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研究生:吳佩蓁
研究生(外文):Pei-Chen Wu
論文名稱:探討 AID Summer 2014 華裔志工旅遊者的台灣意象
論文名稱(外文):The Destination Image of Taiwan of Overseas Youth Volunteers: A Case Study of AID Summer 2014
指導教授:陳麗如陳麗如引用關係
指導教授(外文):Li-Ju Chen
學位類別:碩士
校院名稱:國立東華大學
系所名稱:觀光暨休閒遊憩學系
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:2016
畢業學年度:104
論文頁數:113
中文關鍵詞:目的地意象海外華裔青年國際志工旅遊
外文關鍵詞:destination imageinternational volunteer tourismoverseas youth
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「海外華裔青年英語服務營」(英文簡稱AID summer),是在台灣舉辦的國際志工旅遊活動,由中華民國僑務委員會於2006年開始主導結合教育部合作辦理。本研究欲探討這些海外華裔青年當初參與AID summer活動的期望與動機,並進一步想了解海外華裔青年志工參與活動前中後,對台灣的目的地意象之轉變。本研究為質性研究方法之個案研究,研究場域主要為2014年七月在花蓮縣壽豐鄉由國立東華大學語言中心和玉山神學院所個別承辦本次活動,研究對象為11名來自美國和加拿大海外華裔青年志工,資料收集方法包含參與觀察、一對一深度訪談,研究員筆記以及文本資料分析。本研究發現東華組和玉山組第一階段結果相近,為活動前志工們參加的動機期望和對台灣的印象,分別是1)幫助別人,2)獲得教學經驗3)台灣很熱;第二階段為活動期間志工們對台灣的目的地意象,此階段根據個人的經驗、態度和實體環境的不同,因而呈現明顯差異,東華組是1)人們友善,2)美麗的地方;玉山組是1)體驗到不斷變動的行程,2)原住民文化;第三階段為活動結束返回居住地所回憶之台灣的目的地意象,東華組是1)遇到的人,2)無法忘懷的回憶;玉山組是1)獨特的體驗,2) 無法忘懷的回憶。本研究期許能提供僑委會舉辦活動之參考,以及觀光局推廣國際觀光市場之應用。
The 2014 AID (Assisting Individuals with Disadvantages) summer program was a four-week long overseas youth English teaching volunteer service program in Taiwan held by the Overseas Community Affairs Council, Republic of China (Taiwan) and Taiwan's Ministry of Education. The purpose of the study was to understand the motivations, the perceptions and the destination image of Taiwan of these overseas youth. The study utilized the qualitative case study method. The study units were two teams of overseas youth volunteers who performed English teaching service at the Language Center of National Dong Hwa University and the Yu-Shan Theological College and Seminary in Hualien County. A total of 11 participants were invited to take part in this study. Data was collected in the form of on-site observation, face-to-face interviews (carried out before, during, and six months after participation in the program), the researcher’s journal and related documents. The findings in two teams presented the similar results at stage one, motivations, expectations, and the perception of Taiwan before the Program:1)to help people,2)to gain teaching experience and 3) hot weather. The difference has showed at stage two, destination image of Taiwan during the Program that depends on individual experiences, attitudes and stayed in the different environment seeting:1)people are nice and friendly 2)beautiful place examed in NDHU team; the YSTSC team had experienced 1)flexible schedule and 2)several Taiwanese aboriginal cultures. At stage three, the reflections of destination image of after the Program: 1)amazing to meet nice people and 2)an unforgettable memories in NDHU team; 1)unique and 2)unforgettable memories in YSTSC team. The findings of the study were intended to provide insights for the OCAC regarding the AID summer program and for use by the Tourism Bureau in promoting Taiwan as an international tourism market destination.
Table of Contents
List of Tables
List of Figures
Chinese Abstract
English Abstract
Chapter 1 Introduction
1.1 Purpose of the Study
1.2 Justification of the Study
1.3 Definition of Terms
Chapter 2 Literature Review
2.1 The Trend of International Voluntary Service and Volunteer Tourism
2.2 Motivation and Expectation of Youth Volunteer Tourists
2.3 Destination Image
2.4 Summary
Chapter 3 Study Method
3.1 The Background of AID Summer
3.2 Study Units and Participants
3.3 Data Collection Methods
3.4 Data Analysis
3.5 Reliability and Validity Concerns
3.6 Researcher’s Role and Reflections
3.7 Ethical Concerns
Chapter 4 Findings
4.1 NDHU TEAM
4.2 YSTSC TEAM
Chapter 5 Conclusion
5.1 The Comparison of the Two Teams
5.2 The Structure of the Stakeholders
5.3 Suggestions
5.4 Limitations
5.5 Conclusion
References
Appendix
Appendix A.TTB
Appendix B.OCAC
Appendix C. AID SUMMER
Appendix D. NDHU
Appendix E. YSTSC
Appendix F. Others
List of Tables
Table 1 Definitions of destination image from the literature
Table 2 The number of participants in the AID Summer Program (2006-2014)
Table 3 NDHU team participants’ basic demographic information
Table 4 YSTCS team participants’ basic demographic information
Table 5 Methods used in three stages of the research process
Table 6 Elements that affect the destination image in the study
Table 7 In-depth interview schedule (NDHU)
Table 8 In-depth interview schedule (YSTSC)
Table 9 The Frequency of themes appearing in participants' perception of Taiwan before the Program
Table 10 Findings of the motivations, expectations and the perception of Taiwan
Table 11 Findings on Destination Image of Taiwan during the Program
Table 12 The Reflections of Destination Image of Taiwan after the Program
Table 13 The Frequency of themes in volunteers' perception of Taiwan before the Program
Table 14 Findings on the Volunteers' Motivations, Expectations and Perception of Taiwan
Table 15 Findings on Volunteers' Destination Image of Taiwan during the Program
Table 16 The Reflections of Volunteers' Destination Image of Taiwan 6 Months Later
Table 17 The Comparison of the Two Teams

List of Figures
Figure 1 An overview of the components of image and image formation
Figure 2 Factors influencing the formation of a consumers' destination image
Figure 3 Affectiveresponse grid
Figure 4 The components of destination image
Figure 5 The study framework in the research
Figure 6 NDHU Team’s data collection as organized by the researcher
Figure 7 YSTSC Team’s data collection as organized by the researcher
Figure 8 The main stakeholders in the study
Figure 9 The overall image of Taiwan in the present research
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