在旅遊觀光的決策過程中,觀光目的地意象被認為是最重要的角色之一。只要對某一地方有著基本的認知,就會有某種意象存在。這樣的意象會建立內心評價與態度,進而去影響自身的決策動機和行為。此外旅遊的核心產品在於提供遊客難忘的體驗,個人親身參與以及經歷創造出遊客難忘的旅遊體驗,對於觀光目的地之行銷和地方產業經濟活絡是有相對的助益。從以上我們可以了解觀光意象和旅遊體驗對於地方旅遊觀光是有關係的。透過遊客的角度,探討對於觀光意象之形塑與旅遊體驗的感受,進而形成一個地方休閒旅遊的發展開拓,將觀光目的地意象內化為遊客的正面評價,同時彰顯地方價值的呈現。因此,本研究主要目的如下:1.探討不同背景屬性的遊客對於觀光意象之差異。2.探討不同背景屬性的遊客對於旅遊體驗之差異。3.探討觀光意象與旅遊體驗是否有相關。 本研究以虎尾地區外來參訪遊客為研究對象,以便利抽樣方式進行總計共得412份之有效問卷,並以SPSS17.0統計套裝軟體去作分析。經實證分析所得以下結果:1.遊客背景變項的不同其觀光意象有顯著差異之假設部分成立。2.遊客背景變項的不同其旅遊體驗有顯著差異之假設部分成立。3.觀光意象和旅遊體驗有顯著相關性之假設部分成立。 本研究利用典型相關分析探討虎尾地區觀光意象與旅遊體驗組成因素構面間是否有關聯,研究結果顯示觀光意象組成構面之「迷人特質」、「異地氛圍」、「安心舒適」、「平靜放鬆」以及「合理價值」等五個因素對於旅遊體驗組成構面之「旅遊思維」、「旅遊效益」、「旅遊感受」以及「旅遊刺激」四個因素有最顯著之相關。顯示出遊客在「迷人特質」、「異地氛圍」、「安心舒適」、「平靜放鬆」以及「合理價值」因素態度越認同,其對於「旅遊思維」、「旅遊效益」、「旅遊感受」以及「旅遊刺激」因素態度認同上就越強。整體而言本研究結果證實虎尾地區之觀光意象與旅遊體驗確實是有部分相互關聯,這也證明了前人對於觀光意象與旅遊體驗關聯性之基礎理論是正確無誤的。
Two variables of tourism image and travel experiences were great influence factors on the development of tourism. The purpose of this study were that: 1) explored the tourists of different background towards the difference of the tourism image, 2) explored the tourists of different background towards the difference of the travel experiences, 3) explored the relationship of tourism image and travel experiences. The object of this study were external tourists of Huwei town, and a total of 412 valid questionnaires were obtained by convenience sampling. The result of analysis showed that: 1) the hypothesis of significant differences in the tourists with different background and tourism image have partial substantiation, 2) the hypothesis of significant differences in the tourists with different background and travel experiences have partial substantiation, 3) the hypothesis of significant relationship in tourism image and travel experiences have partial substantiation. This study used canonical correlation analysis to explored the relationship between the factors of tourism image and travel experiences in Huwei town. The result of analysis showed that, there were the most significant relationship in five factors of tourism image “Charming qualities”, “Exotic atmosphere”, “Assured comfortable”, “ Calm relaxation”, and “Reasonable value” toward four factors of travel experiences “Tourist thinking”, “Tourist benefits”, “Tourist Feelings” and “tourist stimulation”. It indicated when tourists had more recognition in the factors of tourism image, that had more recognition in the factors of travel experiences. On the whole, the result of this study confirmed that tourism image partially related with travel experiences in Huwei town, it also confirmed previous study that the relationship of tourism image and travel experiences was correct.
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