觀光地意象的形成可區分為原始、誘發及複合三個階段，然而過去實證研究在三個意象形成階段的完整性比較上尚有不足之處，且多數研究者採用的受試者間效應(between-subject seffect)研究設計亦被認為有缺點。因此，本研究之目的在以受試者內效應(within-subjects effect)的研究設計方式探討遊客對於彰化縣王功地區（包含王功美食街至王功漁港），從原始意象到誘發意象，再到複合意象的轉變。研究對象為中部某大學修習觀光資源規劃課程的學生，有效樣本數共114人，分析方法採單因子受試者內效應變異數分析(one factor within-subjects ANOVA)。分析結果顯示遊客對於王功地區的37個觀光意象，從原始到誘發、再到複合意象形成階段之變動趨勢可以歸納為漸強型、漸弱型、Λ型、V型、與穩定型等五類。進一步歸納不同的差異變化趨勢後發現，遊客對獨特性意象（如：採蚵摸蛤遊蚵田）的感受，會隨著商業性旅遊資訊的刺激以及實際造訪經驗而加深；至於商業性資訊刺激則會對「心理性－普遍－個別屬性」類型的意象造成較顯著的影響；最後，一般遊客在實際造訪之前，對於像王功地區這類缺乏正式機關經營管理的觀光目的地存有既定的負面意象，這種意象在實際造訪後亦獲得證實，但卻不會出現於商業性旅遊資訊。依據研究結果，本研究對王功地區觀光業者及未來研究均提出具體建議。

The formation of a tourist’s image toward a destination is conceptualized as a three-stage process, which consists of the organic, the induced, and the complex. From the theoretical perspective, tourists who are at different stages have different images regarding their destination. A complete comparison among the three stages regarding a tourist’s destination image could not be found in previous literature. Moreover, it was argued that between-subjects effects designs, which were usually adopted by researchers, were not appropriate in exploring this issue. Thus, the purpose of this study was to employ a within-subjects effects design, in order to investigate the differences among the three stages regarding tourist destination images. The study site was the Wang Kong Area, including the Traditional Main Street and the Fishing Port. Study subjects were drawn from the students of a university in Central Taiwan and 114 valid samples were obtained. The procedures of one-factor within-subjects ANOVA were employed to analyze the differences among the three stages regarding the 37 images. The results revealed that the transformation of a visitor’s images toward Wang Kong, from the organic through the induced to the complex stage, could be categorized into five patterns: reinforcing, waning, Λ-type, V-type, and stable. A further examination of the different patterns of images revealed that a visitor’s unique image, such as “oyster harvesting” was deepened along with the stimulus of commercial travel information as well as on-site experiences. It was also found that commercial information had significant influences on common-psychological-attribute images. Moreover, visitors at the organic stage had negative images about Wang Kong. This might be due to a lack of formal administrations. Their negative images, which were further confirmed by their on-site experiences, were impossible to portray in commercial travel information. Suggestions for the local tourism operators in Wang Kong, and future studies, were proposed according to the findings of this study.