金門觀光發展經歷政策的轉變，促使金門的戰地空間使用，逐漸轉為開放觀光的狀態。根據觀光局資料顯示，來台旅客多數會購買當地紀念品，占整體旅遊消費三分之一。旅客透過消費行為來獲得金門意象，使旅客透過紀念品取得金門意象的連結；金門意象透過生產者創造的紀念品，化為代表金門的形式依附於紀念品內。爰此，本研究主要瞭解紀念品購買動機與目的地意象之關聯性。
本研究採用便利抽樣進行問卷調查，於2017年12月於金門針對旅客發放問卷，共回收507份有效問卷。研究結果顯示紀念品購買動機分為｢文化連結」、｢保存記憶」、｢便利攜帶」、｢贈禮用途」等四個構面。另外研究結果顯示，紀念品購買動機與目的地意象之間具有高度關聯性，與過去文獻中紀念品本身具有的獨特性會影響消費者購買其紀念品，結果相同。換言之，具有目的地的獨特印象，會提高旅客企圖購買某產品的可能性。相信本研究結果可提供金門縣政府及紀念品產業參考，並具體化來擬定紀念品相關發展策略。

Kinmen opened up its military facilities to tourist’s in1983. It is now becomes a popular tourist destination and is known for its quiet village, Fuchien-style architecture and battlefield landscape. According to Taiwan Tourism Bureau, most visitors will purchase local souvenirs, which account for one-third of the total tourism consumption. Previous literature suggests that tourist may obtain destination image through tourist consumption behaviour. Kinmen images are relied on souvenirs created by producers to become a form of representation of Kinmen. Therefore, this study mainly explores the relationship between souvenir purchase motivation and destination image.
This study adopts a convenience sampling method to conduct questionnaire surveys. Questionnaires were distributed to tourists in Kinmen, and 507 valid questionnaires were collected. The results of the study identified that motivations for souvenir buying could be classified into four dimensions: namely, "Cultural Linkage," "Save Memory," " Easy to carry," and "Gift Use." In addition, results of this study also show that there is a high correlation between the motivations for purchasing souvenirs and the destination image. This result is as same as previous literature, which is the uniqueness of souvenirs, will affect the purchase of souvenirs by tourist. In other words, having a unique impression of a destination will increase the possibility that a tourist will attempt to purchase a souvenirs. It is believed that the results of this study can provide suggestions to the Kinmen government and the tourism industry, and be specific to formulate souvenir-related development strategies.

摘要 I
英文摘要 II
目錄 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與動機 4
第三節 操作型定義 5
第二章 文獻探討 7
第一節 紀念品 7
第二節 紀念品購買動機 10
第三節 目的地意象 21
第四節 紀念品購買動機及目的地意象的人口特性 28
第五節 研究架構 31
第三章 研究方法 32
第一節 研究設計與流程 32
第二節 研究對象 34
第三節 資料收集方法 34
第四節 問卷設計 36
第五節 資料處理與分析 41
第四章 研究結果與討論 43
第一節 描述性統計分析 43
第二節 探索性因素分析 48
第三節 信度檢驗 52
第四節 差異分析 54
第五節 相關分析 57
第五章 結論與建議 59
第一節 研究結果發現 59
第二節 管理意涵 63
第三節 研究限制及未來研究建議 66
參考文獻 68
中文部分 68
英文部分 69
附錄一 問卷簡介及同意書-繁/簡版本 77
附錄二 正式繁體問卷範本 78
附錄三 正式簡體問卷範本 80

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