旅遊地意象已被許多研究證明對於遊客之旅遊意圖具有顯著正向影響,旅遊地意象依其形成的程序可分成原始意象、誘發意象與複合意象,不同意象對於遊客之旅遊決策具有不同意涵,然而過去研究甚少比較這些意象對遊客旅遊意願影響的差異。本研究因此以梨山風景區為研究對象,依據文獻建構一個旅遊地意象量表,比較旅遊地之原始與複合意象之差異,及其對遊客旅遊意願之影響。本研究中部地區四所大學之學生為調查對象,以便利抽樣方式共發放400份問卷,有效回收353份,再利用次數分析、平均數、t檢定、F檢定等統計方法進行資料的分析。研究結果顯示,遊客對於梨山風景區之原始意象與複合意象有顯著差異,其中風景優美、休閒氣氛、探索自然的機會、優美的景觀視野、公共服務設施完善、住宿設施選擇機會多六個項目之意象顯著高於原始意象,有去過梨山風景區之遊客旅遊意願亦顯著高於未去過之遊客。此外,複合意象與遊客旅遊意願之關連性顯著低於原始意象與遊客旅遊意願之關係。
Destination image, which have been demonstrated to have positive impact on tourist’ visit intention, can be divided into three stages according to its formation process. While in previous studies, the effects of different image stage on tourist’s visit intention has been ignored. Thus this thesis focused on the comparison of the effects of organic and complex image on tourist’s visit intention by selecting the Li-shang scenic area. 353 valid questionnaires were obtained for empirical test. The results from t-test indicates that the differences between organic and complex image of Li-shang scenic exits, and in which six items in complex image has higher mean score than that of organic image. Further more, the visit intention of ever-visit tourist sample has higher mean score than those of non-visit tourist sample, while in the non-visit tourist sample, for most of the relationship coefficients between image and visit intention are higher than that of ever-visit tourist sample.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。