觀光意象對觀光客目的地選擇決策過程中扮演重要的影響角色，正向及良好的觀光意象對城市透過觀光收益來促進城市發展及經濟成長亦有顯著效果。因此，針對城市之觀光意象之探討乃一重要課題。本研究主要目的在探討遊客對台北市、台中市、台南市及高雄市等四大都會區的觀光意象，進而利用觀光意象進行城市觀光上之定位和了解城市觀光意象對旅遊目的地選擇行為影響。 本研究對非當地居民之遊客為研究對象，以系統抽樣的方式進行問卷調查，共得391份有效樣本。經由多元尺度分析，本研究發現受訪之觀光客對台中與高雄兩城市之意象相似，而與台北與台南之意象又明顯不同。本研究結論可提供各城市發展觀光策略之參考。此外，四個城市經由因素分析分別萃取出觀光意象因素，透過羅吉特迴歸分析結果顯示，觀光意象、旅遊經驗和城市熟悉程度是旅遊選擇行為的決定因素，此預測力達62％以上。本研究結論可提供各城市發展觀光策略之參考。 Tourism image plays an important role in the tourist destination decision-making. The urban with a positive and good image perceived by tourists can bring out the urban a significant effect on urban development and economic growth via tourism receipts. Hence, it is an important issue to explore the image of urban. The current study mainly examined the images of four major urbans in Taiwan including Taipei, Taichung, Tainan and Kaoushung, perceived by tourists; and furthermore used urban images to explore the perceived positioning of all urbans, and furthermore to analyze the effect of tourism image on the travel destination choice bahavior. Using a structured questionnaire survey with systematic sample technique, a total number of 391 usable samples were obtained. The result from the multidimensional scale analysis reveals that Taichung ad Kaoushung share the similar perceived image, and which is apparently different from either Taipei or Tainan. The tourism images of four cities were extracted using factor analysis respectively. Considering the tourism images, travel experience and urban familiarity as determinants, the destination choice model was built up using logistic regression. The model reveals considerable forecasting performance over 62% for all cities under study. The findings can provide all urbans under study useful insights to build up their tourism development strategies.
