觀光旅遊產業已成為提升國家經濟收入之發展重點，因此各個國家可先瞭解遊客心目中對於旅遊目的地之意象，並針對特定的族群進行有效的市場定位。此外，自我概念是影響個人造訪旅遊目的地意願的重要因素之一，且相關的研究付之闕如，因此本研究探討自我概念、目的地意象、自我一致性、旅遊意願之關係，並利用準實驗設計來進行比較有無瀏覽旅遊手冊之受訪者，其瞭解使用旅遊手冊所引發的廣告效果對於自我一致性與旅遊意願間之關係是否有調節效果。
本研究在2009年3月至4月於捷運站發放正式問卷，對象為十八歲以上且未前往過峇里島之國人，共計發放420份問卷，有效回收率為98.3%，使用隨機之便利抽樣法。
本研究發現自我概念與峇里島目的地意象之間的適配程度會影響自我一致性，而消費者之自我一致性越高，會提高消費者前往目的地之旅遊意願，且使用設計良好的旅遊手冊的廣告效果更能強化自我一致性與旅遊意願之間的關係。因此建議旅遊相關產業可先針對消費者做市場區隔並找出目標顧客，給予遊客良好的目的地意象，繼而設立該目的地之市場定位，並使用旅遊手冊，以加強消費者之旅遊意願。

Tourism development has earned great income to enhance a country’s economy, so the Organizations of Tourism must understand the tourists’ perceptions of destination image first, and then carry out effective market positioning and marketing strategies for specific targeting groups. In addition, a person’s self-concept is an important determinant of travel destination decision-making. If the destination image and a tourist’s self-concept have the higher level of adaptation, which results in the higher level of self-congruity. Researches pertaining self-congruity of tourism are rare, therefore, this study evaluate the level of adaption of tourism destination and self-concept, and examine the influence of self-congruity on willingness to travel as well as test the advertising effectiveness of tourism brochure as a moderator strengthening the relationship between self-congruity and willingness to travel.
Survey instrumented was developed based on literature review. Quasi-experimental design was adopted to compare respondents who browse the tourism brochure and who did not. Data collection was from March 27, 2009 to April 19 at the Subway stations. Non-random sampling of convenience sampling method was used. Research samples were people who over the age of 18 and have not been to Bali. For a total of 420 questionnaires were distributed, only 7 respondents did not complete the questionnaire, resulting in a total of 413 valid questionnaires with response rate of 98.3% and use SPSS 12.0 for statistical data analysis. The statistical methods used including descriptive statistics, reliability analysis, correlation analysis, item analysis, regression analysis and hierarchical regression analysis.
The Cronbach’s alpha of variables were high presenting good reliability of the study. Respondents perceived positive tourism image toward Bali and showed high willingness to travel to Bali. The results indicated that the adaption of tourism destination and self-concept had a significant influence on self-congruity, and self-congruity affected travel willingness, as well as the advertising effectiveness of tourism brochure did play a moderator strengthening the influence of self-congruity on willingness to travel. Thus, suggestions for those related to the tourism industry are to understand and create the image of destination imagefirst, to analyze the targeting consumers to promote tourism destinations with consistent self- congruity, and use travel brochures to enhance consumers’ willingness to travel.

內 容 目 錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．．
英文摘要 ．．．．．．．．．．．．．．．．．．．．．
致謝辭 ．．．．．．．．．．．．．．．．．．．．．
內容目錄 ．．．．．．．．．．．．．．．．．．．．．
表目錄 ．．．．．．．．．．．．．．．．．．．．．
圖目錄 ．．．．．．．．．．．．．．．．．．．．．
第一章　　緒論．．．．．．．．．．．．．．．．．．． iii
iv
vi
vii
ix
x
1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
第二節 研究問題．．．．．．．．．．．．．．． 4
第三節 研究目的．．．．．．．．．．．．．．． 7
第四節 研究範圍與對象．．．．．．．．．．．． 8
第五節 研究流程．．．．．．．．．．．．．．． 10
第二章　　文獻回顧與假設推導．．．．．．．．．．．．． 11
　　第一節　　目的地意象．．．．．．．．．．．．．．． 11
第二節 自我概念．．．．．．．．．．．．．．． 21
第三節 自我一致性．．．．．．．．．．．．．．． 23
第四節 旅遊意願．．．．．．．．．．．．．．． 27
第五節 使用旅遊手冊的廣告效果．．．．．．．． 29
第三章　　研究設計．．．．．．．．．．．．．．．．． 33
第一節　　研究架構．．．．．．．．．．．．．．． 33
第二節 操作型定義．．．．．．．．．．．．．．． 34
第三節 問卷設計．．．．．．．．．．．．．．． 35
第四節 抽樣設計．．．．．．．．．．．．．．． 39
第五節 資料分析方法．．．．．．．．．．．．．． 41
第六節 問卷預試．．．．．．．．．．．．．．． 43
第四章 研究結果與分析．．．．．．．．．．．．．． 46
　　第一節　　受訪者屬性分析．．．．．．．．．．．． 46
第二節 目的地意象、自我概念、自我一致性與旅遊意願之關係．．．．．．．．．．．．．．
48
第三節 目的地意象、自我概念與自我一致性之關係．．．．．．．．．．．．．．．．．．．
52
第四節 自我一致性、旅遊意願與使用旅遊手冊所引發的廣告效果之關係．．．．．．．．．．．．
54
第五章 結論與建議．．．．．．．．．．．．．．．．． 59
　　第一節　　結論．．．．．．．．．．．．．．．．．． 59
第二節 研究限制．．．．．．．．．．．．．．．． 61
第三節 建議．．．．．．．．．．．．．．．．．． 61
參考文獻 ．．．．．．．．．．．．．．．．．．．． 63
附錄A 預試問卷．．．．．．．．．．．．．．．．．．．．． 73
附錄B 正式問卷．．．．．．．．．．．．．．．．．． 76












表 目 錄
表 3- 1 令人喜愛的目的地意象問項．．．．．．．．．．．
表 3- 2 自我概念問項．．．．．．．．．．．．．．．．．．
表 3- 3 自我一致性問項．．．．．．．．．．．．．．．．．
表 3- 4 旅遊意願問項．．．．．．．．．．．．．．．．．
表 3- 5 捷運站進出站人次統計．．．．．．．．．．．．．
表 3- 6 預試受訪者之遊客屬性分析表．．．．．．．．．．
表 3- 7 問卷量表之項目分析．．．．．．．．．．．．．．
表 3- 8 各構面之Cronbach’s α值．．．．．．．．．．．．
表 4- 1 受訪者之遊客屬性分析表．．．．．．．．．．．．
表 4- 2 各構面之Cronbach’s α值．．．．．．．．．．．．
表 4- 3 目的地意象之平均數與標準差．．．．．．．．．．
表 4- 4 自我概念之平均數與標準差．．．．．．．．．．．
表 4- 5 自我一致性之平均數與標準差．．．．．．．．．．
表 4- 6 旅遊意願之平均數與標準差．．．．．．．．．．．
表 4- 7 相關分析．．．．．．．．．．．．．．．．．．．
表 4- 8 適配結果與自我一致性之迴歸分析．．．．．．．．
表 4- 9 相關分析．．．．．．．．．．．．．．．．．．．
表 4-10 自我一致性與旅遊意願之迴歸分析．．．．．．．．
表 4-11 使用旅遊手冊所引發的廣告效果之層級迴歸．．．．
表 4-12 自我一致性、旅遊意願與旅遊手冊之獨立樣本t
檢定．．．．．．．．．．．．．．．．．．．．．

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48
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56




圖 目 錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．．．
圖 2-1 目的地意象形成過程之類型．．．．．．．．．．．
圖 2-2 目的地意象行程之架構．．．．．．．．．．．．．
圖 2-3 目的地意象之構面．．．．．．．．．．．．．．．
圖 2-4 自我一致性影響旅遊行為之架構．．．．．．．．．
圖 3-1 研究架構圖．．．．．．．．．．．．．．．．．．
10
13
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17
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