本研究主要目的在於探討鶯歌遊客之遊客特性與觀光意象之相互影響關係。從文獻中可知觀光意象會受到不同遊客特性的影響(Beerli & Martin, 2004)，然而以往遊客特性多僅探討遊客人口統計屬性或旅遊行爲，不足以說明遊客特性影響觀光意象之影響程度。因此本研究除了探討人口統計屬性及旅遊行爲等變項外，亦將遊客心理層面的涉入程度與熟悉度納入遊客特性的範圍，探討遊客特性與觀光意象之相互影響。鶯歌地區近年來，陶瓷老街及縣立鶯歌陶瓷博物館的相繼成立，帶動地方觀光事業發展，使得鶯歌鎮成爲因陶瓷而著名的觀光城鎮，因此以鶯歌這具有濃厚地方特色之城鎮爲研究範圍。研究結果證實當遊客涉入程度及熟悉度較高時，對鶯歌當地的氣氛感受及獨特的特色會較深刻；研究中並以遊客涉入程度高低與觀光意象的不同區別出鶯歌四種類型遊客，提出不同的行銷策略。

The type of traveling that is not enough to delineate the influences on the tourism image. Therefore, this research expands the range of visitor's characteristic, including tourist involvement and tourist familiarity, and tries to understand the influences between these kinds of visitors' psychological demographics and tourism image. Ying-Ko ceramic industry is development from Ying-Ko Old Street, which has already planned be the shop street now. And, the establishment of Ying-Ko Ceramic Museum promotes the ceramic culture and explores the local tourism expansion; the ceramic tourism image is obvious. So this research regards Ying-Ko's visitor as the research object. Depend on the tourism image and tourist involvement compartmentalizes Ying-Ko's visitor be the four variant henotype and advance the different Marketing strategies.