國際觀光客對日月潭國家風景區之觀光意象

Destination Image of Sun Moon Lake National Scenic Area

林晏州(Yann-Jou Lin) ； 林寶秀(Bau-Show Lin) ； 林庭如(Ting-Ju Lin) ； 陳惠美(Hui-Mei Chen)

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2007年度 (2007/05) Pp. 12-25

https://doi.org/10.29938/TWTOURISM.200705.0012

摘要

日月潭國家風景區為著名觀光景點，每年皆吸引數百萬觀光客前往攬勝，同時亦是國際觀光客造訪台灣必到之旅遊地。觀光意象被視為選擇渡假基地的重要影響因子之一，故本研究主要目的在探討國際觀光客對日月潭國家風景區之觀光意象。從過去觀光客調查結果顯示，日月潭國家風景區之國際觀光客大多數來自日本、中國大陸、美國，因此從上述國家入口網站收集有關描述日月潭國家風景區之相關意象辭彙，並配合日月潭國家風景區特有觀光資源特色，研擬15項觀光意象問卷，譯成英文、日文及簡體中文三種版本，並以區內國際觀光旅館為問卷調查地點。研究結果顯示，國際觀光客對日月潭國家風景區觀光意象之認同程度，最高為「自然風景優美的地方」(5.28/6)，認同程度較低的則為「交通便利性很高的地方」(3.92/6)，進一步將觀光意象進行因素分析，萃取出兩群因素分別命名為「遊憩活動設施豐富多樣」、「整體環境氣氛優美舒適」。進行歐美國家、日本及大陸觀光客之意象比較，結果顯示三群國際觀光客對此二因素之認同程度皆有顯著差異，其中歐美與中國大陸觀光客比日本客認同日月潭國家風景區之「遊憩活動設施豐富多樣」意象，而中國大陸觀光客則比日本客認同日月潭國家風景區之「整體環境氣氛優美舒適」意象。

關鍵字

國際觀光客 ； 觀光行銷

並列摘要

Sun Moon Lake National Scenic Area (SMLNSA) is a famous tourism destination in Taiwan and attracts nearly three million visitors annually. Most foreign visitors visiting Taiwan would visit SMLNSA. Destination image has been shown to be an important influence in the selection of vacation destinations. The purpose of this study was to find the destination image of SMLNSA from foreign tourist point of view. Results of previous visitor survey indicated that most foreign visitors of SMLNSA came from Japan, Mainland China and United States of America. Thus, the 15 destination image items in the questionnaire were collected from portal sites in those countries and tourism resources of SMLNSA. The questionnaire was translated into Japanese, simplified Chinese and English. The hotels were chose as survey sites. The results of this study showed that most of foreign visitors highly agree with that SMLNSA is a place of beautiful nature scenery (5.28/6), but slightly agree it is a place with very convenient transportation (3.92/6). Two destination image factors were extracted by factor analysis, namely: diverse recreation activities and various facilities, and relaxing atmosphere and beautiful scenery. The destination image of foreign visitors from European and American countries, Japan and Mainland China are significantly different.
The foreign visitors from European and American countries and Mainland China are more agree with that SMLNSA is a place with diverse recreation activities and various facilities than Japanese visitors. Mainland Chinese visitors are more agree with that SMLNSA is a place with relaxing atmosphere and beautiful scenery than Japanese visitors.

並列關鍵字

foreign visitor ； tourism marketing