隨著兩岸交流的日趨頻繁，無論從台灣觀光市場的需求面或供給面來看，開放大陸遊客來台觀光旅遊勢必成為未來的政策趨勢。從地區行銷的角度切入，探討大陸人士對台灣旅遊目的地形象形成的原因，可以瞭解到未來針對大陸這個目標群體，在觀光行銷宣傳上可以利用的管道，及大陸人士在旅遊地形象形成的過程中，哪些因素的不充分或限制，形成現在大陸人士心中對台灣形象上有所偏誤，旅遊地形象是進行旅遊決策之前的重要關鍵，而瞭解大陸遊客形成旅遊形象的因素及限制是當前非常重要課題。
本研究探討大陸潛在遊客對台灣旅遊目的地形象形成的因素及影響的路徑模式。利用Baloglu & McCleary(1999)發展之目的地形象模式為基礎，以資訊種類、資訊數量、社會心理旅遊動機及目的地/限制及控制為自變數，而以目的地知覺/感知及情感的評估為中介變數，來探討對台灣整體旅遊目的地形象的因素影響；以SEM為研究分析工具，透過針對大陸潛在遊客的問卷調查，並以地理變數「內陸地區」、「近台灣沿海地區」兩類群，樣本抽測針對未造訪過台灣之大陸學生（潛在遊客）進行對台灣旅遊目的地形象因素路徑模式之建構，取得有效樣本共671份。
研究結果顯示大陸潛在遊客對於台灣旅遊目的形象，在中介變數「目的地知覺/感知」、「情感的評估」與「整體目的地形象」之間存在因果關係；在「資訊種類重要性」及「社會旅遊動機」影響上也呈現相關支持過去學者的研究。但在「資訊數量多寡」對台灣旅遊目的地形象影響上，卻呈現出與過去研究不同的結論，在模式上也修改了Baloglu & McCleary(1999)在資訊數量變數上針對大陸遊客對台灣旅遊形象的驗證。本研究設定之自變項「目的地限制/控制」結果顯示與中介變項「目的地知覺/感知」存在顯著的因果關係，並間接的影響旅遊目的地整體形象。在不同的地理變數的三種結構模式比較中，結果皆顯示因為旅遊資訊數量不足導致對形象上無法支持顯著的因果關係；而「內陸地區」在自變數因果影響上對中介變項「情感的評估」具有比較良好的因果關係；而「近台灣沿海地區」則是對中介變數「目的地知覺/感知」具有比較良好的因果關係。

With the cross-strait interactions become more and more prevalent, Chinese visitors’ traveling to Taiwan has become a important subject. Governments, industries and scholars in Taiwan are all estimating how much this will contribute to the Taiwan economy development.
To explore the immense potential tourism market, this research adopts quantitative technical analysis, include the following issues into discussion: (1) the generation of destination images from the perspectives of potential Mainland China travelers to Taiwan; (2) the factors that effect tourists’ impression owing to the history issues and cross-strait relations; (3) the influence of China’s political and social conditions on Taiwan’s tourism image and their cause-effect relations; (4) the destination image effect of Taiwan’s present direct/indirect limitation policy on China tourists.Based on the destination image model by Baloglu & McCleary (1990), the research adopts a student questionnaire survey targeting at potential visitors from Mainland China who have never been to Taiwan. A total number of 671 valid samples are geographically divided into two groups: internal region of China and coastal areas. The two variables are then analyzed with SEM to construct the destination image path model.
The result shows that cause-effect relations exist on the mediators of “perception/cognition of destination”, “affective evaluation” and “overall destination image”. Independent variables of “the significance of information types” and “tourist motivation” support the result of the past studies. However, “the amount of information” on Taiwan’s tourism image presents different result from the past studies, which also modifies the hypothesis of information amount variable in the model developed by Baloglu & McCleary (1990).The result reveals that independent variable of “destination limitation/control” has obvious cause-effect relation with mediator of “perception/cognition of destination”, which indirectly affects the formation of destination image. The comparison of three construction models formed by the destination image all indicates that the insufficiency of tourist information may lead to the unsupportable obvious cause-effect relation on image development. The independent variable of “internal region of China” presents better cause-effect relation with “affective evaluation” mediator while “coastal areas” shows better relation with “perception/cognition of destination”.

第一章 緒 論 1
第一節 研究背景 1
第二節 研究目的 4
第三節 研究範圍與限制 6
第二章 文獻回顧 7
第一節 形象概念 7
第二節 旅遊目的地形象構成 12
第三節 旅遊目的地形象與旅遊決策模式 17
第四節 旅遊目的地形象屬性及衡量 24
第五節 旅遊目的地形象與結構方程式 27
第三章 研究設計 33
第一節 研究架構 33
第二節 研究變項之操作性定義 34
第三節 研究假設 38
第四節 問卷設計及抽樣 40
第四章 實證資料分析 52
第一節 問卷回收與樣本特徵 52
第二節 研究模式之變數精簡 53
第二節 研究模型之衡量模式 77
第三節 研究模式之結構模型 81
第五章 結論與建議 91
第一節 大陸潛在遊客對台灣目的地形象因素 91
第二節 目的地限制/控制對目的地形象有影響 95
第三節 因素路徑模式的建構與探討 96
第四節 研究限制與未來研究方向 97
參考文獻 99
附錄一：研究統計數據 110
附錄二：預測問卷 119
附錄三：正式問卷 124

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