旅遊規劃者透過社群媒體搜尋旅遊口碑，現今社群媒體多用圖像型式呈現旅遊口碑。旅遊規劃者在社群上看完相關的旅遊照片後，會對於該旅遊目的地產生空間臨場感，本研究想探討此空間臨場感如何影響對目的地的情感意象，進而增加參觀意圖。此外，在時間距離不同的影響下是否有所差別。
　　本研究利用Instagram模擬旅遊規劃者搜尋口碑的情境，研究以實驗設計法，透過SPSS的Process分析，經由網路發放問卷，共回收有效問卷113份，受測者多為學生、新鮮人。
　　研究結果顯示，空間臨場感透過情感意象的中介間接效果是顯著的，且當時間距離越長，意即當規劃時間在比較長遠的未來時，照片如創造高的空間臨場感，便能提升情感意象，進而提高參觀意圖。

Nowadays, travelers often share their travel experiences not only with words but also with photos. When travelers use social media to search for travel destinations, they will have a sense of spatial presence after seeing the relevant travel photos.
This thesis aims to research how spatial presence influence the affective image of travelers, and then increase the visit intention. In addition, under the moderation of temporal distance, whether will tourists react differently.
This thesis design uses photos on Instagram to simulate the situation of travelers searching for destination photos. Data from 113 samples are collected and analyzed by Process of SPSS. Most of the samples were college students or freshmen.
The result shows that the indirect effect through the intermediary of affective image is significant; also, when temporal distance is longer, spatial presence has more impact on affective image. This means that when the travel time is in the longer future, whether a photo can create a high sense of spatial presence is more important, and the visit intention will be higher.

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