基於意象之文化觀光市場區隔：以造訪我國之國際旅客為例

This research aims at testing the effectiveness of using image–based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan’s inbound tourists were then surveyed to rate the importance of these attributes. Applying factor–cluster and a posteriori segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveals several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two–dimensional model of cultural tourist typology.