小鎮觀光複合意象與旅遊體驗之關聯－－以雲林虎尾為例

The Relationship between Complex Image of Tourist Destination and Travel Experiences: A Case Study of Huwei Town, Taiwan

觀光複合意象和旅遊體驗在觀光旅遊發展上是影響相當大的兩個變數，本研究主要目的為：探討觀光複合意象與旅遊體驗是否相關。研究對象為虎尾地區外來參訪遊客，以便利抽樣方式進行，總計共得412份之有效問卷，研究結果顯示：（1）觀光複合意象和旅遊體驗有顯著相關性之假設成立；（2）觀光複合意象組成構面之「迷人特質」、「異地氛圍」、「安心舒適」、「平靜放鬆」以及「合理價值」等五個因素對於旅遊體驗組成構面之「旅遊思維」、「旅遊效益」、「旅遊感受」以及「旅遊刺激」等四個因素有顯著相關。顯示出遊客對觀光複合意象構面越認同，對於旅遊體驗構面的認同也越強。整體而言本研究結果證實了虎尾地區之觀光複合意象與旅遊體驗確實相互關聯。

The two variables complex image of tourist destination and travel experiences were the influence factors on the development of tourism considered in this study. The aim of this research was to explore the relationship between these two variables. The targets of this study were external tourists of Huwei town, and 412 valid questionnaires were obtained by convenience sampling. The results of the analysis showed that the hypothesis of a significant relationship between tourism complex image and travel experiences was substantiated. The results also showed that the five factors of complex image of tourist destination 'Charming qualities', 'Exotic atmosphere', 'Assured comfortable', 'Calm relaxation', and 'Reasonable value' had the most significance toward the four factors of travel experience 'Tourist thinking', 'Tourist benefits', 'Tourist Feelings' and 'tourist stimulation'. This indicated that when tourists had more recognition of the factors of tourism complex image, they had more recognition of the factors of travel experiences. Overall, the results of this study confirmed that tourism complex image is significantly related to travel experiences in Huwei town.