此研究的目的在於觀察觀光遊客行為，探討遊客對宜蘭幾米廣場公園旅遊意象，旅遊品質重要度與實際表現的關係。有鑑於到訪宜蘭市觀光遊憩價值日益提昇，且尚未有研究對此地之觀光目的地意象、觀光遊憩品質進行探討，本研究認為值得探討，使管理當局瞭解哪些是遊客心目中認為重要的目的地意象，以及目的地表現程度的差異，更進一步探討哪些是必須改善、哪些又是應該繼續保持下去的旅遊品質，讓宜蘭幾米廣場能長久發展，期望能對宜蘭市發展觀光有所裨益。 本研究採便利抽樣方式，以到訪過宜蘭幾米廣場的遊客作為研究對象，共回收問卷550份問卷，有效問卷532份。資料分析採用敘述性統計及重要度-表現度分析法(Importance- Performance Analysis，簡稱IPA) ， 結果發現旅遊意象方面整體構面以文化環境構面重要度表現度最高，「宜蘭幾米廣場雕像討喜可愛」，「宜蘭幾米廣場具有獨特性」等14個題項深受遊客肯定，應繼續保持；在旅遊品質方面「可享用當地美食」，「觀光遊憩資訊提供豐富」是需要加強改善的焦點。 The purpose of this study is to observe the behavior of tourists, and to explore the relationship between the importance of tourist quality and the actual performance of tourists. Aimed at the visitors of the Yilan Jimei Square Park, the management authorities understand which are the imagery of the destinations that are considered important by the tourists and what are the images that satisfy them, and further understand the qualities that must be improved and continue to be maintained. It is hoped that the Yilan Jimei Square will be able to develop for a long time. A total of 550 questionnaires were retrieved and 532 valid questionnaires were collected. The data analysis adopts narrative statistics and degree of importance-performance analysis (IPA). As a result, in terms of tourism imagery, ＂Ilan's Jimmy Square statue is lovable and cute＂, ＂Ilan's Jimmy Square is unique＂ and 14 items are well received by tourists and should be maintained. The overall image of tourism image is the most important in terms of cultural environment.there is no need for urgent need in tourism imagery. In terms of service quality, ＂you can enjoy local cuisine＂ and ＂rich tourism information is needed＂. Strengthen the focus of improvement.
