| 摘要: | 台灣擁有相當豐富的觀光資源，政府也致力發展觀光產業，期望台灣的觀光旅遊環境能達到國際品質水準。而為吸引觀光客，台灣必須發現自身的旅遊特點，創造獨特的觀光特色，建立良好的目的地意象。潛在觀光客對台灣目的地意象究竟為何，尤其原始意象的研究更形闕如。所以本研究旨在探討外籍觀光客對台灣的原始意象為何。本研究於泰國曼谷市區考山路針對東方及西方觀光客發放502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，東方觀光客較注意夜市、購物、食物、溫暖的、台北101以及日月潭等。西方觀光客則認為台灣是忙碌、炎熱的、歡迎款待的，以及台北101、文化、風景等。量化研究發現，東方與西方觀光客在好客,友善,樂於助人的當地人、異國情調的氣氛、台灣是個良好名聲和信譽的目的地、感覺是忙碌的,興奮的等變數的看法有顯著差異。東方觀光客認為台灣有多樣的美食以及良好的購物環境，同時也有豐富的夜生活；西方觀光客則認為來台觀光可以感受到異國情調，還有特別的廟宇及美麗的自然景觀。質化與量化結果相比較後，確定東方觀光客對於台灣的美食、購物和夜生活較有印象;西方觀光客則是感覺台灣有美麗的自然景點，對於歷史、文化與廟宇等印象較有期待。研究結果可協助政府部門針對東西方觀光客不同的市場區隔分別制定有效的行銷策略，以開發更多潛在旅客來台觀光。
Taiwan has rich tourism resources, the Government also committed to develop its tourism industry, expect Taiwan's tourism environment to meet international quality standards. To attract tourists, Taiwan must find her own travel characteristics and to establish a good image of destination. What is the destination image of Taiwan of the potential tourists, in particular, the study of organic image is even more lacking. Therefore, this study aims to explore what is the organic image of Taiwan of the foreign tourists. Both qualitative and quantity methods were used in this study to analyze data. Five hundred and two questionnaires were obtained from foreign tourists at Khao San Road, in downtown of Bangkok, Thailand. The result of qualitative analysis found that the Eastern tourists paid more attention to the night market, shopping, food, warm, Taipei 101 and Sun Moon Lake. Western tourists noted Taiwan’s image as busy, hot, welcoming and hospitality, as well as Taipei 101, culture and scenery. The results of quantitative found that the Eastern and Western tourists in hospitality/ friendly/ helpful local people, exotic atmosphere, Taiwan has a good name and reputation as a destination, busy/exciting feeling variables viewed a significant difference. Eastern tourists were under the impression that Taiwan has varied gastronomy, wide variety of shop facilities, and also a colorful nightlife; Western tourists believe that they could feel exotic atmosphere in Taiwan, also has special temples and beautiful natural landscapes. Qualitative and quantitative results are compared to determine that the Eastern tourists have more impression on food, shopping and nightlife of Taiwan; Western tourists have the idea of Taiwan has beautiful natural attractions, and with history, culture and temples. The findings may suggest government departments to make effective marketing strategies on different market segment to develop more potential visitors to Taiwan. |
