從社群媒體中挖掘原鄉目的地意象－以部落格為例

Mining Aboriginal Cultural Tourism on the Internet Information using Destination Image：A Study of Blogs for Fu-hsing District, Taoyuan City

余舜基(Shun-Chi Yu)

原住民文化 ； 目的地意象 ； 內容分析法 ； aboriginal culture ； destination image ； content analysis

聯大學報

14卷1期（2017 / 06 / 01）

29 - 42

繁體中文

原住民文化目的地意象之定義為遊客在旅遊過程中，驅使自己去體會並了解原住民文化背景的人文、歷史、藝術、手工藝品、自然生態及部落的生產、生活、生態、還有生命的相關文化。過往研究探討目的地意象多著重於探究人類學、社會學、地理學及行銷學等所擁有之目的地意象，目前鮮少有研究對遊客之原住民文化目的地意象作完整瞭解。因此，本研究之目的在於探索遊客原住民文化目的地意象之內涵，以瞭解遊客在原住民文化背景中所需要之原住民文化目的地意象。本研究透過研究者網際網路之蒐尋，經由部落格文章介紹相關的旅遊心得，檢索6篇有關桃園市復興區旅遊之部落格文章，並使用內容分析法將部落格文章內容分析並歸納出三個主要的遊客原住民文化目的地意象之面向：原住民藝術共存感、原住民生活共生感、原住民景觀共榮感。遊客原住民藝術共存感構面的原住民文化之目的地意象構面包括包含情感類及藝術類等主類目；原住民生活共生感構面包含飲食類、產業類及謀生類等主類目；原住民景觀共榮感構面包含歷史類及景觀類等主類目。本研究亦提出相關之管理意涵與未來研究方向之建議。

Destination image of aboriginal cultural tourism is defined as ＂the ability for tourists to form aboriginal cultural in the tourism process, driven by their own experience and understanding of the cultural background of aboriginal culture, history, arts, crafts, natural ecology and tribal production, life and ecology, as well as related cultural life.＂ Past studies discussing destination image have focused on fields of anthropology, sociology, geography and science marketing. Fewer studies explore destination image of aboriginal cultural tourists. Hence the purpose of this study is to explore the nature of destination image of aboriginal cultural tourist, and further to understand tourists' destination image of aboriginal culture in culturally diverse settings. This study investigates blogs related to aboriginal cultural tourism via internet, to retrieve six related Fu-hsing District, Taoyuan City tourism blogs using the content analysis, and extracts three dimensions of destination imagery of aboriginal culture: aboriginal art, aboriginal life, and aboriginal landscape. The aboriginal art constructs include sub-constructs of emotion and art classes; the aboriginal life constructs include food and drink, industrial and earning-life classes; the aboriginal landscape constructs include historical and landscape classes. Implications of these findings for practical applications and suggest for future research are also provided.

1. 殷寶寧(2008)。旅遊全球化下台灣文化資產保存與文化旅遊：一個歷時性的分析。國際文化研究：真理大學通識教育學報，4(1)，61-85。
   連結：
2. 陳寬裕、吳崇旗、鄭恆星(2013)。自行車騎士對單車旅館之旅遊動機、旅遊期望、旅遊意象與體驗滿意度關係之研究。運動休閒管理學報，10(2)，21-40。
   連結：
3. 張逸帆(2016)。帆帆貓A幸福旅行台，取自http://fanfancat.pixnet.net/blog
4. 愛伯特(2016)。愛伯特吃喝玩樂全記錄，取自http://www.alberthsieh.com/profile
5. 蔡淑真(2016)。Grace幸福漫步，取自http://grace5228.pixnet.net/blog/post/107322205-%E6%A1%83%E5%9C%92%E5%BE%A9%E8%88%88%E9%84%89%E6%B3%B0%E9%9B%85%E9%83%A8%E8%90%BD%E4%B8%80%E6%97%A5%E9%81%8A,%E6%B3%B0%E9%9B%85%E6%BC%81%E7%8D%B5%E9%AB%94%E9%A9%97%E5%93%81
6. 深‧旅行(onetrip)(2016)。深‧旅行＿One Trip，取自http://onetrip.pixnet.net/blog/post/381621676-%E2%96%8C%E6%A1%83%E5%9C%92%E5%BE%A9%E8%88%88%E9%84%89%E2%80%A7%E7%A7%81%E6%88%BF%E6%97%85%E9%81%8A%E6%99%AF%E9%BB%9E-%E2%96%8C%E3%80%90%E8%A7%92%E6%9D%BF%E5%B1%B1%E8%A1%8C
7. 阿新(2016)。阿新旅遊美食筆記，取自http://www.fun-life.com.tw/taoyuan-day-trips-fusing-township/
8. 中華民國交通部觀光局(2016)。中華民國104年國人旅遊狀況調查，取自http://admin.taiwan.net.tw/upload/statistic/20160810/5edad339-d16f-4933-982d-9c90c72f5739.pdf
9. 霸子(2016)。霸子(buuzkuo吃喝玩樂地圖集) ，取自http://buuzkuo.pixnet.net/blog/post/107811769-%3C%E6%A1%83%E5%9C%92%CB%99%E5%BE%A9%E8%88%88%3E-%E6%A1%83%E5%9C%92%E5%BE%A9%E8%88%88%E9%84%89%E9%83%A8%E8%90%BD%E9%AB%94%E9%A9%97%EF%BC%8C%E4%B8%8A%E5%B1%B1%E4%B8%8B%E6%BA%AA
10. 創市際(2014)，台灣網路使用概況，取自http://www.ixresearch.com/reports/cati
11. Arndt, J.(1967).Role of Product-Related Conversations in the Diffusion of a New Product.Journal of Marketing Research,4(3),291-295.
12. Bitner, M. J.,Booms, B. H.,Mohr, L. A.(1994).Critical service encounters: The employee's viewpoint.Journal of Marketing,58(4),95-106.
13. Bitner, M. J.,Booms, B. H.,Tetreault, M. S.(1990).The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,54,71-84.
14. Bone, P. F.(1995).Word-of-mouth effects on short-term and long-term product judgments.Journal of Business Research,32(3),213-223.
15. Buttle, F.(1997).ISO 9000: marketing motivations and benefits.International Journal of Quality & Reliability Management,14(9),936-947.
16. Gelb, B.,Johnson, M.(1994).Word-of-mouth communication: causes and consequences.Journal of Health Care Marketing,15(3),54-58.
17. Hennig‐Thurau, T.,Gwinner, K. P.,Walsh, G.,Gremler, D. D.(2004).Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet?.Journal of Interactive Marketing,18(1),38-52.
18. Herr, P. M.,Kardes, F. R.,Kim, J.(1991).Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective.Journal of consumer research,17(4),454-462.
19. Kassarjian, H. H.(1977).Content Analysis in Consumer Research.Journal of Consumer Research,4(1),8-18.
20. Keaveney, S. M.(1995).Customer switching behavior in service industries: An exploratory study.Journal of Marketing,59(2),71-82.
21. Krippendorff, K.(1980).Content analysis: An introduction to its methodlogy.CA:Sage.
22. Neuendorf, K. A.(2011).Content analysis-A methodological primer for gender research.Sex Roles,64(3-4),276-289.
23. Pan, B.,MacLaurin, T.,Crotts, J. C.(2007).Travel blogs and the implications for destination marketing.Journal of Travel Research,46(1),35-45.
24. Pike, S.(2002).Destination image analysis-a review of 142 papers from 1973 to 2000.Tourism Management,23(5),541-549.
25. Richins, M. L.(1983).Negative word-of-mouth by dissatisfied consumers: a pilot study.The Journal of Marketing,68-78.
26. Ronan, W. W.,Latham, G. P.(1974).The reliability and validity of the 148 critical incident technique: A closer look.Studies in Personnel Psychology,6(1),53-64.
27. Stern, B. B.(1994).A revised communication model for advertising: Multiple dimensions of the source, the message, and the recipient.Journal of Advertising,23(2),5-15.
28. Sundaram, D.,Webster, C.(1999).The Role of Brand Familiarity on the Impact of Word-of-Mouth Communication on Brand Evaluations.NA - Advances in Consumer Research,Provo, UT:
29. 丁玲琍(2009)。碩士論文(碩士論文)。嘉義市，國立嘉義大學管理學院碩士在職專班。
30. 李威志(2015)。碩士論文(碩士論文)。高雄市，國立高雄餐旅大學旅遊管理研究所。
31. 林世裕(2016)。碩士論文(碩士論文)。臺東市，國立臺東大學進修部休閒事業管理組碩（夜間）。
32. 陳春祿(2013)。碩士論文(碩士論文)。高雄市，國立高雄應用科技大學觀光與餐旅管理研究所。
33. 黃俊達(2016)。碩士論文(碩士論文)。臺東市，中國文化大學觀光事業學系觀光休閒事業管理碩士在職專班。
34. 黃煌雄、趙榮耀、呂溪木(2004)。教育部所屬預算分配結構之檢討專案調查報告。臺北:監察院。
35. 蔡宜智(2013)。碩士論文(碩士論文)。嘉義市，國立嘉義大學觀光休閒管理研究所。
36. 蕭伊伶(2016)。碩士論文(碩士論文)。臺中市，逢甲大學景觀與遊憩碩士學位學程。