社區總體營造是近幾年來越來越受重視的社區發展政策，而本研究的目的在探索出在社區協力、社區發展的利益與社區所要塑造出來的形象是否在社區總體營造的利害關係人之認知結構上是否存在差異？
　　本研究以台南市永華里為主要個案對象，利用個案研究法的觀察與內容分析法的分析去探索出社區總體營造的規劃者、執行者、當地居民與觀光客這四個角度在社區協力、社區發展與目的地形象這三部份的認知上是否存在差異。而訪談結果發現，在社區協力的部份規劃者認為是由規劃者本身主導營造活動，執行者亦認為是執行者本身主導營造活動。在社區發展的部份規劃者首重知名度成長，執行者則首重社區成長。在目的地形象規劃者以獨特功能性（如：常常舉辦活動）為重，但觀光客認知到的形象為一般心理性（如：舒服、愉快的感覺），當地居民認知到的形象為負面的形象（如：停車問題、髒亂）。並再進行第二個案的訪談以做為個案一的參考比對。
　　而為了避免規劃者、執行者、觀光客與當地居民因為認知結構上的差異去影響整個社區營造活動的效果，本研究提出建立民眾團體基金以雇用技術顧問、設立公民顧問委員會、規劃者執行者與民眾團體共同召開會議、要求定期的計畫檢討及收集民意調查等建議，以增進當地執行單位與當地居民的參與權力，來消除彼此間認知結構的差異。

　　Community empowerment is a policy that the government pays more and more attention to it in recent years. The purpose of this article is to find out what is the difference among the relations of cognitive structure in community collaboration, the benefits of community and the destination image?
　　This study focus on Yong-Hua li in Tainan city. This study use the case study research to observe the community and use the content analysis to find out the difference among the planners, executives, citizens and tourist’s cognitive structure in community collaboration, community development and destination image. The results indicate that the planners think that they are lead the community empowerment, the executives also think that they are lead the community empowerment in community collaboration part. In community development part, the planners focus on well-known of the community, the executives focus on the growth of the community. In destination image part, the planners focus on unique functional image（ex. A lot of acitvities）, the tourists focus on Common psychological image（ex. comfortable）, the citizens focus on negative image（ex. dirty, the parking problem）.
　　In order to avoid the difference of cognitive structure will affect the effectiveness of the community empowerment, we make some suggestions, includes to hire a consultant for the executives, to establish the citizen consultant committee, convene a meeting of the planners, executive and the citizens, to set a date to review the project and to examine the public option, in order to raise the participance power to eliminate the difference cognitive structure between each other.

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