臺灣博碩士論文加值系統

　　觀光旅遊活動漸為當代社會重視，發展觀光活動時除了硬體設備增強，各式傳媒中的形象塑造也漸成要點；從對觀光旅遊活動的需求、到對特定觀光地區的想像。本研究針對三份公部門推廣品「花蓮觀光導覽手冊」、「繽紛花蓮」摺頁、「七星潭風景區」摺頁，分析其中呈現之花蓮觀光形象。分析方法延用前人分析觀光文本形象呈現時經常使用的符號分析法，並以觀光理論為基礎，分析此三份觀光文本之觀光形象呈現。分析面向有文本形式（摺頁與手冊）、文字描述特性與影像中觀光符號/形象的呈現，以Urry（2000）、MacCannell（1999）觀光凝視與吸引力等理論，漸次由景點形塑、影像中人物的呈現至情境氣氛分析三份研究文本使用之影像。本研究指出此三份文本中，花蓮形象呈現：異地、異人、異文化，與陽光、熱情、歡樂，及具有豐富多樣的旅遊型態。

Tourist activities are gradually taken seriously by the contemporary society. Developing tourist activities needs not only to strengthen hardware equipments, but also to mold images in various types of media, for example, from the demands for tourist activities, to the imagination of specific tourist regions. In this research, the author focused on three promotions published by the authorities, "Hualian Tourist Guide," the "The Brilliant Paradise of East Taiwan" folded brochure, and the "Cisingtan Coast Scenic Spot" folded brochure, and analyzed the tourist images of Hualian represented in those texts. The methodology extended the semiotics analysis which the predecessors frequently used, and took the tourist theory as a foundation to analyze the image representation in these three tourist texts. The analysis aspects are text forms (the folded brochures and the handbooks), the characteristic in the writing descriptions, and the symbols/figures presented in the tourist images. By using the tourist gaze and attraction theory proposed by Urry (2000) and MacCannell (1999) and so on, the author gradually analyzed the images used in those three tourist texts, from the image modeling of the scenic spots, characters presented in the images, and the situational atmosphere. This research shows that in these three texts, the image of Hualian represents foreign places, foreigners, foreign cultures, the sunlight, enthusiasm, happiness, and the fertile tourist types.

目錄
章節目錄
第一章 緒論 01
第一節 研究動機與提問 01
第二節 研究目的與初步流程 03
第二章 文獻回顧 07
第一節 觀光旅遊的發展與當代概念 07
第二節 觀光凝視與觀光吸引力 16
第三節 觀光文本研究回顧 20
第四節 本章小結 33
第三章 研究方法和架構 35
第一節 研究方法 35
第二節 範圍與架構 39
第四章 形式與形象呈現 41
第一節 研究文本介紹 41
第二節 手冊與折頁形式 45
第三節 文字描述特性 51
第四節 影像運用初探 56
第五節 本章小結 58
第五章 觀光形象分析 59
第一節 景點形塑—觀光吸引力與觀光凝視 61
第二節 觀光客與當地人 67
第三節 「浪漫凝視」與「集體凝視」 79
第四節 本章小結 87
第六章 結論 89
第一節 花蓮觀光形象 91
第二節 研究限制與未來展望 97
參考資料 99
附錄：影像使用統計列表 101

參考資料
英文
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中文
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陳小芃，《從消費文化觀點看廣告中藝術影像之呈現：以荷蘭銀行梵谷精神篇為例》，（台北：臺北市立教育大學視覺藝術研究所論文，2005）
黃翰荻（譯），《論攝影》，（台北：唐山，1997）。Sontag, S. (1977) On photography. London: Allen Lane
鄭宇君（譯），《假期：愉悅的歷史》（台北：韋伯文化出版，2003）。Inglis,F. (2000) The Delicious History of the Holiday, London: Routledge
沈佩儀，《當代觀光凝視的建構─以鹿港古蹟旅遊為例》，（台中：東海大學社會學系碩士論文，2001）
花蓮縣觀光資訊網（2006）http://tour-hualien.hl.gov.tw/