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研究生:洪貝旬
研究生(外文):Hung, Peihsun
論文名稱:媒體觀光客心理圖像、真實性與目的地選擇行為
論文名稱(外文):The Relationship Between Psychographics And Authenticity In Destination Choice Of Media Tourists
指導教授:趙芝良趙芝良引用關係
指導教授(外文):Chao, Chihliang
口試委員:黃章展顏宏旭岑淑筱葉美智
口試委員(外文):Huang, ChangchanYen, HunghsuTsen, ShuhsiaoYeh, Meichih
口試日期:2012-07-16
學位類別:碩士
校院名稱:靜宜大學
系所名稱:觀光事業學系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:112
中文關鍵詞:影視觀光媒介化凝視朝聖《賽德克.巴萊》
外文關鍵詞:Film TourismMediatized GazePilgrimageSeediq Bale
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影視觀光在全球崛起,並創造經濟的成長現象,已是在東西方有目共睹的事實,其中最受矚目的經濟刺激,包含了娛樂事業的成長與全球國際旅遊的增加(Hudson & Ritchie, 2006)。Busby & Klug(2001)研究指出,透過媒體誘導的特殊興趣觀光客,多以特殊文化和朝聖的經驗來此觀光,透過造訪這些電影(電視)相關景點,藉此逃避普通的生活;然而不同的旅遊目的地吸引不同人格特性的遊客,Plog(1974)稱之為心理圖像。Plog利用說明透過不同的人格特性正表徵著心理圖像將可用來預測遊客選擇目的地關係。MacCannell(1976)認為,遊客遠離生活的家鄉尋求更真實,比喻他們的行為如朝聖者並且相信遙遠地方的價值(Turner, & Turner, 1978)。研究結果顯示,大多數的影視觀光遊客如朝聖者般“追隨”真實性,並從中異地中尋找真實性的價值(Buchmann, Moore, & Fidher, 2009)。
歸納上述理論,本研究目的為探討心理圖像、真實性追求與目的地選擇之間的關聯性;以電影《賽德克˙巴萊》引發媒體觀光之景點:新北市林口霧社街及南投縣仁愛鄉清流部落為實證研究地點。調查期間自101年2月1日起至5月13日止,分別於兩地各實得有效問卷為390份及215份。
研究結果顯示心理圖像探索性因素分析構面包含:「主動嘗鮮的人格特質」、「融入當地旅遊興趣」、「新奇探索的旅遊活動」與「普世金錢觀」等四項特質,以因素分析結果進行群集分析結果顯示四個心理圖像群集,「計畫性格」、「衝動性格」、「冒險自信性格」及「動向性格」;真實性追求探索性因素分析分為「歷史真實性追求」、「場景意義空間追求」及「明星崇拜」等三種特質,因素分析結果進行集群分析結果顯示五種真實性追求群集,包括:「歷史場景空間求真者」、「歷史真實性追求者」、「場景意義追求者」、「追星族」及「慕名而來」。透過心理圖像與目的地選擇的探討得知,心理圖像與目的地選擇有顯著關係,但無法顯著預測目的地選擇;而真實性追求與目的地選擇同時具有顯著相關與預測目的地選擇。而心理圖像與真實性追求之間的對應分析知覺圖顯示林口霧社街與清流部落具有相同特性的僅有追星族皆具動向性格。
最後,本研究可提供後續研究者在心理圖像及真實性追求量表建構與分析建議。在實務建議上,未來影視觀光發展以「點」拓展至「面」的效益,增加影視觀光的廣度與深度,帶動更大的效益,及永續經營的層面。
Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel (Hudson & Ritchie, 2006). Busby & Klug (2001) had purpose the cultural tourism is one of the fastest-growing areas of tourism, representing an area of significant economic benefit. It includes tourism related to the artistic and intellectual heritage of an area, special cultural and pilgrimage experiences are sources of arousal to compensate for the deficiencies of ordinary life. However, different destination attracted different personality characteristics, Plog (1974) called that psychographics. Plog believed psychographics can prediction destination choice.MacCannell (1976) argues that tourists seek more authentic ways of life in places away from home; a behavior that would liken them to pilgrims who are on value-affirming journeys to distant places (Turner & Turner, 1978). Overall, most of our film tourists were ‘followers’ very much like pilgrims: people were willing to ‘follow in the footsteps’ to visit places that had attained an aura in their own eyes, authenticated by cast and crew comments (Buchmann, Moore, & Fidher, 2009).
The purpose of this study was to investigate the relationships among psychographic, seeking authenticity and destination choice. Taking the " Seediq Bale " as an example, Wushe Street in LinKou and Alang Gluban in Nantou County were selected as study areas. During February 1 to May 13 in 2012, total 605 valid questionnaires are collected from on site survey.
The results from exploratory factor analysis show that four psychographic characteristic: take the initiative to try new things, integration into the local life, inquisitive and explore the tourism activities and universal opinion of money value; the cluster analysis of psychographic show that four groups, include: planfulness, impulsivity, adventureness and self-confidence and people orientation. Seeking authenticity also to do exploratory factor analysus, the three factor dimensions named: seeking authenticity of history, seeking authenticity of seen space significance and star worship; than cluster analysis show that five groups, authenticity of history space seekers, authenticity of history seekers, space significance seekers, star worshippers and drawn to here because of its attracted. The results found the constructs from psychographic and destination choice has significant difference, but psychographic can not predict destination choice; but the constructs from seeking authenticity and destination choice not only has significant difference but also can predict destination choice. The results found the constructs from psychographic and seeking authenticity used correspondence analysis perceptual mapping show that Wushe Street in LinKou and Alang Gluban only one had the same result, that star worshippers belong people orientation.
Finally, the results of this study can provide other researchers for follow up analysis about psychographics and seeking authenticity and; the constructs of cost and reward scale measurement. Besides, on the practice recommendation, film tourism can develop from “spot” to “area”, to increase the breadth and depth of film tourism, and further to achieve the sustainable development.
中文摘要 I
英文摘要 III
表目次 VII
圖目次 IX

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的與問題 5
第三節 名詞定義 5
第四節 研究範圍 6
第五節 研究限制 7

第二章 文獻回顧 8
第一節 媒體觀光/影視觀光 8
第二節 心理圖像 16
第三節 真實性的追求 22

第三章 研究方法 25
第一節 研究架構及設計 25
第二節 測量工具 26
第三節 研究對象與研究範圍 30
第四節 研究分析方法與標準 32

第四章 資料分析結果 39
第一節 樣本描述 39
第二節 研究變項測量結果 46
第三節 研究變項項目分析 53
第四節 研究變項轉換 57
第五節 假設檢定結果 75

第五章 結論與建議 82
第一節 研究結果摘要 82
第二節 研究發現與討論 85
第三節 研究建議 89
參考文獻 93
附錄一 正式問卷 99
附錄二 信度分析結果 106

一.中文部分
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二.西文部分
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