大學生對泰國旅遊意象之研究

泰國是國人經常前往的旅遊國家，也是台灣的大學生最常選擇出國畢業旅行之目的地。旅遊地意象對於旅遊地選擇具有顯著的影響力，暸解潛在消費者對旅遊目的地的意象是旅遊地經營管理者維持提升正面意象，及提昇負面意象的重要資訊。本研究探討大學生對泰國旅遊的認知意象、情感意象、整體意象、獨特意象，並以重要－表現程度分析法(IPA)，探討泰國旅遊屬性的強、弱、機、危。調查顯示僅有11%的樣本曾經去過泰國，因此主要是呈現大學生的泰國原始意象，研究顯示女性與曾經去過泰國者對泰國旅遊有較佳的意象。大學生對泰國的認知意象以旅遊費用、歷史古蹟、及自然美景屬性最為佳，以安全、公共設施屬性最差。在情感意象上認為泰國是具有吸引力、新奇有趣、生活步調緩慢的旅遊地。以自由揭露法得知泰國整體意象是一個佛教氣息濃厚的熱帶開發中國家，最獨特的旅遊意象則是人妖。經由IPA分析認知意象屬性，顯示旅遊費用屬性及自然美景屬性最為重要且對其意象亦佳，是一種機會應繼續好表現以提升旅遊競爭力。

關鍵字

目的地意象；泰國；重要－表現程度分析

並列摘要

Thailand is frequently visited by Taiwanese people, and also is the popular destination for Taiwan college students abroad graduation trip. Destination image significant influence choice behavior, it is the important information for the destination manager to maintain positive image and improve negative image. The aim of this study was to understand the image of Thailand as a tourism destination, including cognition image, affective image, holistic image, and unique image. Apply importance-performance analysis (IPA), survey destination attributes' importance and priority in tourism destinations competence. The survey show only 11% samples have been to Thailand, so this research main display the organic image to Thailand. The research show female sample and experienced sample have better image to Thailand. The best cognition images are travel cost, history site, and nature scenic. The affective image of Thailand is attractive, curious, and slowly pack lifestyle. Thailand's holistic image is a developing, tropical, and Buddhist country. The most impressive unique attribute is the ladyboy. Thailand's cognition image IPA analysis show attributes 'travel cost' and 'natural scenic' have important priority and good image should keep on.