本研究嘗試以記號語言學質的分析來解釋遊客從風景區中譯解所獲得的資訊，並利用旅遊相片進行語意與印象焦點的定量分析，希望進一步找出旅遊意象所換喻的視覺景觀元素。研究結果指出日月潭風景區的旅遊意象可由「光華島」、「水」及，「建物」等視覺景觀元素所構成之心理圖所代替。在擬定促銷廣告策略時，其結果可針對不同旅遊意象的遊客類型對「光華島」與「水」的意象進行推廣。

This article explains the interpreting of information from tourist destination through the semiosis analysis of tourists' answers to questions about travel photography, and simplifies the metanymic tourism image into visual landscape elements. The results of this pioneer study in Sun-Moon Lake Scenic Area indicate that we can simply metanymic tourism image into visual landscape elements of island, water and building. It suggests the promotianal and advertising strategies about Sun-Moon Lake is island and water which depend on the tourists type held tourism image.