近年來觀光產業的快速發展，使得觀光各相關產業面臨激烈的競爭環境。帶動遊客前往觀光的目的地意象的建立是觀光產業推廣與研究之重要課題。另外，觀光旅遊業也須探討影響遊客行為所著重的飲食意象及重遊意願兩項因子。因此本研究將以淡水遊客為研究對象，探討目的地意象、飲食意象與重遊意願變數間之關係。
本研究於103年03月08日至03月22日發放紙本問卷，回收401份有效問卷。進行SPSS資料統計分析，其中包含遊客屬性分析、研究變數之敘述性統計、信度分析、相關分析及迴歸分析。結果指出旅遊動機對目的地意象及飲食意象有顯著影響，而飲食意象及目的地意象對重遊意願有顯著且正向的影響。本研究驗證旅遊動機、目的地意象、飲食意象與重遊意願之因果關係，並提出具體學術與實務貢獻與建議。
本研究之研究結果可供其他縣市之老街與觀光遊憩景點帶來相關實務上的參考價值。並提供我國觀光推廣之重要參考指標、台北市政府觀光傳播局、新北市政府觀光旅遊局以及我國指導規劃觀光遊憩場域之相關單位作為日後之參考依據。
In recent years, the rapid development of the tourism industry, the tourism industry is facing the relevant competitive environment. Promote the establishment and tourist destination image is an important issue to promote the tourism industry and research. In addition, the tourist industry is also required to investigate the effects of diet focuses the image of tourist behavior and revisiting willingness two factors. Therefore, in this study will explore the relationship between destination image, food image and revisiting intention variables.
Paper questionnaires survey was distributed, and 75 questionnaires were adopted from February 8 to February 10. Data analyses included descriptive statistical analysis, reliability analysis, correlation analysis, and ANOVA analysis. The results indicated that the destination image significantly affect perceived food image. Food image had significant and positive impact on revisit intention. This study proposed a research model testing the causal relationships among destination image, food image, and provided specific practical suggestions.
The results of this study are available for other counties recreation and tourism -related attractions bring valuable practice. And provide important reference for the promotion of tourism, Department of Information and Tourism, Taipei City Government, New Taipei City Tourism Bureau, and guide the planning of tourism and recreation field as a future reference.
