本研究融入實際旅行時間要素,採等時服務圈(Isochrone)概念做為區隔變項,探討遊客對環境之旅遊意象認知、旅遊動機與旅行時間之關係,進而推論溫泉區遊客之遊憩行為。以谷關溫泉區之遊客為研究對象,採立意抽樣發放問卷670 份,回收649 份,實際有效問卷617 份。以統計套裝軟體SPSS10.0 中文版,對有效資料進行單因子變異數分析、卡方檢定及皮爾森積差等統計方法,進行分析及假設檢定驗證,主要獲致以下研究結果: 一、 旅行時間在遊客旅遊意象認知上,理論旅行時間短之遊客對交通運輸構面旅遊意象認知較高。 二、 旅行時間在旅遊動機上,理論及實際旅行時間短之遊客其逃避的誘因構面較高。 三、 不同旅行時間在遊憩行為上,理論、實際與理想旅行時間在停留時間及來訪次數上有顯著關聯,旅行時間長之遊客其停留時間較長,來訪次數則以一次為主。 四、 遊客旅遊意象認知與旅遊動機具顯著線性正相關,說明遊客對旅遊意象認知越強,其旅遊動機越顯著。
The main purpose of this study focused on the exploration of the relationships between tourism image, travel motivations and travel time for tourists in a hot spring area. The isochrone concept was facilitated as and important segmentation variable while considering the actual travel time from the original to the destination under different road way networks. A structured questionnaire was applied to survey and collect data from tourists at Gu-Guan Hot Spring Area. There were 670 sets of questionnaire sending out with judgment sampling method, and 649 were returned and 617 were valid for further statistic analysis, including One-way ANOVA, chi-square test and Pearson product-moment correlation. The main findings of this study were concluded as followings: 1. The shorter the theoretic travel time was, the higher cognition of tourism image in transportation construct the tourists had. 2. The shorter the theoretic and actual travel time were, the higher motivation of escape from reality the tourists had. 3. The theoretic, actual and ideal travel time were associated with the stay period and visiting frequency. Tourists spent more time on traveling or transporting would prefer to stay longer and visit only once in one or a few years. 4. There existed significantly linear and positive correlationship between the cognition of tourism image and travel motivations