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研究生:林宗賢
研究生(外文):Lin, Chung-Hsien
論文名稱:日月潭風景區旅遊意象及視覺景觀元素之研究
論文名稱(外文):A Study on Tourism Image and Visual Landscape Elements in Sun- Moon Lake Scenic Area
指導教授:侯錦雄侯錦雄引用關係
指導教授(外文):Jing-Shoung Hou
學位類別:碩士
校院名稱:東海大學
系所名稱:景觀學系
學門:建築及都市規劃學門
學類:景觀設計學類
論文種類:學術論文
論文出版年:1996
畢業學年度:84
語文別:中文
論文頁數:142
中文關鍵詞:旅遊意象遊客個人旅遊特質遊客個人旅遊經驗視覺景觀元素
外文關鍵詞:Tourism ImageTourist CharacteristicTourist ExperienceVisual Landscaspe Element
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 本研究主要是從「旅遊心理學」的觀點為出發,以”刺激-個體-反
應(S-O-R)”法則來探討遊客旅遊意象的心理反應模式,並藉由李
克特尺度來度量遊客對風景區屬性知覺強度,與記號語言分析來解釋遊客
從風景區中譯解所獲得的資訊,希望進一步找出影響旅遊意象的遊客個人
因素及旅遊意象所換喻的視覺景觀元素。  藉由日月潭風景區進行實證
研究的結果顯示:日月潭風景區的確有旅遊意象的存在,其概念架構依多
元尺度分析形成二向度模式-整體性與屬性、功能特徵與心理特徵,而藉
由因素分析則可分為「旅遊吸引力」、「旅遊活動」、「旅遊服務」、「
旅遊知名度」及「旅遊管理」等五個構面,以「旅遊知名度」印象最深刻
。另將風景區屬性變項經群落分析得知日月潭風景區的遊客可分為「旅遊
品質型」、「旅遊活動型」、「一般大眾型」及「慕名而來型」四類旅遊
意象遊客,以「一般大眾型」遊客為最多。  具「風景區導向」及「社
交、餐飲、住宿」等旅遊特質之遊客對「旅遊吸引力」及「旅遊知名度」
等旅遊意象較為重視,結果支持了遊客個人旅遊特質會影響旅遊意象構面
之假設。熟悉度與滿意度等過去旅遊經驗皆對「旅遊吸引力」、「旅遊活
動」及「旅遊知名度」等旅遊意象構面有影響;在本次旅遊經驗中,遊客
停留時間、同伴人數及未來日月潭風景區的建設管理等對五個旅遊意象構
面也分別有影響,而旅遊次數、交通工具、活動類型、旅遊期望則不是影
響旅遊意象構面的變數。  研究結果也指出日月潭風景區的旅遊意象可
由「光華島」、「水」及「建物」等視覺景觀元素來代表,其中「慕名而
來型」遊客、「活動參與型」遊客及「管理品質型」遊客對「光華島」之
認知與「一般大眾型」遊客有顯著不同;而「活動參與型」遊客對「水」
之認知與「一般大眾型」遊客有顯著不同,結果也證實了不同旅遊意象遊
客群對不同視覺景觀元素認知有差異。  本研究結果可提供作為日月潭
風景區在遊憩市場行銷、廣告策略之參考,也期望在旅遊環境心理學的研
究上有所助益。
In the field of leisure travel psychology, this article
examines the Stimulus-Organism-Respone principle and by which to
protray the process of tourist''s mental representation. By way
of (a)using the Likert-type scale to measure the strength and
weakness of image attributes, and (b)through the semiois
analysis of respendents'' answers to questions about travel
photography which explains reading of information from tourist
destination, we can further assess the impact of individual
tourist characteristics on tourism image and simplify the
metanymic imagery into visual landscape elements. The results
of this study in Sun-Moon Lake Scenic Area indicate some useful
insight of promotion. First, the data support the point of view
that Sun-Moon Lake Scenic Area do have tourism image. By using
the multidimensional scaling technique, the conceptual framework
for tourism image is displayed in two dimensions individually
interpreted holistic-attribute continuum and function-
psychological characteristics continuum. Through the factor
analysis of image attributes, attributes are captured by
individually five tourism image factors; thet are attraction,
activities, service, reputation and management. The dominant
factor is reputation. The third procedure of exploring tourism
image is to divide the tourist type which hold the tourism image
into four groups. They are a group who comes to enjoy
themselves, a group who comes to participate in some activity, a
group who comes to because of the popularity, and the least
group is common which is the biggest group to visit.
Secondly, the tourists with destination oriented and tourist
service characteristics are much more related to the factors of
attraction and reputation image. The results demonstrate one of
hypotheses of this study that the impact of individual tourist
characteristics on tourism image is significant. Also, two
variables that can make significantly different result for three
tourism image factorsof attraction, activity and reputation. The
present tourist''s experience such as trip times, vehicle,
participating activities and expectation are the variables that
cannont make significantly different results in five tourism
image factors. Thirdly, through the multipleregression
analysis, we can simplify the metanymic imagery into visual
landscape elements of island, water and building. By analysing
the variance of tourists'' cognition on visual landscape
elements, the island and water elements of the ANOVAs reveale
significantly difference between four subsamples of tourist type
which hold the tourism image. The research suggestions can
be provided for promotion and advertising strategies of Sun-Moon
Lake Scenic Area in an increasingly competing marketplace. It is
also useful for the study of leisure travel psychology.
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