臺灣博碩士論文加值系統

旅遊業在大眾旅遊後期面臨許多問題，像是僵化的行程、景點同質性高、人造產物過多等因素，造成人們為了追求新奇體驗特地到遠處旅遊，最後卻獲得千篇一律的體驗。如今，隨著消費者的情感和體驗需求在旅遊的重要性提升，自主性高、彈性的自助旅遊將成為未來的旅遊趨勢。在臺灣，自助旅遊不但是國人偏好的出國旅遊形式，也是自我拓展視野和價值觀的一種方法。自助旅遊者偏好自主規劃、彈性的旅遊形式，追求新奇、深入體驗不同文化、探索不同於一般觀光客會前往的地點。有別於大眾旅遊，他們對於旅遊地景觀及內心價值這兩部分有更多且更深層的需求。

現今的旅遊體驗是旅遊者凝視不同日常生活的景致帶來愉快體驗的過程。景觀是由土地表面可見的物理特性和人類活動所組成。自助旅遊者在過程中主動追求對他們而言有獨特意義的景觀，並依據自我的價值去解讀景觀特色。本篇研究目的為探討自助旅遊體驗中吸引自助旅遊者的國外旅遊景觀特性、獲得的價值，以及國外旅遊景觀特性與自助旅遊者追求價值之關連。透過方法目的鏈瞭解旅遊景觀如何滿足自助旅遊者內心價值。方法目的鏈是探索人們購買產品時背後的心理需求，將心理過程分成三個層級：屬性、結果和價值。在背包客棧自助旅行論壇網站徵求受訪者，透過MSN及SKYPE等即時通訊軟體與自助旅遊者進行階梯式訪談探索人們內心價值。

研究指出，自助旅遊者主要追求有四種價值：自我成長、美好生活、自我實現及國家認同。受訪者認為在自助旅遊體驗中吸引他們的景觀屬性有四種類型：生活景觀（人物、日常生活、習俗信仰）、自然景觀（地形地質、水景、動植物、氣象）、文化景觀（文物、建築物、遺址）和都市景觀（都市夜景、建築物、娛樂）；從屬性引發的結果有五個項目：正向情緒、反向思考、壓力調適、學習體驗，和支持關係。生活景觀是自助旅遊者最常提及的旅遊景觀吸引力。在體驗價值部分，自助旅遊者追求美好生活和自我成長之價值。

階層價值圖中，自我成長價值鏈結有一條主要連結「自我成長」價值路徑是從「人物」」屬性開始，連結到「反向思考」的結果。「美好生活」價值路徑有兩條主要聯結，第一及第二是從「每日生活」、「人物」屬性開始，連結到「反向思考」的結果。「自我實現」價值路徑有兩條主要連結，分別從「氣象」、「都市夜景」屬性開始，連結到「正向情緒」的結果。「國家認同」價值連結有兩條主要路徑，分別是從「每日生活」、「人物」屬性開始，連結到「反向思考」結果。

The stage of mass tourism at the end, the tourism industry has confronted some questions with the rigid itinerary, homogeneous attractions, and artificial products. The man for the novelty experience leaves his home to travel, but get the monotonous experiences. In future, the tour will be toward new tourism forms with autonomy, flexible in order to meet the consumer demand for the emotions and experiences. Independent travel is an important developing outbound tourism market in Taiwan. It is not only a preferred form of outbound tourism, but also a method to develop self-vision and values. The characteristics of the free independent travelers or tourists (FIT) are planned journey, in favor of a more individualistic and fluid approach to travel. They tend to seek novelty, enjoy experiencing with different culture, off the beaten track explorers. Different from the mass tourism, they have more and deeper needs with value and the landscape of the destination.
Contemporary travel experience is to seek pleasant experience by gazing different views of everyday life. Landscape comprises the visible features and human activities of an area of land. Combining both their physical origins and the cultural overlay of human presence, Independent travelers take the initiative to pursue in the process for them a unique landscape, and to interpret it according to their value. Objective of this study is to understand what foreign landscape will attract independent traveler, experiential values, as well as the relationship between landscape and independent travelers’ experiential values.
The Means-end chain is to explore the way people purchase products behind the psychological needs. In this study, the Means-end chain theory was used to clarify the relationship between independent travelers’ experiential values, feeling consequences, and perceived attributes of foreign landscapes. The respondents with independent travel experience were enrolled from representative websites “backpackers” in Taiwan. Online in-depth interviews through the MSN Messenger and Skype were conducted, and a technique of laddering interview was adopted to collect data.
The results showed that the independent travelers emphasized four experiential values of the foreign landscape comprising self actualization, self improvement, good life, and national identity. Pursuing these values, the respondents regarded lifescapes (people, daily life, and festivals), natural landscape (mountain, lake, wildlife, and meteorology), cultural landscape (relics, monuments, and ancient sites), urban landscape (urban night scenes, modern architectures and entertainments) and as important attributes of foreign landscapes during their independent travel. These attributes were the crucial source of feeling consequences including positive emotion, stress coping, learning, reflection and supportive relationship, which then lead to the realization of the aspired values. Lifescapes are the most frequently mentioned in landscape attributes. Good life and self improvement are the major experiential values of the Independent travel.
Besides, the self improvement of hierarchical value map comprises one chain. One starts from appreciating attributes of the people of the lifescapes which leads to gain consequence of reflection and finally links to value of self improvement;
The good life of hierarchical value map comprises two chains. It starts from appreciating the people or daily life of the lifescapes which leads to gain consequence of reflection and further links to good life.

The self actualization of hierarchical value map comprises two chains. It starts from appreciating the meteorology of the natural landscape or the urban night scenes of the urban landscape which leads to gain consequence of positive emotion and further links to self actualization.
The national identity of hierarchical value map comprises two chains. It starts from appreciating the people or daily life of the lifescapes which leads to gain consequence of reflection and further links to national identity.

目錄
口試委員會審定書 Ⅱ
謝誌 III
中文摘要 IV
英文摘要 VI
第一章 緒論 1
第二章 文獻回顧 4
第一節 自助旅遊之意涵 4
一、 自助旅遊源起 4
二、 自助旅遊特性 5
第二節 自助旅遊體驗價值與效益 7
一、 價值 7
二、 體驗價值 7
三、 自助旅遊體驗效益 8
第三節 旅遊景觀體驗 11
一、 旅遊景觀概念 11
二、 自助旅遊者之旅遊景觀特性 12
三、 自助旅遊者體驗價值與旅遊景觀之關連 14
第三章 研究方法 16
第一節 方法目的鏈理論 16
一. 方法目的鏈 16
第二節 研究對象 17
第三節 訪談方式 19
一. 階梯方法論 19
二. 訪談流程 19
第四節 資料分析 21
一. 內容分析法 21
二. 效度分析 22
三. 蘊含矩陣鏈結圖 22
第四章 研究結果與討論 23
第一節 個人特性分析 23
一. 受訪者社經背景 23
二. 旅遊國家 25
第二節 類目分析 26
一. 景觀屬性說明 28
二. 結果說明 33
三. 價值說明 38
第三節 景觀階層價值分析 41
一. 自我成長階層價值路徑 44
二. 美好生活階層價值路徑 52
三. 自我實現階層價值路徑 63
四. 國家認同階層價值路徑 65
五. 景觀類型階層路徑 67
第五章 結論與建議 74
第一節 自助旅遊體驗之景觀吸引力 74
第二節 自助旅遊者之體驗價值 76
第三節 旅遊景觀價值階層圖 77
第四節 建議 80
一. 旅遊地意象營造 80
二. 研究限制 81
參考文獻 83
附錄一 類目語幹表 91
景觀類目語幹表 91
結果類目語幹表 97
價值類目語幹表 104
附錄二 基本資料問卷 108
附錄三 訪談大綱 111

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