遊客會根據腦海中的意象來選擇旅遊目的地，因此遊客在選擇旅遊目的地時會受到意象的影響。本研究藉由旅遊目的地意象的概念來探討遊客旅遊目的地意象變動之情形，瞭解外籍遊客對於某特定旅遊地的原始意象、誘發意象與複合意象的轉變是否有所差異。研究對象為鄰近地區之外籍生，有效樣本數共89人。分析方法採用相依樣本單因子變異數分析。分析結果顯示外籍遊客對於北港形象商圈的28個觀光意象，從原始意象到誘發意象，再至複合意象之形成階段之轉變可歸納為漸強型、漸弱型、Λ型與穩定型等四項趨勢。不同的差異趨勢分析後，發現獨特意象的感受會隨著實際參與遊程後更加深刻。依據本研究之結果，提出對管理單位在觀光行銷上的具體建議。

Tourists may use their images to decide their travelling destinations; therefore, when they are choosing a travelling destination, they may be influenced by their images. Thus, the study try to explore tourists' transformation of an image via the concept of tourism destination image, and to understanding foreign tourists' transformation of organic image, induced image, and complex image in a certain travelling destination. The participants in the study are international students studying in the Beigang. The valid samples are 89. Paired-Samples t-test and one-way ANOVA are used to analyze the data. The results of the study show that the foreign tourists' transformation of organic, induced, and complex images on 28 tourism images in Beigang Image Commercial District can be categorized into four patterns: reinforcing, waning, Λ-type, and stable. Besides, their images about the place would be reinforced after they visit the place. Hopefully, the results of the study can be the related managerial units' reference.