本研究目的為發掘國內部落客與高雄市政府間意象之認知缺口，蒐集93篇2006年9月至2008年2月間遊客發表之部落格文章及市政府旅遊文宣，根據觀光意象文獻對觀光意象屬性之分類，比較遊客部落格文章及市政府旅遊文宣，發掘認知缺口。研究發現：高雄市旗津、西子灣及打狗英國領事館為最熱門的景點，高雄市文宣則以愛河、旗津及蓮池潭最多；「文化、歷史及藝術」最受遊客與市政府重視，高雄市政府則以宣傳節慶表演為重；意象認知差距以「公私立運輸設施」、「夜生活」及「節慶或演奏會」最嚴重。本研究建議高雄市政府之意象宣傳，應強調當地特色與特有地方文化，增加當地景點故事性，並安排專業導覽人員，藉此吸引更多遊客；同時積極解決空氣污染與交通系統等負面問題。

The purpose of this study is to discover perception gaps in the tourism image between bloggers and the Kaohsiung City Government. The study collected 93 articles posted on blogs by tourists and city tourism promotions published from November 2006 to February 2008. Based on the classification of tourism image documents and respective attributes, the study compared blog articles with government tourism promotions to ascertain perception gaps between them. Findings indicate that Cijing Island, Shizihwan Bay and the British Consulate at Takao are the most popular scenic spots according to the tourists, while the Kaohsiung City Government tourism promotions mostly focused on Love River, Cijing Island and Lotus Pond. Culture, history and the arts are most highly regarded by both tourists and the city, while the government placed more emphasis on the promotion of festival performances. Public and private transportation facilities, night life and festivals or concerts had the greatest perception gaps. It is recommended that the Kaohsiung City Government emphasize on local characteristics and culture, enhance stories for scenic locations and arrange tour guides to attract more tourists. Aggressive resolution of air pollution and transportation systems issues are also recommended.