遊客對台灣世界遺產潛力點旅遊地意象與體驗之研究－以淡水紅毛城為例

此研究目的為探討遊客對旅遊地意象與旅遊體驗之相關性，採用問卷調查法，針對前往淡水紅毛城的參觀遊玩的遊客進行隨機抽樣調查。結果顯示遊客背景方面，以女性居多，年齡主要分布在21～30歲，教育程度多為大學，主要以服務業、商業、自由業為主，居住地大多為北部，交通方式以公車為主。將旅遊地意象以因素分析萃取出「設施資源」、「自然環境」、「交通設施」及「異地氛圍」等四個因素構面，累積總解釋變異量為57.935%，其中以「設施資源」因素構面佔31.182%，影響為最大。將旅遊體驗以因素分析萃取出「思維感知」、「效益刺激」兩個因素構面，累積總解釋變異量為53.987％，其中以「思維感知」因素構面佔44.565%,影響為最大。

關鍵字

旅遊地意象；旅遊體驗；淡水紅毛城

並列摘要

The purpose of this study was aimed to analyze tourist on destination image, and travel experiences in Forot San Domingo. The questionnaires were given to tourist in Forot San Domingo, and random sampling method is used. The results are shown: the majority of tourists were from 21 to 30 years old, mostly in the service industry, commerce and free industry, mostly live in the northern region. The main mode of transportation was bus. The image of tourist destination was extracted by factor analysis, The result of analysis showed that, there were the most significant relationship in fuor factors of tourism image ＂Facilities Resources＂, ＂Natural environment＂, ＂Transportation facilities＂, ＂Exotic atmosphere＂. The cumulative total variance is 57.935%, of which 31.182% is the factor of ＂facility resource＂, and the impact is the largest. The travel experiences was extracted by factor analysis, The result of analysis showed that, there were the most significant relationship in two factors of tourism image ＂Thinking perception＂, ＂Benefit stimulation＂. The cumulative total variance was 53.987%, of which 44.565% was the ＂Thinking perception＂.

並列關鍵字

Tourism Image ； Travel Experiences ； Forot San Domingo

參考文獻

文化資產局，http://www.boch.gov.tw/boch/frontsite/cultureassets/caseBasicInfoAction.do?method=doViewCaseBasicInfo&caseId=FA09602000108&assetsClassifyId=1.1&version=1