| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 97 === Picture postcards have special meaning and functions for countries and tourists. From a country’s standpoint, picture postcard is a form of mass media that possesses the effects of promotion and image shaping. In addition, the meaning of picture postcards on tourists is not limited to a mail delivered to friends and relatives sharing travel moods and greetings, but also a collection of an individual’s travel experience. Therefore, this study utilizes both quantitative and qualitative methods. Then, the image disseminated by the picture postcards was categorized using content analysis method. According to the research objective, this study utilizes structured survey to measure foreign visitors’ demographic variables and tourism destination image, as well as explores the relationship between foreign visitors’ choice of Taiwanese picture postcards and perceived Taiwan image. The result indicates that demographic variables and foreign visitors’ choice of Taiwanese picture postcards would influence image significantly. Based on the findings of this study, some suggestions were provided for tourism planners, managers.
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