近幾年來臺灣與中國大陸間交流頻繁，大陸交換學生來臺就讀人數比例逐年攀升。由於陸生申請來臺不易，通常會把握難得的在臺機會與同儕們在放假閒暇之虞，以紀念式的方式遊遍全臺，使中國來臺的旅客趨勢將由中老年的遊客為主流漸漸被加入青壯年族群，成為未來臺旅遊市場中重要客源。澎湖對大陸人民具有一定知名度，且相對其他陸客熱門觀光景點而言新鮮，但造訪人數比率卻相對偏低；如能善加利用澎湖之特殊地理環境優勢，將更能夠帶動澎湖的觀光旅遊發展。
本研究將藉由中國大陸來臺交換學生，探討其對澎湖之旅遊意象與意願以及居住地、在臺旅遊經驗和停留時間與意象之關係與影響程度，並提出建議供政府及旅遊業者行銷企畫之參考。本研究共回收410份有效問卷，研究結果發現，一、來臺大陸交換學生居住地不同對於澎湖意象有顯著影響。二、來臺大陸交換學生每月平均出遊次數對於在澎湖的人文遊憩上有顯著影響。三、停留時間對環境特質有顯著影響。四、旅遊意願對於基礎設施則有顯著影響但對於人文與遊憩活動則呈現負向顯著差異。
In recent years, exchange activities between Taiwan and mainland China had be-come popular.The proportion of mainland China exchange students studying in Taiwan have gradually increased. Due to the rare opportunity for studying in Taiwan, mainland China exchange students normally will arrange several tours to explore Taiwan.Young Chinese travelers to Taiwan will become another group of Chinese travelers in the future. Although Penghu is famous for tourism to mainland China, few Chinese tourists had come to visit Penghu. Hopefully, based on the special geography and excellent environment of Penghu, more mainland China tourists can be attracted to visit Penghu. Therefore, this study was aimed to explore the influences of destination image of Peng-hu on travel intention of mainland China exchange students in Taiwan. Four hundred and ten valid questionnaires were collected. SPSS software, student T hypothesis test, ANOVA, Chi-square test, and simple linear regression analysis had been used to verify the research hypothesis. The results obtained from this study can provide useful refer-ences for government and tourism industry in marketing. The results showed that, I. the residence of mainland China exchange students had significant influences on the image of Penghu, the farther from sea the image of Penghu is better; II. There are significant influences on Penghu cultural image from mainland China exchange students with av-erage two to three monthly travelling experience; III. There are significant influences on Penghu environmental image from mainland China exchange students with three to six months staying in Taiwan; IV. There are significantly positive influences from infra-structure of Penghu, and significantly negative influences from the cultural and recrea-tional activities on travel willingness to Penghu. Intensive Internet and TV commercials had been recommended to government agency and tourism industry for promoting tour-ism of Penghu.
