EVALUATION OF CITY IMAGE ELEMENTS OF GUANGZHOU BASED ON STRUCTURAL EQUATION MODEL
通过问卷调查广交会参与者的感知，识别广州城市形象的维度与期望，并运用结构方程模型分析其形成机制，为城市规划和营销提供诊断与改进建议。
In both strategic city planning and city marketing,a fundamental starting point is to evaluate the image of the city itself.Knowing a city's image is a key element in the diagnosis,which should serve as the basis of city planning.The concept of city image is multidimensional;it is not limited solely to one urbanistic aspect but,rather,should include other aspect of stakeholders.This paper identifies dimension of city image on Guangzhou as well as Guangzhou' expectation through questionnaire based on Participator's Perception of Canton Fair.After validating the measurement scales,a Path Analysis of Structural Equation Model(SEM) applied to the city of Guangzhou is obtained that helps to understand the forming of its image.The interpretation and conclusions drawn from the model complement the diagnosis and suggest actions to be carried out to improve a city's image of Guangzhou.