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題名:建構旅遊會話資本-以挺好Talk為例
作者:張幼霖
作者(外文):CHANG, YU-LIN
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所
指導教授:張德儀
曾裕琇
學位類別:博士
出版日期:2022
主題關鍵詞:目的地意象地方依附旅遊會話資本挺好Talk城市行銷Destination imagePlace attachmentTourism conversation capitalGood talkCity marketing
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城市要如何吸引旅人?是城市行銷的重要課題,而旅人是如何選擇旅遊目的地?則 是問題的答案。近年來,越來越多以城市為主的行銷活動,無論是城博會、文博會、設 計展、燈會...等,短短十來天的時間裡,確實吸引許多人潮參與,活動堪稱熱鬧非凡, 當活動結束後,為旅人帶了什麼樣的記憶?活動式的城市行銷,確實讓許多人看見了這 座城市,卻也無法讓人們對這座城市產生記憶點,更遑論帶著對城市滿滿期待的到訪。 相關學者的研究,一語道破了旅人選擇目的地的理由,人們前往城市不是為了花錢或為 當地人創造就業機會,而是為了親身體驗城市的文化,並在短時間內成為城市文化生活 的一部分(Russo & Richards, 2016)。
本研究以旅遊目的地意象、地方依附、會話資本等理論基礎,以個案研究法進行旅 遊會話資建構之本先期研究。本研究以參與式觀察與深入訪談,針對「挺好 Talk」2020 年屏東、2021 年基隆,城市行銷專案的發展過程進行個案研究。並透過修正式德爾菲法, 找出建構旅遊會話資本時,所需要的關鍵構面與指標,如何藉由地方獨特吸引力與在地 情感,進而形塑獨特的旅遊魅力,成為打動人心且具有價值的虛擬資產。並透過發展旅 遊會話資本的歷程,同時創造了城市的旅遊魅力,也帶來住民對城市的光榮感。
研究結果發現建構旅遊會話資本的過程,以「旅遊目的地意象」、「地方依附」、「會 話資本」等理論作為基礎,透過設計思考中的雙鑽石理論,發展出「探索」、「定義」、「發 展」、「擴散」等四個階段,並歸納出 24 個旅遊會話資本相關指標。本研究建議,在後 疫情時代的城市行銷,更應該深度挖掘以人為主的特色與潛力,輔以政策行動、策展規 劃、商業運作的支持,打造屬於城市的旅遊會話資本,創造旅人對城市的依戀,將會是 推動城市行銷的新契機。
How does a city attract travelers? It is an important topic of urban marketing, and how do travelers choose their travel destinations? is the answer to the question. In recent years, more and more city-based marketing activities, whether it is city fairs, cultural fairs, design exhibitions, lantern fairs, etc., have indeed attracted many people to participate in just ten days, and the activities can be called lively Extraordinary, when the event ended, what kind of memory did it bring to the travelers? Active city marketing has indeed allowed many people to see the city, but it has not been able to make people remember the city, let alone a visit with full anticipation of the city. The research of related scholars reveals the reasons why travelers choose their destination in one sentence. People go to the city not to spend money or to create employment opportunities for locals, but to experience the city’s culture and become a part of the city’s cultural life in a short period of time. part (Russo & Richards, 2016).
Based on the theoretical basis of tourism destination image, place attachment, and conversational capital, this research uses the case study method to conduct this preliminary research on the construction of tourism conversational capital. This research uses participatory observation and in-depth interviews to conduct a case study on the development process of the urban marketing project of “Good Talk” in Pingtung in 2020 and Keelung in 2021. And through the modified Delphi method, we find out the key aspects and indicators needed when constructing tourism conversation capital, and how to use the unique attraction and local emotion of the place to shape the unique tourism charm and become a touching and attractive tourist attraction. valuable virtual assets. And through the process of developing tourism conversation capital, at the same time creating the tourism charm of the city, it also brings the residents a sense of glory to the city.
The research results found that the process of constructing tourism conversation capital was based on the theories of "tourism destination image", "place attachment", "conversation capital", and developed "exploration" and "definition" through the double diamond theory in design thinking. , "development", "diffusion" and other four stages, and summed up 24 tourism conversation capital related indicators. This study suggests that urban marketing in the post-epidemic era should further explore the characteristics and potential of people- oriented, supplemented by policy actions, curatorial planning, and business operations support, to create tourism conversation capital belonging to the city, and create traveler’s interest in tourism. The attachment of the city will be a new opportunity to promote the city's marketing.
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