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題 名 | 鄉村旅遊地吸引力與意象=Attraction and Images of Rural Tourism Destinations |
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作 者 | 湯幸芬; | 書刊名 | 造園景觀學報 |
卷 期 | 14:3 2008.10[民97.10] |
頁 次 | 頁67-88 |
分類號 | 992.014 |
關鍵詞 | 鄉村性; 休閒健康; 鄉村景觀; 特產飲食體驗; 獨特意象; Rurality; Leisure/ health; Rural landscape; Local food tasting experiences; Unique image; |
語 文 | 中文(Chinese) |
中文摘要 | 過去意象的相關研究甚少專注於鄉村旅遊地,而隨著鄉村旅遊的多元多樣發展,了解吸引力與意象益形重要,本研究目的即在探討鄉村旅遊地對遊客的吸引力與意象,研究首先藉由文獻建立意象架構,再合併開放式與封閉式問項收集資料,研究結果發現受訪者多認同新鮮空氣、自由/休閒、鄉村風景/景觀、放鬆/沒壓力等意象,顯示台灣鄉村旅遊地仍保有鄉村性內涵,而鄉村風景/景觀優美是鄉村旅遊對遊客最大的吸引力也是最認同的意象;探索性因素分析結果顯示鄉村旅遊地意象包括「休閒健康」、「鄉村景觀」、「設施環境體驗」、「特產飲食體驗」、「經營環境體驗」、「生活文化」與「學習冒險」等構面,其中「休閒健康」與「鄉村景觀」是最強烈的意象構面。研究進一步發現,台灣鄉村旅遊地普遍缺乏Echtner與Ritchie(1991)意象分類概念中的獨特性意象,此外,值得注意的是特產小吃、農業及相關產品意象,以及認同程度並不高的「生活文化」意象構面,對於共享吸引力核心(鄉村性)的鄉村旅遊地而言,這些與地方性習習相關的自然、產業和文化元素正是塑造獨特意象的重要來源。 |
英文摘要 | Few studies have discussed the attraction and image of rural tourism destinations despite the increasing importance of such destinations due to the development of rural tourism. Thus, this study attempted to depict these destinations' attraction and image through qualitative and quantitative methods. The results indicated that visitors recognize the images of fresh air, free/leisure time, rural scenery/landscape, and relaxing/stress-free environments-images that comprise the primary attractions of rural tourism destinations. An exploratory factor analysis found that rural images include the dimensions of leisure/health, rural landscape, facility/environmental experiences, featured food experiences, managerial environmental experiences, living culture, and learning adventures, with leisure/health and rural landscape being the primary dimensions. Meanwhile, the local food image, agriculture and related production image, and living culture image are all important unique image sources in regards to nature, product, and cultural factors. Based on the findings, Taiwan's rural image has maintained its rurality. However, Taiwan's rural tourism images do not carry the unique images defined by Echtner and Ritchie (1991). |
本系統中英文摘要資訊取自各篇刊載內容。