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題名：遊客對文化襲產旅遊區的動機與知覺之研究--以臺南億載金城為例
書刊名：旅遊管理研究
作者：林宗賢 引用關係／王維靖
作者(外文)：Lin, Chung-hsie／Wang, We-ching
出版日期：2008
卷期：8:1
頁次：頁41-57
主題關鍵詞：文化襲產旅遊；市場區隔；動機；知覺；Cultural heritage tourism；Market segmentation；Motivation；Perception
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:48
過去國內有關襲產旅遊與遊客行為間關係的研究努力，較少著重在襲產遊客的動機與知覺型態，據此，本研究目的為探討不同動機遊客其對文化襲產旅遊區的知覺為何。本研究以臺南市一級古蹟億載金城為研究基地，經便利抽樣獲得有效樣本238份，探索性因素分析結果顯示，遊客參觀文化襲產旅遊區的動機包括「文化認同」、「薪火相傳」、「教育學習」與「放鬆遠離」四個構面；對文化襲產旅遊區的知覺則包括「文化意義」與「襲產旅遊區個性」。而以動機為市場區隔變數的襲產遊客可區分為「襲產專注型」、「襲產教育型」與「襲產欣賞型」三個類型，且不同動機類型的遊客其知覺顯著不同。上述研究成果顯示文化襲產旅遊的遊客市場存有異質性，且驗證遊客知覺某一旅遊區為自己襲產的一部份之觀點為文化襲產旅遊的核心。未來經營管理單位可針對不同動機的襲產遊客，設計不同知覺的教育、解說與促銷策略以吸引前往。
Few studies focusing on tourists' motivations and perceptions of visiting a cultural heritage site are contributed to understand tourist's behavior. The purpose of this study is to explore whether or not tourists with different motivation have different types of perception of that site. In this study on-site questionnaire survey is administered to collect 238 samples regarding their visitations to Eternal Golden Castle cultural heritage site. The results indicate that tourists' motivations consist of four distinct dimensions labeled with cultural identity, heritage per se, learning, and relax, and tourists' perceptions comprise two distinct dimensions named culture meanings and heritage destination personality. In addition, three types (i.e., to cultural-focused tourists, cultural-educational tourists, and cultural-appreciative tourists) of motivation tourist are identified. Further, the results show that tourist's perception varies across the types of motivation tourists. The findings suggest that heterogeneity of tourists exists in cultural heritage markets, and confirm that tourist's perceptions of a site as one of their own heritages is the center of heritage tourism. Practically, different educational, interpretative, and promotional strategies directing to various motivation tourists with their perceptions are needed.
期刊論文
1.Nyaupane, G. P.、White, D.、Budruk, M.(2006)。Motive-based tourist market segmentation: An application to Native American cultural heritage sites in Arizona, USA。Journal of Heritage Tourism，1(2)，81-99。  new window
2.McIntosh, Alison J.、Prentice, Richard C.(1999)。Affirming authenticity: Consuming cultural heritage。Annals of Tourism Research，26(3)，589-612。  new window
3.Zube, E.(1987)。Perceived land use patterns and landscape values。Landscape Ecology，1(1)，37-45。  new window
4.Balcar, M. J. O.、Pearce, D. G.(1996)。Heritage tourism on the West Coast of New Zealand。Tourism Management，17(3)，203-212。  new window
5.Catherine, P.(1999)。Tourism and the symbols of identity。Tourism Management，20(3)，313-321。  new window
6.Dann, G. M. S.(1996)。Tourists’ images of a destination: An alternative analysis。Tourism Marketing Research，5(1)，41-55。  new window
7.Hosany, S.、Ekinci, Y.、Uysal, M.(2006)。Destination image and destination personality: An application of branding theories to tourism place。Journal of Business Research，59，638-642。  new window
8.Hughes, H. L.、Allen, D.(2005)。Cultural tourism in central and eastern Europe: The views of 'induced image formation agents'。Tourism Management，26，175-183。  new window
9.McDonald, M.(2000)。Tourism, heritage buildings, and tax relief。Journal of Travel Research，38(3)，282-291。  new window
10.McKercher, B.(2002)。Towards a classification of cultural tourists。International Journal of Tourism Research，4(1)，29-39。  new window
11.Poria, Y.、Butler, R.、Airey, D.(2004)。Links between tourists, heritage, and reasons for visiting heritage sites。Journal of Travel Research，43(1)，19-28。  new window
12.Prentice, R.(1993)。Motivations of the heritage consumer in the leisure market: An application of the Manning-Haas demand hierarchy。Leisure Sciences，15(4)，273-290。  new window
13.Kerstetter, D. L.、Confer, J. J.、Graefe, A. R.(2001)。An exploration of the specialization concept within the context of heritage tourism。Journal of Travel Research，39(3)，267-274。  new window
14.McIntosh, A. J.(1999)。Into the Tourist's Mind: Understanding the Value of the Heritage Experience。Journal of Travel and Tourism Marketing，8(1)，41-64。  new window
15.Poria, Y.、Butler, R.、Airey, D.(2001)。Clarifying Heritage Tourism。Annals of Tourism Research，28(4)，1047-1049。  new window
16.McCain, Gary、Ray, Nina M.(2003)。Legacy Tourism: The Search for Personal Meaning in Heritage Travel。Tourism Management，24(6)，713-717。  new window
17.Prentice, R. C.、Guerin, S.、McGugan, S.(1998)。Visitor learning at a heritage attraction: A case study of discovery as a media product。Tourism Management，19(1)，5-23。  new window
18.Russo, A. P.、Borg, J.(2002)。Planning considerations for cultural tourism: A case Study of four European cities。Tourism Management，23(6)，631-637。  new window
19.Ekinic, Y.(2003)。From destination image to destination branding: an emerging area of research。E-Review of Tourism Research，1(2)，1-4。  new window
20.Alzua, A.、O'Leary, J. T.、Morrison, A. M.(1998)。Cultural and heritage tourism: Identifying niches for international travelers。The Journal of Travel and Tourism Studies，9(2)，2-13。  new window
21.Iso-Ahola, S. E.(1982)。Towards a social psychology of theory of tourism motivation: A rejoinder。Annals of Tourism Research，9(2)，256-262。  new window
22.石守謙(19931200)。古蹟‧史料‧記憶‧危機。當代，92，10-19。  延伸查詢new window
23.Gartner, William C.(1994)。Image Formation Process。Journal of Travel & Tourism Marketing，2(2/3)，191-216。  new window
24.Garrod, Brian、Fyall, Alan(2000)。Managing Heritage Tourism。Annals of Tourism Research，27(3)，682-708。  new window
25.Moscardo, G.(1996)。Mindful visitors: Heritage and tourism。Annals of Tourism Research，23(2)，376-397。  new window
26.Um, Seoho、Crompton, John L.(1990)。Attitude Determinants in Tourism Destination Choice。Annals of Tourism Research，17(3)，432-448。  new window
27.Cohen, Erik(1988)。Authenticity and Commoditization in Tourism。Annals of Tourism Research，15(3)，371-386。  new window
28.Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。  new window
29.Baloglu, Seyhmus、McCleary, Ken W.(1999)。A model of destination image formation。Annals of Tourism Research，26(4)，868-897。  new window
30.Hunt, John D.(1975)。Image as a factor in tourism development。Journal of Travel Research，13(3)，1-7。  new window
31.Fakeye, Paul C.、Crompton, John L.(1991)。Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley。Journal of Travel Research，30(2)，10-16。  new window
32.Cortina, Jose M.(1993)。What Is Coefficient Alpha? An Examination of Theory and Applications。Journal of Applied Psychology，78(1)，98-104。  new window
33.Jansen-Verbeke, M.、Van Rekom, J.(1996)。Scanning Museum Visitors: Urban Tourism Marketing。Annals of Tourism Research，23(2)，364-375。  new window
34.Medina, L. K.(2003)。Commoditizing Culture: Tourism and Maya Identity。Annals of Tourism Research，30(2)，353-368。  new window
35.Ramshaw, G.、Gammon, S.(2005)。More than just nostalgia? Exploring the heritage/sport tourism nexus。Journal of Sport & Tourism，10(4)，229-241。  new window
學位論文
1.陳秀萍(2001)。觀光空間的商品化--以日月潭地區為例(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Timothy, D. J.、Boyd, S. W.(2003)。Heritage Tourism。Harlow, UK：Prentice-Hall。  new window
2.Child, Dennis(1970)。The Essentials of Factor Analysis。New York：Holt, Rinehart & Winston。  new window
3.Urry, John(2001)。The Tourist Gaze: Leisure and Travel in Contemporary Societies。London, UK：Sage Press。  new window
4.MacCannell, Dean(1976)。The Tourist: A New Theory of the Leisure Class。Schocken Books。  new window
5.Nie, N. H.、Hull, C. H.、Jenkins, J. G.、Steinbrenner, K.、Bent, D. H.(1975)。SPSS statistical package for the social sciences。New York：McGraw-Hill。  new window
6.Neulinger, J.(1981)。The psychology of leisure。Charles C. Thomas。  new window
7.Tabachnick, B. G.、Fidell, L. S.(1989)。Using multivariate statistics。New York：Harper & Row。  new window
8.Lowenthal, David(1985)。The Past is a Foreign Country。Cambridge University Press。  new window
9.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
其他
1.內政部民政司(2005)。古蹟數量統計表，http://www.moi.gov.tw/dca/renovation02.asp， 2007/07/12。  延伸查詢new window
2.交通部觀光局(2006)。中華民國九十五年國人旅遊狀況調查，http://admin.taiwan.net.tw/statistics/File/200612/95國人中摘.htm， 2007/08/18。  延伸查詢new window
圖書論文
1.Shackley, M.(1999)。Visitor management。Heritage visitor attractions: An operation management perspective。London：Cassell。  new window
2.Stabler, Michael J.(1995)。The Image of Destination Regions: Theoretical and Empirical Aspects。Marketing in Tourism Industry: The Promotion of Destination Regions。London：Croom Helm。  new window
3.Ashworth, G.(1998)。Heritage, identity and interpreting a European sense of place。Contemporary issues in heritage and environmental interpretation。London：The Stationary Office。  new window
4.Ashworth, G. J.(2001)。Heritage, tourism and cities: A review of where we are。Contemporary perspectives on tourism。Waterloo, ON：Department of Geography, University of Waterloo。  new window
5.Ballantyne, R.(1998)。Interpreting visions: Addressing environmental education goals through interpretation。Contemporary issues in heritage and environmental interpretation: Problems and prospects。London：HMSO。  new window
6.Dierking, L. D.(1998)。Interpretation as a social experience。Contemporary issues in heritage and environmental interpretation: Problems and prospects。London：HMSO。  new window
7.Goulding, C.(1999)。Interpretation and presentation。Heritage visitor attractions: An operation management perspective。London：Cassell。  new window
8.Herbert, D. T.(1995)。Heritage place, leisure and tourism。Heritage, tourism and society。New York：Mansell。  new window
9.Laws, E.(1999)。Visitor satisfaction management at Leeds Catle, Kent。Heritage visitor attractions: An operation management perspective。London：Cassell。  new window
10.Hewison, R.(1989)。Heritage: An Interpretation。Heritage interpretation: The natural and built environment。London：Belhaven。  new window
 
 
 
 
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