有顯著影響，但其中「棒球原鄉」的目的地意象對品牌權益沒有顯著影響。 研究結果建議：（1）目的地管理組織應制定先市民，再遊客的兩階段品牌策略；（2）賦予「木材都市」品牌元素更活潑的生命力；（3）推出「棒球原鄉」電影觀光主題套裝旅遊行程；（4）將其它具有影響力的利益關係人列為研究變數。 In the context of globalization, There is the increasingly fierce competition among cities. In the tourism category, how to build a positive destination image and construct a destination brand to recognize for tourists is more important than before. This study was designed to investigate the association between destination image and destination brands for Chiayi City. Using questionnaires in convenience sampling and snowball sampling methods in October 2014 to 2015 January to investigate.The size of valid samples is 755. Sample data is processed through methods of descriptive statistics, confirmatory factor analysis, and structural equation modeling.Results showed that: (1) in the model of ＂Timber City＂ and ＂Baseball Native Land＂, brand presented and external brand communication have significant impact on brand awareness; (2) brand presented and brand experience have significant influences on brand meaning, but no significant influences on external brand communication; and (3) destination image, brand awareness, and brand meaning have significant influences on brand equity, but destination image of ＂Baseball Native Land＂ has no significant influence on brand equity. The findings suggest that: (1) Destination Management Organizations should develop a two-stage brand strategy; (2) Endue with the ＂Timber City＂ brand elements more lively vitality; (3)Launched the ＂ Baseball Native Land ＂ movie-theme package tourism; (4) Take the other influential stakeholders into account as study variables.
