旅遊場所意象的形塑，目的在於能夠展現出有別於與其他旅遊場所的特色，不但能突顯出當地居民的願景，同時也吸引遊客重遊和誘發潛在遊客前來。因此，了解內居者與外來者對旅遊場所的意象是必要的。本研究以圖像輔助深度訪談六位澎湖居民與六位遊客，從各別的圖像描述內容抽取受訪者深層的的想法，最後拼貼出居民與遊客的意象共識地圖。研究歸納居民與遊客相同的意象包括：「獨特自然意象」、「度假休閒意象」、「媒體行銷意象」、「島民生活意象」；而相異之意象為「島民文化意象」、「特殊氣候意象」、「新鮮美食意象」、「新奇探索意象」、「島民精神意象」。藉由意象的同異之處，提出實質上的建議：1.相同之意象為澎湖自明性所在，建議地方建設與行銷策略應積極維持澎湖原始的自然美景與生活文化，以渡假休閒為發展主軸，取代趕行程的觀光模式以提升旅遊品質，並有效運用媒體行銷的力量；2.相異之意象是一種未來可被形塑的潛在意象，建議地方在旅遊淡季適時投入體驗活動以拉長觀光季。

Developing the place image of destination is a good way to represent place characteristic which is different from other tourism sites. It will not only highlight local residents' expectation to tourism development but will also increase visitors' willingness of revisit, even attract potential visitors. Hence, there is need for management unit to understand residents and visitors image to tourism destination. The main purpose of this study is to explore the image map of Penghu from residents and visitor's mind. The in-depth interview was used to collect the data. This study asked 6 residents and 6 visitors about Penghu image by showing photograph to interviewees. The result showed that residents and visitors had similar and different image to Penghu. The similar image included＂the natural image＂,＂the leisure image＂,＂the marketing image＂and＂the living image＂. And the different image was insisted of＂the cultural image＂,＂the climate image＂,＂the food image＂and ＂the novel image＂.According to the result, this study suggested that: 1. The same images are Penghu's identity, so the local construction and marketing strategies should keep the original nature beauty and it's living culture in Penghu. The main development should base on leisure vacation project instead of fashion tight itinerary tourism mode to promote travelling quality. Also, it should make use of media to expand marketing Penghu efficiently. 2. The different images are potential images which can be formed in the future. So, it should create some experience programl activities in program low season to extend the high seasontime.