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題名 | 紐奧良旅遊目的地之意象分析=Analyses on Destination Image of New Orleans |
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作者 | 黃玉琴; 曾永平; 楊明青; 余岱珈; | 書刊名 | 戶外遊憩研究 |
卷期 | 25:3 2012.09[民101.09] |
頁次 | 頁31-58 |
分類號 | 992.014 |
關鍵詞 | 認知意象; 情感意象; 整體意象; 卡翠那風災; 天然災害; Cognitive image; Affective image; Holistic image; Hurricane Katrina; Natural disaster; |
語文 | 中文(Chinese) |
中文摘要 | 目的地意象之建構對於遊客選擇旅遊目的地具有重要意義。而位於美國路易斯安那州的紐奧良在2005年歷經卡翠那風災後,政府便積極地重建遭受風災摧毀的負面形象。本研究除了探討遊客對紐奧良災後的意象組成外,亦依照有無實際到訪紐奧良的旅遊經驗與風災前後的旅遊經驗進行分析,藉此比較各組間不同的差異。本研究問卷回收有效問卷共239份。研究結果發現,情感意象比認知意象佔整體意象較大的比重。其認知意象中最為重要的是「觀光休閒活動」的意象構面,情感意象中最重要的是「愉快/不愉快」因素;另外,「有實際造訪過紐奧良」遊客的認知、情感與整體意象之評估評價皆高於「沒有造訪過紐奧良」者,顯示實際旅遊經驗在遊客形塑目的地意象時能夠提供較正面且具體的覺知評估。最後,風災後到訪遊客整體給予紐奧良在多元住宿選擇、購物環境、夜生活、文化吸引力、及吸引人的南方美食的認知意象具較高之評價;但對於海灘復原的程度、安全的顧慮、及城市街景的清潔問題,認為有改進的空間。 |
英文摘要 | Destination image plays a crucial role in the tourists' destination selection process. For New Orleans, after being devastated by the Hurricane Katrina in 2005, its local government had worked hard to rebuild its' destination image. Besides measuring the touristic image of New Orleans, this study had also sought to differentiate the perceived image between visitors and non-visitors, and also between those who came before the disaster and those who came after the disaster. The findings revealed that the influence of the affective component on the overall image was more significant than the cognitive component; the most influential factor on cognitive image was "various leisure activities", as the "pleasant/unpleasant" factor had on the affective image; and the tourists who actually visited New Orleans rated the "cognitive", "affective" and "overall" images higher than the non-visitors. Study results showed the actual travel experience in New Orleans had enhanced its' image by providing positive evaluations during the image formation. Lastly, visitors reported higher scores on multiple choices of hotels, shopping environment, exciting nightlife and entertainment, cultural attractions, and appealing New Orleans' cuisine than their non-visitor counterparts. However, repeat visitors still concerned about coastal line recovery, crime issues, and standard hygiene and cleanliness of the city. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。