本研究探討文創園區的品牌熱情，並了解品牌熱情的前因後果。模式分析以自我一致性、品牌認同、生活一致性做為品牌熱情的前因，品牌投入、滿意度、目的地忠誠度為品牌熱情的後果。本研究使用實地發放問卷的方式收集有效問卷，2017年3月5日至2017年4月1日於高雄駁二藝術特區發放380份問卷，其中實際有效問卷共359份。結構方程模式分析結果顯示自我一致性、品牌認同、生活一致性皆會正向顯著影響品牌熱情，雖然品牌熱情並不會直接顯著影響目的地忠誠度，但會正向顯著影響品牌投入、滿意度，而品牌投入、滿意度都會正向影響目的地忠誠度。最後本研究依據分析的結果提出管理意涵、未來研究方向建議。

This study explores the brand passion of the Culture and Creative Park, and understands the antecedents and consequences of brand passion. Our analysis focus on self-congruence, brand identification, lifestyle-congruence as the antecedents of brand passion while brand engagement, satisfaction, and destination loyalty as the consequences of brand passion. An on-site questionnaire survey is conduct to collect data for our study. A total of 380 questionnaires are distributed and 359 useful samples are obtained during four weeks period in early March, 2017. The results of the structural model show that antecedents such as self-congruence, brand identification, lifestyle-congruence are found to have significant, positive effects on brand passion. While brand passion is not significantly related to destination loyalty, it is found to have a significant, positive effect on brand engagement and satisfaction. Both brand engagement and satisfaction have significant, positive effect on destination loyalty. Managerial implications and suggestions for future research are discuss and provided.

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