本研究旨在探討來臺旅客之旅遊特性對於臺北101大樓觀光意象之研究為例，研究目的為一、瞭解來臺旅客之基本屬性、旅遊特性及對101大樓的觀光意象；二、探討不同基本屬性的來臺旅客其旅遊特性之差異；三、探討不同基本屬性的來臺旅客其觀光意象之差異；四、探討不同旅遊特性對來臺旅客其觀光意象之差異。本研究抽樣期間為2013年8月1 日至11月 30日，採問卷調查法，研究持外國護照入境之團體旅遊旅客為主，共發放400份問卷，回收有效問卷共 354 份，有效問卷回收率為 88.5%，經統計分析後發現：1.臺北101大樓團體遊客以來自附近東南亞遊客為主，係女性多於男性，齡層以30〜39歲的人次佔較多數，以事務及服務工作人員的造訪人次居多；2.旅遊特性第一次來臺旅客居多，佔71.31%，以觀光分佈為最多，佔比78.25%，同行人數達25人以上的旅客在觀光意象會有較佳的感受。3.觀光意象的產品向度中，以臺北101大樓電梯速度很快，樓層很高得分最高4.旅遊特性以來臺次數、來臺目的、來臺時間因素在觀光意象有皆顯著的差異。本研究建議臺北101大樓經營團隊於推廣國際旅遊市場應考量同行人數、來臺時間(天數)、來臺目的及來臺次數之旅遊特性。

The objective of this study was to discuss Taipei 101's tourism image among different travel characteristics of visitors arrival to Taiwan. The purposes of this study were as follows: First, it was to understand tourist background of visitors to Taiwan, travel characteristics and tourism image of Taipei101. Second, it was to explore differences in travel characteristics of different tourist background of visitors to Taiwan. Third, it is to explore differences in tourism image of different tourist background of visitors to Taiwan. Fourth, it is to explore differences in tourism image of different travel characteristics. The survey was conducted by sampling from August 1 to November 30,2013. The data collection was by questionnaire to survey, mainly focusing on group travel visitors who are foreign passport holders. 400 questionnaires were distributed and a total of 354 valid questionnaires were received. The effective rate of questionnaires was 88.5 %. The statistical analysis showed that: First, group travel visitors to Taipei 101 was mainly from Southeast Asia more women than men, visitors are mainly aged from 30 to 39 and mostly working for are services and service workers. Second, for travel characteristics were the majority of visitors visiting Taiwan for the first time, accounting for 71.31%, mostly is sightseeing distribution, accounting for 78.25%. The number of 25 people or more peer passengers had a better experience in tourism image. Third, for product dimension of tourism image, the highest scores were the fast elevator and the height of Taipei 101. Fourth, there were many significant differences in tourism image including frequency, purpose and when to Taiwan. This study suggested that the Taipei 101 building management team should consider travel characteristics including number of travel companions, the duration of stay in Taiwan, purpose of the visit and frequency of visit to Taiwan when it promotes itself to the international tourism market.

ㄧ、中文部份
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