隨著觀光旅遊活動而產生購買觀光紀念品或伴手禮的行為，是遊客與親朋好友分享觀光旅遊經驗的證物。2003年交通部觀光局首度透過網路票選活動，選出台灣百大伴手禮，從此各縣市政府也展開十大伴手禮甄選活動。 雲林縣十大伴手禮自2008年起迄今已邁入第7屆，本研究以2014雲林縣十大伴手禮為例，透過問卷調查與統計套裝軟體作為分析工具，並以描述性統計量、信度分析、因素分析、差異分析及迴歸分析進行統計分析，以消費者的選擇偏好探討2014雲林縣十大伴手禮的地方認同感與產品認同感。 本研究發現雲林縣政府透過十大伴手禮票選活動，所甄選之伴手禮，透過問卷調查分析研究的結果顯示，經由消費者選擇偏好發現消費者對2014雲林縣十大伴手禮的地方認同感與產品認同感有顯著性的影響，亦表示雲林縣地方政府投入心力從事伴手禮的甄選行銷活動，確實能得到消費者對伴手禮的認同感。資料中並顯示，非居住於雲林縣之消費者較雲林縣本地之消費者更能認同十大伴手禮，且消費者在地方認同感的選擇偏好構面中，商品產業價值和發展潛力竟高於地方特色主題性，表示伴手禮在地方特色主題上仍有進步的空間，若能在此方向多琢磨，相信更能為雲林縣帶來更多的特色觀光經濟效益。 During the sightseeing activities, that the tourists buy souvenirs and presents is an evidence to share traveling experiences with their relatives and friends. In 2003, by voting on the Internet, the Tourism Bureau picked out the Top 100 Presents of Taiwan, and the vote for the Top 10 Presents of every county and city started, too. The vote of the Top 10 Presents of Yunlin County has now marched toward the 7th since 2008. The study took the Top 10 Presents in Yunlin County for example, regarding the survey and the statistic software as the tools to analyze and compile statistic such as descriptive statistic numbers, analysis of credibility, factor analysis, differentiation analysis, and regression analysis. According to the consumers’ preferences to investigate the place recognition and product recognition of choosing the Top 10 Presents of Yunlin County in 2014. This study found that by the vote of the Top Ten Presents of Yunlin County, it was shown that the place recognition and product recognition of choosing the Top 10 Presents of Yunlin County in 2014 has manifest influences by consumer’s preferences. The authority in Yunlin County has devoted all their energy to popularizing the marketing programs, exactly gaining the recognition of the presents from consumers. The research also shows that non-residential consumers of Yunlin County can recognize the Top 10 Presents more than the local consumers. Besides, in the aspect of consumers’ preferences of place recognition, the production value and development potential are higher than local specialties. It means the presents still have room for improvement on local specialties. However, if they could refine on local specialties, it will certainly bring in much more benefits to tourism economy for Yunlin County.
