- 期刊
利用旅行前、後的旅遊目的地意象差異探討旅遊目的地推廣：以台灣旅客到柬埔寨為例
Exploring the Promotion of Tourist Destinations by Using the Differences in the Image of Tourist Destinations Pre- and Post-Travel
摘要
隨著台灣歷屆政府對觀光產業的重視及投入，台灣目前儼然已成為東亞的一個觀光大國，近年來台灣蔡英文政府大力推動新南向政策，促使東南亞、南亞及大洋洲與台灣的觀光互動越趨頻繁及熱絡。不過，在隸屬主要觀光市場區塊的國家中，仍有少數幾個國家是我國民眾相對較少到訪的地區（如柬埔寨），本研究旨在透過測試前往柬埔寨的台灣入境旅客的旅行前後目的地圖像的變化，以期了解較少到訪的可能原因。本研究主要在測試目的地意象隨著旅行狀態，目的地的熟悉程度，規劃範圍和旅行信息來源的變化。本研究的問卷調查主要利用自網路問卷收集曾到訪過柬埔寨國人的研究樣本，對108份有效問卷獲得的數據進行描述性測試，t檢驗和ANOVA檢驗。研究結果顯示，對於某些屬性，旅行後目的地意象比旅行前意象更為有利。首次到訪者和重複到訪者之間的意象差異並沒有不同，但是對重遊意願確有顯著差異。另外，隨著規劃範圍及時間的增加，部份目的地意象將變得更受歡迎，而且研究結果也並未支持目的地意象會隨旅行信息源的變化，但卻會影響遊客的滿意度。本研究結果可為旅遊業利益相關者提供了關於目的地行銷和目的地體驗管理的見解。
並列摘要
With the attention and investment of previous Taiwanese governments in the tourism industry, Taiwan has now become a major tourism country in East Asia. In recent years, the Tsai Ing-wen government of Taiwan has vigorously promoted the new southward policy, which has promoted the increasingly interactive tourism between Southeast Asia, South Asia, and Oceania and Taiwan. However, among the countries that belong to the major tourism market blocks, there are still a few countries that are relatively less visited by our population (such as Cambodia). This study aims to test the change of destination images pre- and post- inbound Cambodia of Taiwanese travelers. This study mainly tests the changes of destination imagery with travel status, destination familiarity, planning scope, and sources of travel information. The questionnaire survey in this study mainly used the online questionnaire to collect research samples from people who had visited Cambodia. The data obtained from 108 valid questionnaires were analyzed with descriptive tests, t test and ANOVA test. The results of the study show that for some attributes, destination imagery is more favorable than pre-travel imagery. The image difference between first-time visitors and repeat visitors is not different, but there is a significant difference in willingness to return. In addition, with the increase in planning scope and time, some destination imagery will become more popular, and the research results do not support that destination imagery will change with travel information sources, but it will affect tourist satisfaction. The results of this study can provide tourism industry stakeholders with insights on destination marketing and destination experience management.