根據本研究結果，建議鹿港未來可搭配現今所發展出的文化創意產業，妥善運用其歷史背景及其現地保有的歷史資源，能夠藉由鹿港的現有的有形及無形資產，在不同類型人文資源上打造特有的古城文化，讓遊客能夠有多元角度的體驗鹿港古鎮氛圍，將其對鹿港之意象深化變成對外的口碑宣傳，甚至影響其重遊意願，整體地方觀光效益得已提升拉抬。同時亦希望藉由此研究調查能夠讓其他各縣市政府做為未來地方特色產品及地方觀光推動的參考依據。 This study aims not only to explore and verify how the product beliefs in different local specialty will influence tourists’ destination image, but also to analyze the mediating effects of destination image on the relationship between various product beliefs and the willingness to revisit. A sample consisted of 174 on-site visitors was obtained at Lukang, Changhua County through a purposive sampling procedure. The primary data regarding sample members’ respondents’ overall image of Lukang, their willingness to revisit, and their product beliefs regarding various types of local specialty products were collected through structured questionnaires. The results revealed from the structural equation modeling show that respondents’ overall image of Lukang mediates the relationship between product belief of local food and the willingness to revisit, and the overall image also affects willingness to revisit directly.
Based on the research results, it is suggested that in the future, the cultural and creative industries that have been developed in Lukang can be incorporated, and the historical background and existing historic resources can be better applied. That way, Lukang’s tangible and intangible assets, along with a wide range of cultural resources, can help to establish the unique culture of Lukang as an ancient city, allow tourists to experience Lukang’s nostalgic ambience from diverse perspectives, and promote Lukang’s tourism according to their imagery of it. This can have a further positive influence on their willingness to revisit Lukang, thereby increasing the profits of regional tourism. Meanwhile, it is hoped that this study can serve as a reference for other city/county governments in promoting local specialty products and tourism