本研究先對鄉村旅遊地意象的研究文獻加以回顧，扼要摘錄重要的內涵，也略為附加筆者們的思考與研究心得，共回顧十九篇有關鄉村旅遊地意象的文獻後，並將其重要內容摘錄歸納成五大議題，即（一）旅遊地意象的意義及研究的重要性，（二）旅遊地意象理論、衡量課題及研究方法，（三）影響旅遊地意象的因素，（四）旅遊地意象的差異，（五）旅遊地意象對行銷管理與發展的功用、目的與影響。筆者針對上述五大項議題，分別加註及延伸個人的看法及意見。最後，在後語部分指出在臺灣研究鄉村旅遊地意象的必要性及重要方向。將研究的重要方向指向對臺灣鄉村旅遊地意象與鄉村旅遊的型態與性質的相互關係或相互影響的議題上。

This study firsty reviews about nineteen research papers related to rural tourism destination image. Two authros also add briefly their personal views and thoughts. All contents are attributed to five subtopics. These subtopics include first, significance and importance, second, theories, measures and research methods, third, affecting factors, forth, image differences, and fifth, its functions, objectives and impacts on management and development of tourism maketing. Finally this paper indicates the necessity and important direction of the study on rural tourism destination image in Taiwan. Important study direction is toward the inter-relations or -impacts between the rural tourism image and the patterns and/or the characteristics of rural tourism.