本研究旨在瞭解大陸人士來台旅客對台灣旅遊目的地意象(Destination Imagery)，口碑(Word-of-Mouth)與重遊意願(Revisiting Willingness)之關聯性研究。經由文獻之引用及邏輯之推理，採用量化研究的方法，透過問卷調查法填答的方式，進行實證研究調查。
本研究採取立意抽樣方式發放問卷，問卷的發放是透過願意配合接受問卷調查之大陸人士來台旅客將問卷發放給其填寫。總計發放紙本問卷410份問卷，問卷回收份396，回收率96.58%。經刪除無效問卷後，得有效問卷384份，問卷有效率為96.96%。
研究結果發現，大陸人士來台旅客對台灣旅遊目的地意象與口碑呈正向顯著關聯性；大陸人士來台旅客對台灣旅遊目的地意象與重遊意願呈正向顯著關聯性。
並根據該結果，探討管理上之意涵，提供實務界相關業者，人力資源管理實務方面之參考。
A study aims to understand the correlation of Mainland tourists to Taiwan on the destination imagery, word-of-mouth and Revisiting Willingness. Through the literature reference and logical reasoning, using quantitative research methods, questionnaires to answer the way, empirical research survey.
In this study, a questionnaire was distributed by the way of Judgmental Sampling. The questionnaire was distributed through questionnaires sent to Taiwan by mainland tourists willing to cooperate with the survey. A total of 410 paper-based questionnaires were issued, 396 were returned, and the recovery rate was 96.58%. After the invalid questionnaire was deleted, 384 valid questionnaires were available, and the questionnaire's effective rate was 96.96%.
According to the findings, mainland tourists visiting Taiwan have a positive and significant correlation with the destination image and word-of-mouth. Mainland tourists to Taiwan have a positive and significant correlation with the destination imagery and their Revisiting Willingness.
Based on these results, we explore the implications of management, it provide the reference to operators of tourism industry with practical aspects in human resources manageme.
