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E98031
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觀光目的地意象變動模式之實證與剖析
Transformation Patterns of Tourist Destination Images: An Empirical Study
1.黃章展
1.Chang-chan Huang
1.東海大學景觀學系
1.Department Landscape Architecture, Tunghai University
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1.東海大學景觀學系
1.Department Landscape Architecture, Tunghai University
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2009-08-01
A.14 計畫執行期間(訖):2010-07-31
2009-12-142009-12-282009-12-202010-01-112009-12-282010-01-18
A.16 收到日期:2010-12-16
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未曾到訪本研究基地之滿18歲青年

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C.2 聯絡日期:2010-12-20
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1.東海大學景觀學系
1.Department Landscape Architecture, Tunghai University
1
C.7 資料公開日期:2011-08-01
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1.原始意象
2.誘發意象
3.複合意象
4.觀光目的地
1.Complex Image
2.Destination Image
3.Induced Image
4.Organic Image
本研究透過實驗設計的概念探討遊客對某特定觀光目的地,從原始意象到誘發意象,再到複合意象之變動模式。研究基地選定為台灣大學梅峰山地實驗農場,受訪者分 為實驗組和對照組,實驗組給予基地資訊刺激和現地體驗,對照組則完成不給予任何刺激,受訪者均須完整參加三階段問卷調查。調查回收有效問卷為73份,含實 驗組39份、對照組34份。分析結果發現在實驗組部份三階段意象有差異的項目共有20項,成對比較後可彙整為5種趨勢,且均以複合意象最高,表示在透過現 地資訊的刺激後,確實可以有效提高遊客對觀光旅遊地的意象。對照組部份三階段意象有差異的項目較少,共有10項,僅有6個項目在三階段中有顯著差異,成對 比較後可彙整為3種趨勢,推論受訪者或許受其他因素干擾所致。從實驗組給與現地刺激的結果來看,三階段觀光意象之差異性也確實會受到「商業性資訊」與「現 地體驗」的因素影響所致,與Fakeye 和Crompton(1991)的研究結果符合。研究結果建議規劃管理者,形塑出遊客喜愛的意象就顯得相當重要,如何創造出迎合遊客需求的目的地意象,方 可以提高遊客前往旅遊的可能性。

The current study employed experimental designs to investigate visitors’ images at the organic, induced, and complex stages. The results revealed that the experimental group had 20 different items existing in the three stages and could be combined into five trends. The complex image scores were the highest which meant the stimulations of on-site experience effectively affect visitors’ destination images. In the control group, only six items had significant differences and could be categorized into three trends, the participants might be interfered by other information. In conclusion, the three-stage images can be affected by “commercial information” and “on-site experience” which is coherent with results from Fakeye and Crompton’s (1991) study. Implications for the management was directed to promoting visiting possibility by creating favorable images to potential visitors.

D.16 完成檢誤日期:2011-03-18
D.17 預定釋出日期:2011-08-01
D.18 初次釋出日期:2011-10-25
D.19_1 最新版釋出日期:2011-10-25
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10.6141/TW-SRDA-E98031-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E98031
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