| 摘要: | 本研究以目的地意象及遊客行為意圖之關係為研究目的，以嘉義縣竹崎親水公園內的遊客作為調查分析對象，採用便利抽樣與人員現場訪問的方式，共發放400份問卷，回收有效問卷為382份，有效量回收率為95.5％。以SPSS 19.0 版套裝軟體進行分析，係採用敘述統計、t 檢定、單因子變異數分析、皮爾森相關分析及迴歸分析等方法進行資料處理與分析。 研究結果發現：1.在竹崎公園暨親水公園內遊客以女性、30到40歲、學生、教育程度在大學以上且居住地在南部者居多。2.遊客旅遊特性方面，以初次到訪、汽車、停留2小時左右、和家人親戚同伴、旅遊花費為300元以下為多數。旅遊活動類型以欣賞風景為主，透過親友告知為得知旅遊資訊的首要來源。3.不同年齡、居住地、教育程度、旅遊次數、旅遊同伴的遊客在目的地意象上存在著顯著性差異。4.不同年齡、居住地、教育程度、交通工具、停留時間、旅遊次數、旅遊花費的遊客在行為意圖上存在著顯著性差異。5.目的地意象與行為意圖之間存在正向的關係。6.目的地意象構面能預測行為意圖。根據研究結果提出行銷與推廣策略，以做為相關管理單位經營管理之參考建議。
This research aims to understand the relationship between the destination image and behavioral intention of the tourists were investigated in Chiayi County Jhuci Park and Water Park . Convenience sampling and on-site interview by the investigators were used to collect the questionnaires. A total of 400 questionnaires were issued and 382 valid questionnaires were collected. , The effective recovery rate was 95.5%. SPSS software package (version 19.0) was used to analyze the data. Descriptive statistics, t-test, one-way analysis of variance, Pearson correlation analysis and regression analysis were used for the statistic analysis. The results of current study were: 1) the majority of the tourists in Jhuci Park and Water Paerk were female, 30-40 years old, student, with college education and lived in the southen part of Taiwan; 2) tourists mainly were the first time visitor, by car, staying for about two hours, with relatives and family, and spending about $300NTD. The activities of the tour were mostly enjoying the sightseeing. The primary source of tour information came from friends and relatives; 3) in destination image of the tourist, statistically significant differences were found in age, place of residence, education level, time of visiting, and the company of the tourists; 4) in behavioral intention of the tourist, statistically significant differences were found in age, place of residence, education level, transportation, the duration of stay, time of visiting, and the cost of the travel; 5) a positive correlations were found between destination image and behavioral intention; 6) destination image could predict behavioral intention were also found in current study. Proposed marketing and promotional strategies based on the results of this study were recommended to the department of management of the trourism related industry. |
