台南旅遊意象與襲產觀光動機對觀光客造訪意願之研究

THE STUDY OF THE DESTINATION IMAGE AND HERITAGE TOURISM MOTIVATION ON WILLINGNESS OF TOURSIT VISITING: TAKING TAINAN AS EXAMPLE.

陳淼(Miao Chen)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2006年)

https://doi.org/10.6825/NKUHT.2006.00009

摘要

旅遊意象對觀光客造訪意願決定過程中扮演重要的影響角色，正面的旅遊意象對於一個城市吸引觀光客造訪，連帶促進城市的經濟成長也有顯著幫助；襲產觀光的動機是一個襲產觀光景點(Heritage Tourism Destination)瞭解觀光客的重要依據，對於旅遊景點的選擇具有不可忽視的影響力。台南市是台灣最早開發的城市，遺留大量襲產，同時具備旅遊景點與襲產觀光景點兩種特性，針對這兩種特性的內容，分別對於觀光客造訪台南市意願的影響的研究，對於瞭解台南市在旅遊市場上的競爭力與發展方向，具有相當意義。 本研究主要目的在研究觀光客分別因為台南市旅遊意象與襲產觀光動機對造訪意願的影響，進而研究與人口統計變項間的關聯性。本研究以非當地居民為研究對象，以系統抽樣的方式進行問卷調查，共得797份有效樣本。經由分析發現旅遊意象與襲產觀光動機對於觀光客造訪台南市意願分別都有顯著影響。 本研究結論可提供台南市及其它擁有古蹟的城市，透過對觀光客與觀光客腦中城市意象的瞭解，發展旅遊行銷與管理策略時的參考。

關鍵字

旅遊意象 ； 襲產觀光

並列摘要

The tourism destination image plays a significant role on the determinant process of willingness of tourist visiting, also the positive tourism destination image attracts tourist to pay a visit to a city, and to help forward the economic evolvement jointly; A heritage tourism destination could know tourists better through understanding their motivation of heritage tourism. Tainan is the first developed city of Taiwan, possessing a large amount of heritages. As a cultural city and a heritage tourism destination at the same time, Tainan holds an advantageous position in the Taiwan domestic tourism market. With above-mentioned two characteristics, it would be helpful for researchers to learn about the competitive ability in marketing and direction of further development. The main purpose of this research is to study how tourists affected respectively to make a visit through the tourism image and their own motivations of heritage tourism, then to study what the relation between these two aspects of research and demographic characteristics of tourists. The objects of this research are non-local residents, using systematic sampling and questionnaire investigation, gathered altogether 797 effective samples. It is found that the tourism image and motivation of heritage tourism of Tainan are both influence the willingness of tourist visiting notably. The resolution of this research, via understanding minds of tourists, offers the references on strategy of destination management and tourism marketing development for Tainan City and other cities which possess the historic sites.

並列關鍵字

tourism destination image ； heritage tourism

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