鹿港遊客之不同目的地意象溝通效果對旅遊意願之影響

Different Communication Effects of Destination Image on Travel Intention for Lukang Tourists

本研究探討鹿港旅遊地意象經由不同圖片溝通效果對遊客的影響，將鹿港分成美食小吃及古蹟建築兩大部分做為分組探討，以中部地區某大學之大學生為研究對象並探討探訪過鹿港及未探訪過鹿港，對於圖片溝通效果的影響。資料收集方式利用問卷調查法，問卷分為美食小吃及古蹟建築兩種版本。採用線上填答的方式，回收有效問卷188份。研究結果顯示，經美食小吃或古蹟建築圖片溝通後，曾參訪過及未參訪過鹿港之遊客，對於鹿港旅遊地意象皆有提升，除了有去過看古蹟建築族群的美食小吃意象無提升。比較有無去過兩族群，無論是美食小吃或古蹟建築圖片所帶動的效益，皆是未參訪過鹿港之遊客大於曾參訪過的。對於沒參訪過鹿港的遊客，看美食小吃圖片的旅遊意願高於看古蹟建築圖片的旅遊意願。

The purpose of this study was to explore tourist destination impressions of Lukang in conjunction with two visual stimuli. A questionnaire was administered online (n=188) including photos of snacks and historical buildings. The stimuli were tested among university students in central Taiwan who had visited Lukang previously and those who had not. Results showed that after exposure to the photos, destination impressions were enhanced across both groups with one exception of snack related image for the group who had visited and watched photos of historical buildings. However, the effects were greater for tourists who had not previously visited Lukang. For those in that group, travel intentions were greater in conjunction with the snacks than the historical buildings.