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題名:國際觀光客觀光意象之演變:台灣的案例分析
作者:陳美祥
作者(外文):CHEN, MEI-HSIANG
校院名稱:國立雲林科技大學
系所名稱:會計系
指導教授:李宗鴻
傅鍾仁
學位類別:博士
出版日期:2023
主題關鍵詞:國際觀光客質性研究觀光意象深度訪談台灣international touristsqualitative approachtourism imagein-depth interviewsTaiwan
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觀光發展的興衰是國家經濟發展上的一個重要指標,不僅能夠增加國家的收入及國民所得,也能增加比較多樣化的勞工就業機會;因此,從世界各地而來的國際觀光客成為各國政府及觀光相關單位青睞的對象。為能夠得國際觀光客的青睞,各國政府及觀光相關單位費心經營國家的觀光意象;觀光意象是觀光目的地決定的重要影響原因之一,從觀光客所留下之獨特的印象及觀點。但很少研究針對國際觀光客來評估他們的見解及觀點,及觀光意象的變化。為填補此研究上的缺口,了解台灣的國際觀光客如何看待其觀光目的地的當前和潛在的吸引力,本研究於2017年11月至2018年8月針對24名國際觀光客深入訪談收集詳細的質性數據,闡明國際遊客如何將台灣視為觀光目的地及來台前後之意象的變化,以及如何從他們的文化及見解中,以創新的方法吸引更多從未來台觀光的潛在的國際觀光客。結果顯示國際觀光客在觀光前後意象的差異及變化產生其共識地圖,國際觀光客對台灣的自然意象、社會意象、文化意象、美食和原住民意象感知的變化。同時從受訪者的角度及觀點,整理出促進台灣國際觀光和觀光永續性的創新的方法及策略。本研究的結論是應用文化推廣策略、國際觀光產業的套裝行程的規劃,以及改善台灣的社會、自然、文化、原住民和美食意象,台灣將因此提高對國際性的網絡意象整體滿意度,形成E化電子口碑。
The prosperity and decline of tourism development has become a major signal of a country’s economic development. It not only drives the country’s economic development, but also increases the diversity of job opportunities and creates employment opportunities for laborers. Thus, international tourists around the world have become favored by countries and tourism-related units, in order to attract international tourists, the government and tourism-related organizations of countries have taken great pains to manage or build the country’s own tourism image. Because of tourism image is a pretty important factor influencing the decision-making of tourism destinations. Through the tourists’ unique impressions and opinions to understand the changes in tourism image, but few studies have assessed their insights and perspectives to explore the difference in tourism image, revealing a major research gap. In order to fill the research gap, and understand how Taiwan’s international tourists perceive the current and potential attractiveness of their tourism destinations, this study conducted semi-structured in-depth interviews with 24 international tourists from November 2017 to August 2018 by collecting detailed qualitative data, to clarify how international tourists regard Taiwan as a tourist spot and the changes in their tourism images before and after coming to Taiwan. The result showed that the changes and differences of tourism image of international visitors’ pre-visit and post-trip on the consensus map, and the variations in the international tourists’ perception of Taiwan’s social, natural, cultural, aboriginal and delicacies images. In the meantime, understanding the changing image of international visitors in Taiwan perceive the potential and current occur of their travel destinations, and ways to attract new international tourists from their culture. To sort out innovative methods and strategies to promote Taiwan’s international tourism and tourism sustainability from the interviewee’s point of view. The conclusion of this study is that by applying cultural promotion strategies, planned tourism package itineraries, and improving Taiwan’s natural, cultural, social, delicacies, and aboriginal images, as a result, Taiwan is going to improve its overall satisfaction with its international network images, forming an Electronic word-of-mouth.
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