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研究生:黃淑涵
研究生(外文):HUANG, SHU-HAN
論文名稱:盲旅遊客行為之探討
論文名稱(外文):Tourist behavior of blind tour: An exploratory study
指導教授:何昶鴛何昶鴛引用關係
指導教授(外文):Ho, Chaang-Iuan
口試委員:陳銘芷賴盈孝
口試委員(外文):Chen, Ming-ChihLai, Ying-Hsiao
口試日期:2022-06-24
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:休閒事業管理系
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:40
中文關鍵詞:盲旅遊客體驗體驗行銷三角檢測法
外文關鍵詞:Blind tourTourism Experienceexperiential marketingtriangulation
相關次數:
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  • 下載下載:24
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盲旅是一項出發前不知道內容的新型態旅行,顛覆以往遊客對旅行的認知。由於行程內容未知,使遊客出發前對行程充滿想像。本研究以個案研究方式進行,研究目的在於深入瞭解此一旅遊產品之遊客行為,聚焦於遊客特質、旅遊動機與其旅遊體驗,同時分析與檢視盲旅在產品設計與行銷管理隱含的問題。本研究採用質性研究法,包括:參與觀察法、深度訪談法、內容分析法,以及三角檢測法。本研究總計獲得6位參加盲旅的遊客參與訪談。這個新穎的旅遊產品,它吸引了一群年輕、具有豐富旅遊經驗,以及勇於嘗試的年輕客群。其旅遊動機以好奇和朋友推薦為主,並不因旅行經驗的增加而有改變。盲旅塑造的體驗情境,大致吻合遊客的實際體驗。以學理檢視盲旅在產品設計精神與操作手法,與多個理論內容有所矛盾。其操作方式雖帶給遊客驚喜和新鮮感,「盲」是最大的特色,但卻也是遊客負面體驗的來源,甚至重遊意願不高。本研究根據研究結果針對新創的旅遊產品提出相關建議。
【關鍵字】盲旅、遊客體驗、體驗行銷、三角檢測法
Blind tour is a new type of travel that subverting the perception of previous travel, tourist will full of anticipation when no information will be told before their journey begin. This research is conducted in the form of case study, which aims to gain an in-depth understanding of tourist behavior of tourism products. The purpose of this research focus on tourists' characteristics, travel motivation and tourism experience, hidden problems of blind travel in product design and marketing management is expected to be analyze and examine at the same time. This study used qualitative research methods, including: participant observation, in-depth interview, content analysis method and triangulation. A total of 6 blind tour travelers participated in this study. This novel tourism product attracts a group of young customers with have rich travel experience and the courage to try. Curiosity and recommended from friends are the major travel motivation for them, accumulated travel experience does not do much. The experience situation created by blind travel is roughly in line with the actual experience of tourists. Examining the product design concept and operation methods of blind tour by academic theories founds that contradicts many theoretical contents. Its operation method brings surprises and freshness to tourists, but blindness, the biggest feature, is generate negative experience and lower the revisiting willingness for tourists. Based on the results of this study could makes recommendations for newly created tourism products.
Keywords: Blind tour, Tourism Experience, experiential marketing, triangulation
摘要 ........................... I
Abstract....................... II
目錄 .......................... III
表目錄 ......................... VI
圖目錄 ......................... VII
第壹章 緒論 ..................... 1
第貳章 文獻探討 ................. 3
第一節 盲旅產品 ................. 3
第二節 旅遊動機 ................ .8
第三節 遊客體驗與涉入 ............9
第四節 行銷服務與創新理論............ 11
第參章 研究方法 .................... 13
第一節 資料蒐集 .................... 13
第二節 資料內容三角檢測 ............. 15
第肆章 結果與分析 .................. 17
第一節遊客面向 .................... 17
第二節產品面向 ..................... 22

第伍章 結論與建議 ........................................................................ 29
第一節 研究結論 ....................................................... 29
第二節 對業者建議 ......................................................... 29
參考文獻 ............................................................................................................. 32
附錄1由體驗行銷視角說明遊客體驗與比較FB之相關留言 ...................... 37
附錄1由體驗行銷視角說明遊客體驗與比較FB之相關留言(續) ............... 38
附錄2訪談大綱 .............................................. 39



表目錄
表3- 1本研究之資料蒐集方式與項目 ................................................ 15
表4- 1受訪者之旅遊特性 .................................................................... 17
表4- 2受訪者參與盲旅之動機訪談結果節錄 .................................... 18
表4- 3受訪者之負面意見節錄 ............................................................ 21
表4- 4一日遊行程比較 ........................................................................ 23


圖目錄
圖 1- 1 盲旅行程說明 .............................................................................. 4
圖 1- 2 盲旅遊程訂購流程 ...................................................................... 5
圖 1- 3盲旅官方網站提供之遊程資訊 .................................................. 6
圖 1- 4盲旅公司運用FB與IG描述遊程體驗 ..................................... 6
圖 1- 5盲旅行前對遊客之提醒 .............................................................. 6
圖 3- 1 資料內容三角驗證 .................................................................... 16
圖 4- 1旅遊社一日遊行程 .................................................................... 23
圖 4- 2旅行社專業導遊服務 ................................................................ 24
圖 5-1城市尋寶台中旅遊行程 ............................................................. 30
吳泓勳
(2021) 。大陸盲盒經濟夯延燒百業。 中時新聞網 。 2021年 9月,取
自: https://www.chinatimes.com/newspapers/20210423000083-260301?chdtv。
盲旅官方網頁,
2018年 3月,取自 :https://www.blindtour.tw/。
城市尋寶官方網頁,
,2021年 7月 ,取自 : https://riddlecity.cc/。
Airbnb官方網頁, ,2021年 8月 取自
https://www.airbnb.com.tw/help/article/1581/airbnb-%E9%AB%94%E9%A9%97%E7%B0%A1%E4%BB%8B
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