遊學是教育觀光的一種型態，而全面開放外籍青年來臺灣遊學觀光是大幅開拓海外觀光客源與擴展國際交流的良好途徑。本研究乃在探討外籍青年來臺之遊學動機、旅遊意象、地方認同感及重遊意願之關係。研究對象以外籍華語系青年為主，研究方法以便利抽樣方式進行問卷調查，由383份回收問卷中篩選出326份有效問卷，有效問卷回收率為85%，本文使用SPSS18.0及AMOS18.0統計套裝軟體做為分析工具，並以描述性統計量、信度分析、探索性因素分析及結構方程模式進行統計分析。研究結果顯示，外籍華語系青年的遊學動機以臺灣學校的名聲、師資、設備優良與選修學分可被承認及豐富多元課程是來臺遊學的主因，同時遊學動機越強，旅遊意象感受程度也越高。此外，這些學生也普遍覺得臺灣給人的感覺是愉悅的，所以透過臺灣旅遊的體驗及經驗進而逐漸產生地方認同。臺灣在這些外籍華語青年的眼中處處充滿美麗新奇的有趣事物、島嶼迷人又美麗、人們好客友善、旅遊交通安全便捷，而這些意象越強烈也越能提高他們再回到臺灣旅遊的意願，以及向親朋好友推薦到臺灣旅遊，並願意向他人宣傳到臺灣旅遊的好處。 The approval of international teenagers’ studying in Taiwan is a good way to expand tourism industries and promote international exchange. The purpose of this research is to examine the relationship among the motivations of international teenagers studying in Taiwan such as their destination image, local identity, and revisiting intentions. We focus on the Chinese-speaking teenagers studying in Taiwan .We adopts SPSS18.0 and AMOS18.0 in this study.Descriptive statistical analysis, reliability analysis, exploratory factor analysis, and structural equation modeling are used in our empirical study. The results indicate the school’s reputation, teacher quality, equipments, and global academic recognition are important factors to attract the Chinese-speaking international teenagers. Meanwhile, the higher their motivations of studying in Taiwan are, the better destination images they have. In addition, these students have pleasant feelings about Taiwanese and result in their local identity through their traveling experiences in Taiwan. In their opinion, Taiwanese are friendly and hospitable, and the transportation is safe and convenient. These positive destination images significantly promote their revisiting intentions. They would like to share their experience to their friends and relatives and recommend them to travel to Taiwan.
