小鎮觀光複合意象與旅遊體驗之關聯－以雲林虎尾為例

The Relationship between Complex Image of Tourist Destination and Travel Experiences: A Case Study of Huwei Town, Taiwan

10.6130/JORS.2014.27(1)1

郭彰仁(Chang-Jen Kuo)；李彥希(Yen-Hsi Li)；張煥祺(Huan-Chi Chang)

觀光複合意象 ； 旅遊體驗 ； 虎尾 ； 典型相關 ； Tourism complex image ； Travel experiences ； Huwei ； Canonical correlation analysis

戶外遊憩研究

27卷1期（2014 / 03 / 01）

1 - 27

繁體中文

觀光複合意象和旅遊體驗在觀光旅遊發展上是影響相當大的兩個變數，本研究主要目的為：探討觀光複合意象與旅遊體驗是否相關。研究對象為虎尾地區外來參訪遊客，以便利抽樣方式進行，總計共得412份之有效問卷，研究結果顯示：（1）觀光複合意象和旅遊體驗有顯著相關性之假設成立；（2）觀光複合意象組成構面之「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」等四個因素有顯著相關。顯示出遊客對觀光複合意象構面越認同，對於旅遊體驗構面的認同也越強。整體而言本研究結果證實了虎尾地區之觀光複合意象與旅遊體驗確實相互關聯。

The two variables complex image of tourist destination and travel experiences were the influence factors on the development of tourism considered in this study. The aim of this research was to explore the relationship between these two variables. The targets of this study were external tourists of Huwei town, and 412 valid questionnaires were obtained by convenience sampling. The results of the analysis showed that the hypothesis of a significant relationship between tourism complex image and travel experiences was substantiated. The results also showed that the five factors of complex image of tourist destination ”Charming qualities”, ”Exotic atmosphere”, ”Assured comfortable”, ”Calm relaxation”, and ”Reasonable value” had the most significance toward the four factors of travel experience ”Tourist thinking”, ”Tourist benefits”, ”Tourist Feelings” and ”tourist stimulation”. This indicated that when tourists had more recognition of the factors of tourism complex image, they had more recognition of the factors of travel experiences. Overall, the results of this study confirmed that tourism complex image is significantly related to travel experiences in Huwei town.

1. 陳美芬、邱瑞源(2009)。遊客休閒體驗與旅遊意象之研究。鄉村旅遊研究，3(1)，33-52。
   連結：
2. 黃章展、林佳薇(2007)。觀光客對觀光目的地原始、誘發至複合意象變動之研究─以王功為例。戶外遊憩研究，20(4)，1-25。
   連結：
3. Altman, I.(Ed.),Low, S. M.(Ed.)(1992).Place attachment.New York:Plenum Press.
4. Baloglu, S.,Mangaloglu, M.(2001).Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents.Tourism Management,22(1),1-9.
5. Birgit, L.(2001).Image segmentation: The case of a tourism destination.Journal of Services Marketing,15(1),49-66.
6. Boorstin, D. J.(1964).The image: A guide to pseudo-event in America.New York:Harper.
7. Echtner, C. M.,Ritchie, J. R. B.(1993).The measurement of destination image: An empirical assessment.Journal of Travel Research,31(4),3-13.
8. Fakeye, P. C.,Crompton, J. L.(1991).Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley.Journal of Travel Research,30(2),10-16.
9. Gross, E.(1961).A functional approach to leisure analysis.Social Problems,9(1),2-8.
10. Gunn, C. A.(1972).Vacationscape: Designing tourist regions.Austin, TX:Bureau of Business Research, University of Texas.
11. Hunt, J. D.(1975).Image as a factor in tourism development.Journal of Travel Research,13(3),1-7.
12. Pine, B. J., II,Gilmore, J. H.(1998).Welcome to the experience economy.Harvard Business Review,76(4),97-105.
13. Reynolds, W. H.(1965).The role of the consumer in image building.California Management Review,7(3),69-76.
14. Schmitt, B.(1999).Experiential marketing.Journal of Marketing Management,15(1-3),53-67.
15. Turner, L.,Ash, J.(1975).The golden hordes: International tourism and the pleasure periphery.London:Constable & Robinson.
16. Turner, V.(1973).The center out there: Pilgrim's goal.History of Religions,12(3),191-230.
17. 李貽鴻(1998)。觀光學導論。台北=Taipei:五南=Wu-Nan。
18. 沈進成、楊安琪(2006)。旅遊體驗、旅遊意象、滿意度及忠誠度影響關係之研究─以台糖烏樹林園區為例。生物與休閒事業研究，4(1)，1-21。
19. 夏業良譯、魯煒譯、Pine, B. J., II、Gilmore, J. H.(2003)。體驗經濟時代。台北=Taipei:城邦文化=Cite。
20. 黃章恆(2005)。台中=Taichung，靜宜大學觀光事業學系研究所=Department of Tourism, Providence University。
21. 鍾志強、蔡麗婷、蔡瑋娟、黃孟立(2010)。參與文化節慶活動之遊客目的地意象、參與體驗與行為意圖之研究─以北港朝天宮元宵節為例。休閒事業研究，8(4)，19-44。
22. 蘇影倫(2006)。台北=Taipei，銘傳大學觀光研究所=Graduate School of Tourism, Ming Chuan University。

1. 羅盈筑、黃莉尹、李安娜、朱曼婷(2018)。探討遊客旅遊體驗與旅遊效益之關係－以安平老街旅遊區為例。運動與遊憩研究，12(4)，27-40。
2. 葉千綺、沈進成(2018)。高齡溫泉遊客旅遊滿意、生活滿意及其重遊意願：安康旅遊的觀點。戶外遊憩研究，31(3)，1-31。
3. (2023)。遊客參加「大溪木博館」人員解說過程中之美感經驗來源。戶外遊憩研究，36(4)，87-122。