兩岸歷經60餘年的分隔，無論政治發展、社會系統、生活方式與思維定 勢均呈現明顯差距，賦予臺灣獨特神祕感的目的地意象。即便人員往來及經 貿熱絡，卻因長期隔閡，政治氛圍顯現外弛內張的冷和態勢。陸客進行目的 地選擇之際，可能會在旅遊阻礙、旅遊動機及目的地意象之間忐忑，並對來 臺自由行的行為意圖產生影響。本研究應用結構方程模型探究構念之間的脈 絡關係，發現 (1) 旅遊動機對目的地意象呈現顯著影響；(2) 目的地意象在旅 遊動機與行為意圖之間扮演關鍵的中介角色；(3) 旅遊阻礙對目的地意象呈現 顯著負向影響；(4) 目的地意象對於行為意圖具有顯著的正向影響。建議當局 善用地方依附之情感連結，形塑「在地獨特性」的意象，挖掘並啟動目標客群的價值體驗。

Taiwan and China have been separated across the Taiwan Strait for more than 60 years, and there is a significant gap in political development, social system, lifestyle and thinking between the two areas. Taiwan thus has a unique and mysterious “destination image”. Although tourist visits, as well as economic and trading cooperation, are frequent, there remains a cold peace between Taiwan and China. When selecting destinations to visit, Chinese tourists might take into account with regard to travel constraints, travel motivation and destination image, which can reduce their behavioral intention to carry out independent travel in Taiwan. Using structural equation modeling, this study examines the relationships among various constructs, and found the following: (1) travel motivation significantly influences destination image; (2) destination image plays a significant mediating role between travel motivation and behavioral intention; (3) travel constraints significantly and negatively influence destination image; and (4) destination image significantly and positively influences behavioral intention. This study suggests that the government should establish the image of “local uniqueness” by cultivating emotional connections with regard to attachment to a place, and that it should do so by discovering and triggering the target customers’ value experiences.