We live in an image world nowadays. The government propagates policy to civilians using various kinds of visual media for communication. Dwellers make sense of temporality and space of the city through eyes and brain. Yet, any official expectation that citizens would agree with the city image will not be achieved without prior knowledge of citizens' value system. In the meantime, building city image is a strategy of enhancing competitiveness of a city.
Adopting Zaltman method of elicitation technique (ZMET), this research explores the mind maps of six Kaohsiung city marketers, also city dwellers, by a series of visual elicitation. The end result is the consensus map that reflects their common thought or value system.
Research finds that the prime values of their city image are aesthetics, romance, vigor, happiness, subjective well-being, and localism. Their importance is in that order. These findings not only reflects city marketers' core value but contributes to future projection and marketing of Kaohsiung's city image.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0826109-104603 |
| Date | 26 August 2009 |
| Creators | Pao, Chung-hui |
| Contributors | Ying-Shin Chen, Kuang-Wu Koai, Jy-Kuang Fang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0826109-104603 |
| Rights | campus_withheld, Copyright information available at source archive |
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