走過疫情、探索幸福城市：臺南旅遊意象、幸福感與旅遊意願之研究

臺南是臺灣最有歷史的城市，有著美食、建築、與文化交織的萬種面貌，不論是懷舊復古的體驗、寧靜悠閒地散步、或是熱情純樸的居民，都構成旅人心目中專屬的臺南意象。本研究以到臺南旅遊的外縣市民眾為研究對象，探討在新冠肺炎(COVID-19)疫情影響下，臺灣民眾對於臺南旅遊意象、幸福感與旅遊意願的意見。採問卷調查法，於2020年七月至八月間以便利抽樣方式至臺南市知名景點蒐集遊客意見，實際回收有效問卷共304份，有效回收率92.7%。分析結果發現受訪民眾知覺之臺南旅遊意象包括交通與設施、文化、居民等三構面；並且驗證了旅遊意象、幸福感與旅遊意願之關係，結果顯示旅遊意象對幸福感與旅遊意願具顯著正向影響，幸福感對旅遊意願有顯著正向影響，同時幸福感對旅遊意象與旅遊意願之關係具有部分中介效果。本研究結果可以增加學理對於旅遊意象、幸福感與旅遊意願內涵之瞭解，也可以提供在後疫情時期，臺南市政府推廣城市行銷與觀光的參考，協助市府與企業設計符合遊客旅遊需求的觀光產品與服務。  Tainan is the oldest city in Taiwan. It contains various features, including delicious food, characteristic architecture, and rich culture. For many travelers, they had perceived specific Tainan travel image, such as experiencing old-school style, taking a leisurely walk, and interacting with kindly people. With the purpose to examine the effect of COVID-19 on tourism industry and travelers’ perception of Tainan travel image, happiness and travel intention, this research collected travelers’ responses by convenience sampling from July to August in 2020. 304 valid respondents were collected with 92.7% effective response rate. The results indicated that travelers’ perception of Tainan travel image was conducted by traffic-construction, culture, and residents. This research also verified the relationship between travel image, happiness, and travel intention. Happiness had partial mediation effect on the relation of travel image and travel intention. The findings of this study could provide references of city marketing and tourism for Tainan City government and could help government and corporates to design tourism product and service from travelers’ perspectives in the post pandemic era.