| 摘要: | 近年來台灣投入相當多的心力發展觀光產業，將觀光列為國家六大新興產業發展計畫之一。而成功的觀光發展相當程度取決於目的地意象的呈現，若能營造台灣為一個獨特且良好的旅遊目的地，將能有效吸引觀光客的注意與興趣，進而決定來台旅遊，故評估與發展台灣之目的地意象，是台灣觀光發展相當重要的課題。本研究旨在瞭解東方與西方觀光客以及首次與重遊之觀光客對台灣的目的地意象為何，研究於台灣桃園國際機場出境大廳針對東方及西方觀光客發放405份問卷，並同時採用質化與量化方法分析資料。質性分析發現，東西方觀光客對於台灣的意象皆注意到：友善地、人民、101和台北等；不同之處則為東方觀光客較注意到台灣的食物與購物，對於台灣的氣氛認為是快樂的及充滿生機的，而西方觀光客則較注意到台灣的文化及戶外觀光景點，對於台灣的氣氛認為則是擁擠的及樂於助人的；量化研究則發現，東方與西方觀光客在異國情調的氣氛、討人喜歡的觀光景點和活動、台灣有很多摩托車等等變數的看法有顯著差異。關於首次到訪與重遊台灣之觀光客的差異性，質性研究發現，首次與重遊觀光客對於台灣的意象皆注意到：友善地、食物、人民、101和夜市等；不同處為首次到訪觀光客較注意到中國的和廟宇，重遊觀光客則較注意到文化和溫泉，對於台灣氣氛都認為是友善地、忙碌的和令人興奮的；量化研究另發現，首次到訪與重遊觀光客在宜人的天氣、令人愉悅的海灘和政治是穩定的等等變數的看法有顯著差異。研究建議政府觀光部門，可以針對東西方觀光客進行不同的行銷推廣策略，以利吸引更多外籍旅客前來台灣觀光。
The Taiwanese government has viewed tourism as an important industry and has paid a lot of efforts to promote its tourism in recent years. Tourism was viewed as one of the six most important national new projects in Taiwan since 2009. A successful tourism is highly depends on the presentation of good destination images. If Taiwan could have nice and unique destination images against its competitors, foreign tourists will view Taiwan as an attracting travel destination and may decide to visit Taiwan. The assessment and development of an appropriate image for Taiwan has become increasing important. The success of Taiwan as a tourist destination depends upon this. This study aimed to realize Taiwan’s image as a tourist destination. The perspectives of eastern and western tourists as well as first-time and repeat visitors will be identified. Both qualitative and quantity methods were used in this study. Four hundreds and five questionnaires were obtained from foreign tourist in the departure floor of Taiwan Taoyuan International Airport. According to the results of qualitative study, it was found that both eastern and western tourists had viewed Taiwan’s images as: Friendly, People, Taipei 101, and Taipei. However, eastern tourists also had noted Taiwan’s images as Food and Shopping, and feel the atmosphere in Taiwan is Happy and Vibrant. In contrast, western tourists pay more attention on the images of culture and outdoor attractions in Taiwan and feel the atmosphere in Taiwan is Crowd and Helpful. According to the results of quantity study, it was found that eastern and western tourists had different viewpoints in the questions of Taiwan has exotic atmosphere, Taiwan has beautiful scenery/ natural attractions, and Taiwan has a lot of motorbikes. About the differences between first-time and repeat visitors, the results of qualitative study indicate that both first-time and repeat visitors has noted Taiwan’s image as Friendly, Food, Pople, Taipei 101, and Night market. Nevertheless, first-time visitors had paid more attentions on the images of Chinese and Temple. In contrast, repeat visitors pay more attention on the images of Culture and Hot spring. About the atmosphere in Taiwan, both first-time and repeat visitors feel Taiwan is Friendly, Busy, and Exciting. According to the results of quantity study, some differences were found between first-time and repeat visitors on the questions of, Taiwan has pleasant weather, Taiwan has good beaches, and the political is stabile in Taiwan. This study suggests the Taiwanese government to have different marketing strategies on both eastern and western tourists in order to effectively manage good destination images on both potential markets. |
