本研究旨在探究有來過台灣之中國大陸人民與沒有來過台灣之中國大陸人民，其目的地意象的差異對於口碑傳遞意圖與再訪意願之影響。藉由問卷調查法來蒐集研究所需要的資料，於2013年4月至6月間透過網際網路進行便利性抽樣，共計回收205位中國大陸人民之問卷資料，並利用SPSS統計軟體來做描述性統計與相關分析，以了解樣本的人口統計資料以及主要研究變項彼此間的關係，之後再進一步使用階層迴歸分析來進行研究假設之驗證。
研究結果顯示，有來過台灣與沒有來過台灣之中國大陸人民，其目的地意象確實有顯著的差異存在。對於旅遊目的地抱持著越為正面的意象，則傳遞口碑的意願就越高，未來再次到訪的可能性也會越大。本研究最後也會依據分析的結果，來提出實務的建議以供相關單位進行參考。

This study aimed to explore the impact of destination image difference between the Chinese people who have visited Taiwan and who have not visited Taiwan on spreading intentions of word-of-mouth (WOM) and revisiting willingness. A survey was conducted to collect the research data. During the period from April 2013 to June 2013, the convenient sampling was used and 205 Chinese people’s questionnaire data were surveyed. The descriptive statistics and correlation analysis were used to analyze the demographics of subjects and relationship of major research variables by using SPSS Statistics. Also, the hierarchical regression analyses were used to test the hypotheses.
The research result indicated that there was significant difference between the Chinese people who have visited Taiwan and who have not visited Taiwan. The image difference significantly impacted the spreading intentions of word-of-mouth (WOM) and revisiting willingness. Therefore, the result of this study could serve as a useful guideline for the relevant authorities.

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