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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=Tourists' Motivations and Perceptions of Visiting a Cultural Heritage Site: The Case of Eternal Golden Castle, Tainan |
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作 者 | 林宗賢; 王維靖; | 書刊名 | 旅遊管理研究 |
卷 期 | 8:1 2008.06[民97.06] |
頁 次 | 頁41-57 |
分類號 | 992.014 |
關鍵詞 | 文化襲產旅遊; 市場區隔; 動機; 知覺; Cultural heritage tourism; Market segmentation; Motivation; Perception; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。