本研究主要目的是在探討臺北市的觀光意象，進而了解城市觀光意象下旅遊目的地選擇行為影響。本研究以臺北市、臺中市、臺南市及高雄市之主要觀光景點作為問卷發放地點，以非當地居民之遊客為研究對象，以統抽樣的方式取樣本，共得391份問卷，回收率約九成。研究結果顯示，「生活機能」、「城市建設」、「當地特色」、「民情風俗、「安全衛生」、「遊憩機會」六項為觀光客對臺北市之主要觀光意象。另依據羅吉特迴歸模型估計結果顯示：臺北市的「生活機能」、「城市建設」、「當地特色」、「民情風俗、「安全衛生」、「遊憩機會」六項觀光意象是影響旅遊地選擇行為的主要原因。而「當地特色」是遊客最重視的意象。其中臺北市「當地特色意象」愈強，遊客選擇其作為旅?目的地的可能性愈高，正確預測力為67.8%。觀光意象會影響觀光客旅遊目的行為，故城市應利用自身的者會條件來創造城市觀光旅遊，進而透過了解遊客心目中的城市觀光意象以及了解城市吸引遊客前往因子，作為發展城市觀光旅遊策略之重要參考。

This study aims to explore the urban tourism images of Taipei city, and furthermore to analyze the effect of tourism image on tourist’s travel destination choice behavior. A self-administrated questionnaire survey was conducted to urban tourists by using systematic sampling method. A number of 391 valid samples are collected. The results show that ‘life function’ ‘urban construction’ ‘ locally characteristic’ ‘ condition manners’ ‘ safe hygiene’ ‘ travel opportunity’ is the main six reason in destination decision-making, ‘locally characterstic’ is the most value image in tourist in mid. Which Taipei ‘locally characteristic’ as strong, the choose in destination decision-making opportunity as high. In addition, the travel destination choice model using logistic regression reveal he considerable forecasting performance 67.8% under study. The result of this study imply that urban authority have to identify and enhance its urban image to attract more urban tourists.