苗栗縣南庄鄉商圈遊客旅遊目的地意象與場所依戀之研究

The Relationships among Travel Destination Image and Place Attachment of Miaoli County Nanjuang Trade Area Tourists

張文娟(Wen-Chuan Chang) ； 黃宗成(Tzung-Cheng Huan) ； 陳怡靜(Yi-Jing Chen)

《運動與遊憩研究》 3卷2期 (2008/12) Pp. 225-251

https://doi.org/10.29423/JSRR.200812_3(2).0012

摘要

本研究以苗栗縣南庄鄉商圈遊客爲發放對象，採用便利抽樣與人員現場訪問的方式，共回收371份有效問卷，目的在於了解不同遊客之旅遊目的地意象與場所依戀之間之關係。研究結果發現(1)不同社經背景之受訪遊客對於苗栗縣南庄鄉之旅遊目的地意象與場所依戀亦不同；(2)受訪遊客之旅遊目的地意象與場所依戀呈正相關，受訪遊客對苗栗縣南庄鄉之旅遊意象越高，其場所依戀也越高；(3)受訪遊客之旅遊目的地意象對場所依戀具有顯著預測力。本研究最後提出行銷與推廣策略，以做爲苗栗縣南庄鄉商圈相關管理單位經營管理之參考建議。

關鍵字

苗栗縣南庄鄉商圈 ； 旅遊目的地意象 ； 場所依戀

並列摘要

This research aims to understand travel destination image and place attachment of Miaoli County Nanjuang Trade Area tourists. The survey was conducted at Alishan Forest Recreation Area using convenience sampling. A total of 371 valid questionnaires were collected. Analysis showed various results: (1) Respondents from different social backgrounds have different travel destination image and place attachment. (2) Respondents' travel destination image has a positive relation with place attachment. The findings suggest that high travel destination image will result in high place attachment. (3) Respondents’ travel destination image has a significant predictors with place attachment. The conclusion of this research is valuable information for Miaoli County Nanjuang Trade Area operators to consider in formulating their management strategies.

並列關鍵字

Miaoli County Nanjuang Trade Area ； destination image ； place attachment

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