東豐綠廊自行車遊客旅遊資訊來源與目的地意象之研究

Bicyclists' Sources of Tourist Information and the Image of Destination in the Dong-Fong Green Corridor

宋威穎(Wei-Ying Sung) ； 雷文谷(Wen-Guu Lei) ； 熊婉君(Wan-Chun Hsiung)

《人文暨社會科學期刊》 4卷2期 (2008/12) Pp. 83-91

https://doi.org/10.7118/JHSS.200812.0083

摘要

本研究主要目的是探討東豐綠廊自行車道遊客旅遊資訊來源與目的地意象，採用便利取樣方式發放問卷，共計發出350份問卷，回收有效問卷共309份，有效問卷回收率爲88.3%，經統計分析後發現：1.東豐綠廊遊客以來自中部地區遊客爲主(56.0%)，其次爲北部地區遊客(36.0%)，遊客大多和家人及朋友一同前往東豐騎乘自行車(72.2%)，而以第一次來東豐騎乘的遊客最多(52.1%)；2.在旅遊資訊來源，以「口耳相傳」的方式獲得資訊者所佔比例最高(63.4%)，以「廣告」獲得旅遊資訊來源者最少(3.6%)；3.在旅遊目的地意象方面以「旅遊知名度」意象較爲明顯(M=3.97)，顯示東豐的遊客主要都是因爲其知名度慕名而來；4.不同性別、教育程度及平均月收入遊客在東豐綠廊旅遊目的地意象上並無顯著差異；而不同婚姻狀況遊客在旅遊目的地意象之「旅遊知名度」上達顯著差異；不同年齡、不同職業遊客在旅遊目的地意象之「旅遊知名度」上部份達顯著差異。

關鍵字

東豐綠廊 ； 旅遊資訊 ； 旅遊目的地意象

並列摘要

The purpose of this study was to conduct an initial survey of bicyclists' source of tourist information and the image of destination in the Dong-Fong Green Corridor (near the Dongshih Township in central Taiwan). The subjects were randomly, but conveniently, selected at March, 2008. Of the 350 questionnaires distributed, 309 valid ones were retrieved (valid retrieval rate=88.3%). An analysis of the data revealed: (1) The bicyclists who access the Dong-Fong Green Corridor are mostly from the central region (56.0%), followed by the northern area (36.0%). Most went biking with their friends and family (72.2%) and were first-timers (52.1%). (2) In terms of sources of tourist information, most bicyclists learned about the destination via word-of-mouth (63.4%); the fewest, via advertisements (3.6%). (3) In terms of the image of the destination, the renown of the Green Corridor is more significant (M=3.97), since most of the tourists who visit Dong-Fong do so because it is a famous location. (4) There were no significant differences among tourists with regard to gender, educational level, and monthly income. In terms of the renown of the destination from the aspect of image, tourists of different marital status, ages and occupations all showed significant differences.

並列關鍵字

Dong-Fon Green Corridor ； tourist information ； tourist image of destination

參考文獻

東豐自行車綠廊

臺灣地區自行車道系統規劃與設置

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