本研究旨在建構大雪山森林遊樂區的目的地意象與探討遊客行為意圖,藉此提升遊客對於環境的態度與提供相關單位參考進而達到森林遊樂永續經營之目標。研究方法是以質化與量化兩種方式,首先以半結構式深度訪談法,訪談11位前往大雪山森林遊樂區之遊客。第二將訪談結果使用詮釋結構模式法(ISM)建立構面;最後進行問卷發放,回收有效問卷417份。 本研究採描述性統計、獨立樣本t檢定、單因子變異數來分析大雪山森林遊樂區遊客的背景變項、目的地意象與遊客行為意圖之現況,迴歸分析探討目的地意象與遊客行為意圖之關係,研究結果顯示如下: 目的地意象以生態旅遊意象、心靈意象、服務意象及行銷意象對遊客特性達部分顯著,由此可證明研究假設一:人口統計變數與目的地意象有顯著差異是部分成立;則遊客行為意圖以旅遊次數在推薦行為有顯著差異,此分析結果可以證明研究假設二:人口統計變數與行為意圖有顯著差異是部分成立;而大雪山森林遊樂區之目的地意及遊客行為意圖有顯著正向影響,此結果可以證明研究假設三:目的地意象與遊客行為意圖有正向顯著關係是成立的。
This study aims to construct the destination image and to explore the behavior intention of tourists in Dasyueshan Forest Recreation Area. In order to enhance tourists' attitudes of the environment and provide valuable reference to achieve the goal of forest recreation sustainable development. Research Methods based on qualitative and quantitative, The first is semi-structured interviews. There are 11 visitors of Dasyueshan Forest Recreation Area to interviewed. The Second is using Interpretive Structural Modeling (ISM) to establish dimensions; Finally among the structural questionnaires received from four attractions, 417 samples were properly completed and analyzed for the study. Analysis of tourists background variables, status of destination image and tourist behavioral intentions by Descriptive statistics, Independent sample t-test and ANOVA analysis in this study aimed. Using Regression analysis to analyze of the relationship between destination image and tourist behavior intention. The results is shown below: Destination images are divided into eco-tourism images, spiritual images, services images and marketing images showing part of the remarkable features on tourists. Thus can prove H1: demographic variables and destination image is part of the significant difference that is establishment. Then tourist’ behavior intention showing part of the remarkable features on travel frequency. Thus can prove H2: demographic variables and tourist’ behavior intention is part of the significant difference on recommended behavior. However the destination image of tourists in Dasyueshan Forest Recreation Area has a positive influence on their behavioral intentions.