世界觀光組織估計，截至2020年之觀光旅遊人口將高達16億人次，而國際觀光境外旅遊之遊客之中，銀髮族因為退休而擁有多餘閒暇時光，因此是最常從事旅遊之族群之一。爰此，本研究主要目的在於建構台灣銀髮族觀光客知覺之來源國意象、目的地意象、旅遊服務品質及滿意度之關係模式，樣本調查蒐集424位銀髮族旅客，路徑分析結果顯示目的地意象與旅遊服務品質在來源國意象與滿意度之間產生中介效果，且當台灣銀髮族認知較低旅遊品質時，目的地意象會對來源國意象與旅遊滿意度產生中介效果。 According to the estimation of World Tourism Organization, it expects that the popula-tion of international tourists will up to 1.6 billions in 2020. With respect to international out-bound travel, seniors are one of most frequently traveling segments because much available time owned after their retirement. The objective of this study is to propose a relationship model of country of origin image, destination image, travel service quality, and travel satis-faction. Path-analytic tests using data collected from 424 Taiwan’s senior tourists suggest that destination image and travel service quality mediate the relationship between country of ori-gin image and travel satisfaction and that destination image mediates that between country of origin image and travel satisfaction when Taiwan’ senior tourists perceive low travel quality.
