鄉村工商業不發達，青壯年人口外流及高齡化，生產力逐年下降。中埔鄉有美麗景觀，卻沒有大量遊客，欲藉此研究來增進旅遊意象，提升遊客滿意度及重遊意願，讓鄉村恢復生機。 本研究藉由文獻回顧探討鄉村旅遊意象、滿意度、重遊意願之意義及相互間的關係，並探討台灣推動鄉村旅遊的歷程。 本研究透過描述性統計分析、探索性因素分析、信度分析、相關分析及迴歸分析等方法來分析，結果顯示鄉村旅遊意象、滿意度與重遊意願之間都有顯著相關，遊客旅遊意象愈好，滿意度有正向直接影響；遊客滿意度愈高，重遊意願有正向直接影響；遊客旅遊意象愈好，重遊意願有正向直接影響。 根據研究的結論提出行銷及管理的建議予公部門及鄉村旅遊業者，作為推動及發展中埔鄉鄉村旅遊之參考。 We now see under development of rural industries, departure of youths, aging of society, and lower productivity over the years. Jungpu Township has beautiful sites, but not a great number of visiting tourists. This study hopes to improve the tourist destination image, raise tourists’satisfactory level and willingness to return to restore life in rural areas. This study examines literature reviews to identify the relationship between tourist destination image, satisfactory level, and willingness to return to these places, while discussing Taiwan’s push for rural tourism in the past. This study uses descriptive analysis ,factor analysis, trust analysis , other related analyses and regression analysis for examination, with results that show an evident link between tourist destination image, satisfcatory level and willingness to return. The better the image, the better the satisfactory level; the higher the satisfactory level, the more willing tourists are to return; hence tourist destination image directly impacts the willingness to return. This study provides tourism industries with marketing and management advice based on discussion, and acts as an example to improve and promote the development of rural tourism in Jungpu township.
