遊客知覺旅遊渡假區意象之比較：以國家公園、國家風景區與主題遊樂園為例

本研究的目的為區別國家公園、國家風景區與主題遊樂園知覺意象組成構面的共同與差異處，以找出不同型態旅遊渡假區的一般與獨特意象。研究調查對象為臺中市合併前的成年居民，透過自填式問卷便利抽樣獲得712份有效樣本進行分析。分析結果顯示遊客對國家公園、國家風景區與主題遊樂園的一般意象構面包括「旅遊管理」與「體驗文化」，而獨特意象構面則隨此三類旅遊渡假區型態之不同而不同。依據上述結果，本研究結論為某些意象構面在不同型態旅遊渡假區是普遍存在的，但其他的意象構面則是屬於某一特定的旅遊渡假區，建議經營管理單位可依據此結論，擬定有效的管理與促銷策略，文後並對未來研究提出建言。

關鍵字

比較分析；一般意象；獨特意象；概化

並列摘要

The purpose of this study was to distinguish the common and unique dimensions of destination image by way of a comparative analysis of three types of tourist destinations, including national parks, national scienic areas, and theme parks. A total of 857 usable on-site questionnaires surveys were collected from Taichung residents in Taiwan, and used for data analyses. The results indicated that the common dimensions of three types of tourists' destination image were ”Tourism Management” and ”Cultural Experience.” However, the unique dimensions varied among national parks, national scienic areas and theme parks. Our findings conclude that some image dimensions were general to various destinations; however, others were destination specific. It was suggested that a variety and relative importance of destination image dimension could be used to conduct the effective managerial and promotional strategies for such three types of destination. Further studies are recommended for further indepth investigations in this area of research.