線上評論對目的地意象與旅遊意圖之影響

The Influence of Online Reviews on Destination Image and Travel Intention

在國際旅遊日益普及的數位時代，旅客常透過線上資訊以降低感知風險與決策不確定性。線上消費者評論（eWOM）因其真實性與高度可信度，已成為影響旅遊決策的重要參考來源。基於此，本研究旨在探討線上評論於目的地意象與旅遊意願之間的調節角色，並檢驗認知與情感意象對旅遊意願的影響。研究以潛在旅客為對象，採便利抽樣法，共回收247份有效問卷。結果顯示，認知與情感構面皆顯著正向影響旅遊意願，且在正向與負向線上評論的干擾下，其影響力皆產生顯著變化。研究證實線上評論具有調節效應，亦強調目的地行銷中應同步管理數位評論與形象建構，以有效提升旅遊吸引力與推薦意圖。

In the era of digital globalization, international travelers increasingly rely on online information to mitigate perceived risks and reduce decision-making uncertainty. Among various digital sources, electronic word-of-mouth (eWOM)—particularly online consumer reviews—has emerged as a highly credible and influential factor in shaping travel decisions. This study examines the moderating role of online reviews in the relationship between destination image and travel intention, with a focus on the cognitive and affective dimensions of destination image. Data were collected from 247 respondents in Taiwan using convenience sampling. The findings reveal that both cognitive and affective components of destination image are significantly associated with travel intention. Furthermore, the presence of either positive or negative online reviews significantly moderates these relationships. These results underscore the importance of integrating digital review management with destination image strategies to strengthen travel appeal and influence recommendation behavior.