近年生態保育的概念已成為自然資源永續管理的重要課題，而生態旅遊是相對於大眾觀光的概念，被認為是一種兼顧保育與遊憩，能促進地方朝向永續發展的活動。本研究以極具生態教育功能的觀光遊憩點大鵬灣國家風景區為範圍，探討遊客旅遊目的地意象及重遊意願之關係。採便利抽樣法進行抽樣，並以問卷調查的方式對該區遊客進行面訪式問卷調查，共回收有效問卷資料382 份，有效回收率為91%。資料收集完成後並以統計軟體SPSS12.0 進行分析，包含因素分析、平均數差異檢定、相關分析等。本研究主要結果為受試者旅遊目的地意象認知以設施交通最高、環境氣氛次之，重遊意願認知則以重遊再訪較高。受試者對旅遊目的地意象及重遊意願的認知在部分人口特徵上有顯著差異，而旅遊目的地意象與重遊意願之間有顯著之正向關係。本研究並將依據研究結果提出具體建議作為生態旅遊活動提供單位之參考。

Nowadays, the concept of ecological preservation has become an essential issue for sustainable management of natural resources. And, in contrast to mass travel, eco-travel is seen as an activity which combines preservation and recreation, and can promote sustainable development for local areas. The research focuses on the scope of Dapeng Bay National Scenic Area with ecological educational function, and discusses the relationship between tourism destination image and revisit willingness. The research adopts covenience sampling and the manner of questionnaire survey; in addition, the researcher uses the instrument ＂Questionnaire for the Investigation of Tourism Destination Image and Revisit Willingness＂ to get quantitative data. Eventually, 382 valid copies are acquired. After collecting all the data, the researcher executes statistical analyses. The main results are as follows. First, the dimension of equipment and transportation in ttravel destination image is the most important, and the dimension of environment and atmosphere takes the second place. Some demographic characteristics of the interviewees show influences on the cognition of tourism destination image and revisit willingness. Also, there's significant positive correleation between tourism destination image and revisit willingness. According to the results, some tangible suggestions are presented for those institutes that provide eco-travel activities.