臺灣博碩士論文加值系統

早期自從觀光地意象的研究推出以來，許多研究都同意意象在消費者假期目的地的選擇過程中扮演一個顯著的角色。
要在目標市場中成功的促銷，一個旅遊地就必須適切的與其他的競爭對手有所區分，或是在消費者的心目中保有正面的地位，在產品定位的過程中最主要的部份就是創造與經營旅遊地區的特色、動人的意象認知。
本文強調使用觀光地屬性為架構去分析假期時選擇觀光地區時的觀光地意象，調查台北縣市居民對澎湖縣的觀光意象認知情形，藉由變異數分析，探討個人背景、旅遊特性的不同，其所認知的觀光地意象是否有所不同，藉由相關分析，探討意象因子與受試者的旅遊意願關係，研究調查時間為2003年的4月，總共調查了363位的有效樣本，研究結果發現：
1、一般受訪者對澎湖意象認知最深刻的屬性偏向自然景觀與個人心理體驗，受訪者意象最不深刻的以設施服務。
2、觀光地意象經因素分析後共萃取出7個主成分，分別是寧靜悠閒、設施便利、保育名聲、自然資源、低度開發、歷史文化、觀光活動。
3、個人背景對觀光地意象因子的認知有顯著性差異。
4、旅遊特性對觀光地意象因子的認知有顯著性差異。
5、觀光地意象因子與旅遊意願之間有顯著相關。
研究結果可提供相關單位行銷與運用。

Since the earliest published destination image studies, there has been agreement that image plays a significant role in the holiday destination selection process.
To be successfully promoted in the targeted markets, a destination must be favorably differentiated from its competition-or positively positioned- in the minds of the consumers. A key component of a distinctive and appealing perception, or image, of the destination.
This article outlines the use of the destination attributes as a framework for the analysis of destination image for decision to visit a religion for a vacation. Explored the resident’s who live in Taipei religion about their perceptions of destination images- Pong-Hu. To further detect whether tourists with various demographic and travel characteristics had different perceptions on each image factor, analysis of variance (ANOVA) was performed. To identify relationships between image factors and respondents travel intention, correlate analysis was employed. A sample of 363 respondents were collected in April, 2003.The results of this article found that:
1. Pong — Hu was considered as a “natural scenery ”and “ experience” place by most respondents. Its weakness, however, was the “facility”.
2. The image of a destination was found to be defined by its “ peaceful and leisurely”, “facility convenience”, “conservation and reputation”, “natural resource”, “low development”, “history and cultural” and “festival activities”.
3. Respondents with different demographic have significantly different evaluation upon destination image factors.
4. Respondents with different travel characteristics have significantly different evaluation upon destination image factors.
5. There exists a significant relation between destination image factors and their intention to travel.
Marketing and research implications are suggested.

中文摘要……………………………………………………………i
英文摘要……………………………………………………………ii
謝誌…………………………………………………………………iii
第壹章 緒論………………………………………………………1
第一節 研究背景與動機…………………………………………1
第二節 研究目的與內容…………………………………………4
第三節 研究範圍與對象…………………………………………5
第四節 研究流程…………………………………………………6
第二章 文獻回顧……………………………………………………7
第一節 意象與觀光地意象的定義………………………………7
第二節 觀光地意象認知的形成…………………………………10
第三節 觀光地意象的成份………………………………………13
第四節 觀光地意象的衡量與評估………………………………17
第五節 影響觀光地意象認知的相關研究………………………20
第六節 觀光地意象認知與旅遊選擇意願………………………23
第參章 研究方法……………………………………………………27
第一節 研究架構…………………………………………………27
第二節 研究變項定義……………………………………………27
第三節 研究假設…………………………………………………28
第四節 問卷設計與抽樣方法……………………………………29
第五節 資料處理與分析方法……………………………………33
第肆章 研究結果與分析……………………………………………34
第一節 個人背景、旅遊特性與旅遊意願之分析………………34
第二節 觀光地屬性評價與因素分析……………………………38
第三節 觀光地意象與個人背景、旅遊特性之探討……………44
第四節 觀光地意象與旅遊意願之探討…………………………51
第伍章 結論與建議…………………………………………………54
第一節 結論………………………………………………………54
第二節 建議………………………………………………………58
參考文獻………………………………………………………………60
附錄……………………………………………………………………67

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