| Summary: | 博士 === 銘傳大學 === 管理研究所 === 97 === This study integrate’s destination image evaluation theory as external factors and Tuan’s (2007) view of place transformed as formation factors to construct a destination image position model (DIPM) for evaluating the image of tourist destination. This study used secondary data accumulated from Taiwan Tourism Bureau Ministry of Transportation and Communication, R. O. C. (The Tourism Bureau, M. O. T. C.) “Visitors Expenditure and Trends in Taiwan Survey Report”, which is a yearly statistical report based on the responses from overseas tourists. The analysis of this study was conducted with data that covered a period from 1999 through 2004. Data were analyzed using the K-means and association matrix table of data mining methods, moreover, ANOVA, chi-sqaer test and multiple regression analysis. This study established the internal dreving forces has significant effect on destination image evaluation, besides the longer duration of stay and more visit times of tourists that will have deeper destination imagray of reception. Futhermore, the result presented a new DIPM, steps of DIPM application analysis, and four groups of visitor were identified. Finally, this study provided valuable information for tourism planners and marketing professionals to adapt the needs of their target markets.
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