目的地意象、滿意度與行為意圖的關係－目的地意象的區隔效果

The Relationships among Destination Image, Visitors' Satisfaction and Behavioral Intentions: The Effects of Destination Image Segmentation

10.6295/TAMJ.2009.0901.01

張淑青(Su-Ching Chang)

目的地意象 ； 滿意度 ； 行為意圖 ； Destination image ； satisfaction ； behavioral intentions

台灣管理學刊

9卷1期（2009 / 02 / 01）

1 - 22

繁體中文

目的地意象扮演觀光系統整體吸引力的重要角色，且遊客對目的地之意象會影響到遊客的態度與行為，因此瞭解遊客對目的地之意象對地區的觀光發展至為重要。本研究目的在探討遊客的目的地意象、滿意度與行為意圖之間的關係，以澎湖觀光旅遊為研究範圍，發展結構式問卷作為調查工具，針對到訪澎湖的遊客為問卷調查對象，建構線性迴歸模式加以驗證研究假設，並以目的地意象為區隔變數，探討遊客對澎湖觀光旅遊的不同意象，對滿意度與後續行為意圖的差異影響。研究結果發現在總樣本群中，「觀光資源、活動體驗與服務、設施與美食、氣候與價格」等4個正面目的地意象因素對滿意度與行為意圖均有正向直接影響，而「旅遊阻礙」負面印象對滿意度並無負向影響；但對行為意圖卻有顯著負向影響。本研究以遊客目的地意象作為區隔變數，區分出「高意象」與「低意象」兩個樣本群，分析發現目的地意象對行為意圖的影響有顯著差異，驗證目的地意象的區隔效果，將研究結果提供澎湖觀光旅遊相關單位及業者擬定行銷策略與相關施政目標的建議與參考。

Destination image plays the key role of the overall attractiveness on tourism system, the image of destination will influence visitors' attitudes and behavior, therefore, it is utmost important to realize the image of destination by tourism for the purpose of tourism development. The purpose of this study is to explore the relationships among the destination image, visitors' satisfaction and behavioral intentions, the Penghu was selected to be the research area and a structural questionnaire was developed to use for a visitor survey in Penghu airport. This study constructed a linear regression model to verify the different effects on visitors' satisfaction and behavioral intentions via visitors’ different image. The findings of this study indicate that four positive image factors including ”tourism resources”; ”services of experience activities”; ”facilities and delicious food” and ”climate and price” have positive and direct effects on satisfaction and behavioral intentions; one negative image factor of travel constraint has no significant effect on satisfaction, but it has negative effect on behavioral intentions. Furthermore, the whole samples could be divided into two subgroups which are ”high-image and low-image” by destination image. It shows the different effects on behavioral intention via visitors' different image. The results suggest the concrete and strategic management for tourism related industry.

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