目的地意象、目的地個性、態度與行為意圖之影響──以台東地區為例

目的地意象不拘限於是否有前往過的經歷，在人們成長的過程中，會從教育、社會、家庭環境等地方接受到各式各樣的資訊。在現今互聯網蓬勃發展的年代，更能從中自由地選擇瞭解想知道的人事物。因此，目的地意象成為各國觀光旅遊產業最主要的研究問題之一。本研究以對臺東地區有印象之遊客為研究對象，採問卷調查的方式，進行其對臺東地區目的地意象、目的地個性、態度與行為意圖之調查。本研究有效問卷305份進行分析，並使用探討性因素分析以及內部一致性信度分析建構量表效度，採便利抽樣的方式，發放範圍為臺東各景點與網路進行問卷發放。研究工具包括目的地意象量表、目的地個性量表、態度量表、行為意圖量表與個人基本資料問卷，並以描述性統計、獨立樣本t檢定、單因子變異數分析、結構方程模型進行資料處理與分析。研究結果顯示，目的地意象對目的地個性有正向顯著關係；目的地個性對態度有正向顯著關係；態度對行為意圖有正向顯著關係。

關鍵字

目的地意象；目的地個性；態度；行為意圖；臺東地區

並列摘要

Destination image is not limited to whether or not one has traveled there. As people grow up, they receive a variety of information from their education, society, and family environment. In today's information age, people are more free to choose what they want to know about people and things. Therefore, destination image has become one of the most important research issues in the tourism industry in various countries. In this study, tourists who have impressions of Taitung County were used as the target population to conduct a survey on destination image, destination personality, attitudes and behavioral intentions. A total of 305 valid questionnaires were analyzed, and the scale validity was constructed using exploratory factor analysis and internal consistency reliability analysis, and the questionnaires were distributed to various scenic spots in Taitung County and online by convenience sampling. The instruments included the Destination Image Scale, Destination Personality Scale, Attitude Scale, Behavior Intentions Scale, and Basic Personal Data Questionnaire. The results showed that destination image had a positive and significant relationship with destination personality; destination personality had a positive and significant relationship with attitude; and attitude had a positive and significant relationship with behavior intention.