北港鎮旅遊目的地原始、誘發至複合意象變動之研究─以外籍生為例

Transformation of Beigang County Tourism Image from Organic, Induced, to Complex Stage: A Case of International Students Study

陳盈慈(Ying-Tzu Chen)

指導教授 ： 郭彰仁

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2015年)

摘要

摘要
遊客對於旅遊目的地的意象可能會透過媒體或是親朋好友的介紹下對旅遊地產生意象。進而根據腦海中的意象來選擇要到何地旅遊，以至於遊客在選擇旅遊目的地時也會受到意象的影響。而國內有關旅遊目的地意象之研究大多數探討旅遊動機、重遊意願、行為意圖關係，較少探討原始意象、誘發意象以及複合意象的轉變。
故本研究藉由旅遊目的地意象的概念探討遊客的意象變動之情形，並了解國外遊客對於某特定旅遊地的原始意象、誘發意象與複合意象的轉變是否有所差異。而研究之實證基地以北港形象商圈為研究範圍，調查對象以就讀於雲林縣之外籍生，取樣方法則採立意抽樣方式進行，三階段的意象測量的有效樣本數共89人。
藉由描述性統計與相依樣本單因子變異數分析之結果，得出以下結論：1.在原始意象階段的同意程度皆較為普通，透過口述說明會建立模糊印象。2.在誘發意象階段的同意程度皆偏向同意，經由影片的刺激會加深遊客對於當地的印象並吸引前往旅遊。3.在複合意象階段的同意程度較為偏向非常同意，實地參訪後，改善其印象並將意象重新整合。4.意象形成的階段為「誘發意象大於原始意象；複合意象大於原始意象」、「複合意象大於誘發意象大於原始意象」、「複合意象大於原始意象」、「誘發意象大於原始意象」、「原始意象大於複合意象」。根據實證研究之結果，建議至國外參展時，透過口述的景點介紹、當地的歷史故事及特有文化之影片介紹，使國外遊客產生旅遊動機並提高旅遊之意願，將其提供給予管理單位之行銷上的參考依據。

關鍵字

旅遊目的地意象 ； 北港形象商圈 ； 相依樣本單因子變異數分析

並列摘要

Abstract
Tourists may produce Image through introduced from media or family and friends.Furthermore, according to the image of mind to choose where you want to go travel. When tourists choose the tourism destination, they will be affected image. Most of domestic researched relating to tourism destination images the relationships among travel motivation, revisit intension and behavioral intention. Fewer researches aim at the transformation of image from organic, induced and complex.
Thus, this research adopted the concept of tourism destination image to discuss the transformation of tourist’s image, and attempted to understand if there is any difference among organic image, induced image and complex image. Bangang Commercial District is the basic researching area. Research subjects are the foreign students who study at Yulin. Purposive sampling was used to collect data. There are total 90 effective samples.
Descriptive statistics and ANOVA were used to examine data. The result showed: 1.In the organic image, tourists felt common and produced fuzzy impression by oral presentation. 2. In the induced image, tourists tended to agree. By stimulation of the video, tourists will deepen the impression and attract to travel on Bangang. 3. In complex image, tourists tended to strongly agree. After the travel, tourists improved their impression and image of re-integration. 4. Transformation of image stage “induced image greater than organic image; complex image greater than organic image”, “complex image is the highest; induced image is higher; organic image is the lowest”, “complex image greater than organic image”, “induced image greater than organic image”, “organic image greater than complex image”. According to the results of research, the reseacher suggests that introduced tourist attractions, historical story and cultural video in foreign exhibition. Foreign tourists could produce travel motivation and enhance the travel intention, and providing the reference for the Management.

並列關鍵字

Tourism destination image ； Bangang Commercial District ； ANOVA

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