澎湖群島擁有獨特的海洋資源及地質風貌，各島嶼均獨具特色。本研究選擇六個島嶼爲研究客體，分析其競爭態勢並予以定位。根據學者Beerli與Martin(2004)對目的地形象之觀點與概念爲編製量表基礎，以自編之「澎湖群島形象定位問卷」爲工具，進行問卷調查，並以項目分析、因素分析、群集分析、多元尺度法分析資料。研究結果如下：(1)本研究樣本以女性居多、年齡介於21-30歲居多、月所得大多在20,000元以下、學歷以大學／專科居多、婚姻狀況以未婚居多、到澎湖旅遊之次數以二次以上居多、旅遊方式以自由行居多。(2)在競爭態勢表現上，「氣氛」、「餐飲」、「交通設施」、「娛樂活動」、「沙灘」、「自然環境」、「住宿」等七個因素皆有形成競爭群。而於總形象表現上，「望安島」、「七美嶼」、「吉貝嶼」、「漁翁島」形成競爭群。(3)在各形象因素表現中，「氣氛」、「餐飲」、「交通設施」、「沙灘」「娛樂活動」皆以「澎湖本島」表現最佳；「自然環境」則以「七美嶼」表現最佳。

Penghu Islands are abundant in marine resources and geologic landscape, and each island cultivates its own particularity. The purpose of this study was to investigate the image positioning of Penghu islands. "The Questionnaire of Penghu Islands Image" was developed by the researcher based on the destination image theory of Beerli & Martin (2004). Item Analysis, Factor Analysis, Cluster Analysis and Multidimensional Scaling (MDS) were implemented. The results are as follows (1) The subjects of the study were mainly females, 21-30 years old, NT$20,000 monthly income or less, visited Penghu over two times, college degree, single and backpacking. (2) There are 7 factors constructing the image of the situations including atmosphere of place, dining, transportation, amusements, beach, natural resources and accommodation. In terms of "macro image", Wangan Island, Chimei Island, Jibei Island, and Yuweng Island were in the competition group. (3) Magong Island is relatively better in atmosphere of place, dining, transportation, amusements, beach, and accommodation. In natural resources, Chimei Island is rated the best.