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題名：絲路旅遊目的地意象之研究
書刊名：嶺東學報
作者：高中 引用關係／范振德 引用關係／王進欽
作者(外文)：Kao, Martin C.／Fann, Woody J. -D.／Wang, Chin-chin
出版日期：2012
卷期：31
頁次：頁131-155
主題關鍵詞：旅遊目的地意象；絲路；內容分析；Tourism destination image；The Silk Road；Content analysis
原始連結：連回原系統網址new window
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本研究目的為探討絲路旅遊目的地意象與討論旅遊目的地意象在衡量時所發生的問題。資料來源採用文獻回顧與開放性問卷搜集，共取得56份有效問卷；藉由內容分析法分析，結果得到12個重要意象元素與41個變項。本研究探尋研究參與者以絲路為旅遊目的地之整體主要意象，有自然風景、魅力景點、物品價值、古蹟、古蹟與遺址保護、觀光設施品質、旅遊環境、旅遊活動、食物、人民與氣候。受訪者大都認為旅遊中可從事的活動是騎駱駝、欣賞自然風景與沙漠、參觀古蹟、並且可以吃牛、羊肉與體驗少數民族的文化，該地氣候乾燥炎熱與旅遊的安全和衛生不佳是受測者普遍之認知意象。本研究亦發現旅遊目的地意象的變項可能因不同地點與遊客對該地的旅遊經驗而不同，建議每一個有關旅遊目的地意象的研究均應該先使用質性研究方法取得適宜的變項。
The aims of this study were to explore Taiwanese's tourism destination image about the Silk Road and to discuss the measurement issues of tourism destination image. This study used open-end questionnaire to collect data and 56 useful questionnaires were collected. Content analysis was conducted to analyze the data and the results show that 12 elements and 41 attributes were found. The main tourism destination images about the Silk Road are ”Natural scenery”, ”History and culture”, ”Historic monument”, and ”Multiple races”. During the trip in the Silk Road area, Taiwanese people would believe they would ride camels, enjoy the natural scenery and desert, visit the historic monuments, have the meals with beef or lamb, and experience the specific diversified cultures. However, Taiwanese image that the climate would be dry and hot and the destination's travel environment about safety and hygiene would be a problem. In addition, this study provides evidences that the tourism destination image attributes are various in regard to the differences of the destination and the tourist experience with the destination. It is suggested that every study about tourism destination image needs to use qualitative method to collect data in order to gain appropriate attributes.
期刊論文
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其他
1.中華民國觀光局(2012)。歷年中華民國國民出國人數〜按目的地分，http://recreation.tbroc.gov.tw/aspl/statistics/year/rNIT.ASP， 20120213。  延伸查詢new window
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3.中華人民共和國國家旅遊局(2009)。2008年1-12月地方接待情況，http:/www.cnta.gov.cn/html/2009-2/2009-2-13-l6-6-84560.html。  延伸查詢new window
4.廖肇羽(2009)。西域歷史延革，http://www.xywhyj.com/article/list.asp?unid=236， 20090510。  new window
 
 
 
 
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