文獻顯示目的地意象為旅客造訪該地之重要前因，隨著數位媒體與網際網路發展日趨快速，數位中介所造成之沈浸體驗與網路上各種用戶留下之言論與意見對於當代人們更具有影響力。故本研究目的為探討網站內容與目的地意象之關係，試圖解釋目的地意象前置因素，以沈浸體驗與用戶生成內容為中介變項。同時，以地點依戀與社會認同為調節變項，探討加入以上兩變項對中介效果產生之影響。
本研究針對一般受測者，以「日本東京」為設定場景，提供相關影片使受測者在填答中有更深層的涉入，共蒐集918份有效樣本。應用Hayes之Process統計分析，進行假說驗證。（1）網站內容與目的地意象呈現顯著之正向關係。（2）沈浸體驗與用戶生成內容顯著中介網站內容與目的地意象之關聯性。（3）地點依戀與社會認同顯著地負向調節項上述之中介效果。

Regarding to the studies about tourism which has been completed in the past, destination image was always placed as first priority by those potential tourists. As the digitalization and social media are well developed in nowadays, flow experience and user generated content became more powerful to everyone.
To clarify the relation among website and destination image is our main topic. To see how flow experience and user generated content influence website and destination image. At the same time, place identity and social identity were considered as moderator to see how the factors influence mediation.
The study was conducted by online questionnaire which was distributed to student club and organization on Facebook. Total effective questionnaire received was 918 in total. Every variables were measure by the image you have about Tokyo and video the research provided. According to the result, we can conclude the following summary by respective hypothesis.（1）Website has positive effect on destination image（2）Both of flow experience and user generated content have positive effect mediation between website and destination image（3）Place identity and social identity have negative effect on the mediation effect.

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