近年來，國人赴韓旅遊風氣持續看漲，廉價航空一再打出優惠策略，網路旅遊資訊不斷行銷，促使旅遊的人口穩定成長。本研究旨在探討韓國旅遊目的地意象認同度與旅遊意願之關聯性，並應用重要-表現分析(Importance-Performance Analysis, IPA)進行韓國旅遊各目的地意象元素之相關重要程度與滿意程度。研究方法是採用問卷調查法，研究模式為以目的地意象重要程度與滿意程度、旅遊意願為研究構面，實證對象為曾經到訪過韓國遊客。實證結果，泡菜、韓式烤肉、韓服、韓劇、汗蒸幕為遊客對韓國最認同之在地特色，而主題樂園、購物血拼為最常見的旅遊地點選擇。在多元迴歸分析中，韓國旅遊目的地意象之物價經濟與觀光設施滿意度，為對旅遊意願之最大影響力因子，且於IPA分析中，亦顯示韓國美食多樣性、社會治安、公共建設與交通便利程度為韓國旅遊觀光區之優勢條件。研究結論，得提供有意參與韓國旅遊的國人相關旅遊偏好訊息，及相關旅遊從業人員業務參考。 In recent years, it is very popular that more and more Taiwan people travel to Korea. Additionally, the repeated discount of air ticket and continuous marketing of network tourism information have promoted the steady growth in tourist population. This research is aimed to explore the correlation between degree of recognition of Korean tourist destination image and travel intention and apply Importance-Performance Analysis (IPA) to understand the correlated importance degree and satisfaction of tourist destination image elements in Korea. This research adopted questionnaire survey and applied the importance degree and satisfaction of destination image and travel intention as the research dimensions and the empirical subjects were the tourists ever visiting Korea. According to the empirical results, kimchi, Korean roast meat, hanbok, Korean drama and Han Jeung Mak are the local distinctiveness which tourists identify with most in Korea and tourists often choose to go to the theme parks and go shopping. In the multiple regression analysis, price of commodities and satisfaction of tourist facilities related to Korean tourist destination image are the most influential factors in terms of the travel intention; the IPA analysis also shows that Korean food variety, social security, public construction and traffic convenience have become the advantageous conditions of Korean sightseeing area. The research conclusion has provided the relevant tourism preference information to the Taiwanese people who have the intention of traveling in Korea as well as the business reference to the related working personnel in tourism industry.
