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題名:以隱喻抽取技術探索家庭式露營者體驗內涵與價值之共識
作者:張璟玟 引用關係
作者(外文):CHANG, CHING-WEN
校院名稱:長榮大學
系所名稱:經營管理研究所
指導教授:王正華
陳寬裕
學位類別:博士
出版日期:2019
主題關鍵詞:家庭式露營旅遊體驗價值隱喻抽取概念技術方法目的鏈Family Camping TravelValues of ExperienceZaltman Metaphor Elicitation TechniqueMeads-End Chain Technique Performance
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家庭式露營旅遊(Family Camping Travel)是個重要的社交活動,且是個能提供個體、家人與大自然重新連結的方法。藉由家庭式露營旅遊活動可實現個人、家庭、社會和健康等多面向的利益。過往學術流中,不少學者認為體驗(Experience)是個非常難以定義、複雜且具有多維的概念。在露營旅遊中,有關於體驗的內涵與價值之相關研究,更是付之闕如。
本研究目的以質化研究方法探索家庭式露營旅遊體驗的內涵與價值。研究設計有別與於傳統以語言為主的深度訪談,而是使用著重消費者聆聽想法的隱喻抽取概念技術(Zaltman Metaphor Elicitation Technique, ZMET),來誘導家庭式露營旅遊體驗者內心深層的感受與經驗價值的關鍵構念(key constructs),即代表家庭式露營旅遊體驗者之想法的核心。並且運用方法目的鏈(Meads-End Chain, MEC)將關鍵構念分解為起始構念(屬性)、連結構念(結果)與終結構念(內涵與價值)之鏈結,完成家庭式露營旅遊體驗之內涵與價值的共識地圖建構代表著家庭式露營旅遊者對於其體驗之內涵與價值的深層思維。
本研究結果分析發展出家庭式露營旅遊體驗的最終價值「生態保育」、「正向能量」、「人際社交」、「學習成長」、「放鬆」、「親子關係」、「凝聚」、「逃逸」八大構面,這八大構面代表家庭式露營旅遊者之共識地圖。在學術意涵中,家庭式露營旅遊者的起始動機、想法結構及最終期望所可能涵蓋的構念,未來可發展量表來做為預設理論或概念架構的基礎。實務建議上,構念代表家庭式露營旅遊消費群之深層思維,也是此目標市場消費者的共識。
關鍵詞:家庭式露營旅遊、體驗價值、隱喻抽取概念技術、方法目的鏈
Family camping travel is an important social activity and provides a way of reconnecting with nature to achieve personal, social, and health benefits. Experience is a fundamental component of tourism and outdoor recreation while still being a difficult-to-define, complex, and multidimensional concept. Experience is not well understood regarding family camping travel, and recent research is limited. The aim of this qualitative study was to explore family camping tourist's perceived meanings and values of experiences.
In order to achieve a deeper understanding of the values of family campers’ experience, this research used the Zaltman Metaphor Elicitation Technique (ZMET) instead of traditional linguistically-based in-depth interviews. According to this method, the participants were inquired and asked to link those pictures which they provided. The participants also had to explain the connection among pictures. The researcher would like to clearly understand the participant’s mind by nonverbal images. The real thoughts, feelings and behaviors about family camping tourist's values of experiences could be collected under the method. The collected thoughts, feelings and behaviors were transformed to writing to find out the key constructs in family campers’ minds. Then each family camper’s mental model about the values of camping experience could be obtained by Meads-End Chain Technique (MEC). The different family campers’ mental models were utilized to assemble a consensus map by dominant constructs. The consensus map represents family campers’ deep thoughts and shows the family camping tourist's perceived meanings and values of experiences as well. Finally, through induction, the consensus map indicates the values of family campers’ experience that could be used as the basis of assumption theory or concept structure.
This study identified the eight construct development of family camping tourists’ experience of "ecological conservation", "positive energy", "interpersonal social", "learning and growing", "relaxation", "parent-child relationship", "cohesion" and "escape" that delivery of the family camping tourists’ experience of family camping travel analyzing of family camping tourists’ experience consensus maps. In academic implications, this study indicates the family camping tourists’ initial motivations, thinking frame and final expectations that could be developed scale to use as the basis of assumption theory or concept structure in the future. In practical suggestions, empirical results represents family camping tourists’ deep thoughts and shows the consumers’ consensus of the target market as well.
Keyword: Family Camping Travel, Values of Experience, Zaltman Metaphor Elicitation Technique, Meads-End Chain Technique Performance
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