茶文化旅遊印象量表之發展

Constructing the Measurement of the Development of Tourism Image for Tea Culture

10.29916/JMPP.201512_9(4).0003

顏財發(Tsai-Fa Yen)；徐琳沁(Lin-Qin Xu)

茶文化 ； 旅遊印象 ； 娛樂活動 ； Culture of Tea ； Tourism Image ； Entertainment Activities

管理實務與理論研究

9卷4期（2015 / 12 / 01）

27 - 38

繁體中文

中國茶文化的發展已具千年歷史，茶文化旅遊的發展也應運而生。在各茶區發展茶文化旅遊的的同時，常面臨茶文化旅遊印象塑造的問題，過往研究較少探討，其測量工具也缺乏。因此，本文之研究目的即為建構茶文化旅遊發展印象的量表。本研究以福建省安溪縣為實證對象，透過焦點團體法、深度訪談與問卷調查法蒐集學者專家與遊客資料，透過主成分分析法進行因素分析，建構茶文化旅遊發展印象的量表。研究發現，茶文化旅遊發展的測量項目共萃取三個因素，分別命名為建築娛樂、公共服務以及社會安全三種印象因素，累計解釋變異達57%。在三個因素中，遊客最在意古蹟、建築與娛樂活動，相關單位在發展茶文化旅遊時，應開發相關景點並規劃夜生活娛樂活動。此外，遊客同意程度最高的項目為環境乾淨度，最低項目為夜生活，顯示活動場域乾淨度維持良好，相關單位應繼續維持；另，業者規劃茶文化旅遊發展時，應優先考量改善夜生活娛樂機能。

The development of China's tea culture has more than thousand years, and the tea culture tourism is developed by this environment. Following the development of tea culture tourism in areas of tea production, and the tourism image has become a problem for tea culture at the same time. Little researches focus on how to found the tourism images of tea culture, and the measuring tools cannot be widely used as well. Therefore, this research aims to construct the measurement of the development of tourism image for tea culture. Anxi acts as an object of this research, which collects the data of professors and tourists that through the focus group method, depth interview method and questionnaires’ survey. The principal component analysis (PCA) was used in the factor analysis for constructing the measurement of the development of tourism image. The results revealed the measurement effects for the three dimensions of the tea culture tourism, which include buildings and entertainments, public services and social environments. The three dimensions were accumulated the explanation variation of 57 percent. In this research, visitors focus on historical building and entertainment activities for their tourism. According this result, managers should pay more attention to project more entertainment activities in their planning of tea culture tourism. Moreover, the environment factor is one of the dimensions that become the highest factor agreement of visitors, and the entertainment factor stays the lowest point. This result shows that the environment of scenic area was maintained well and the managers should continue to preserve it. In additional, the entertainment factors should be considered to improve when this project of tea culture tourism is planning.

1. Beerli, A.,Martin, J.(2004).Tourists' characteristics and the perceived image of tourist destinations: A quantitative analysis-A case study of Lanzarote, Spain.Tourism Management,25(5),623-636.
2. Carrillo, F.(2004).Capital cities: A taxonomy of capital accounts for knowledge cities.Journal of Knowledge Management,8(5),28-46.
3. Chen, C.,Tsai, D.(2007).How destination image and evaluative factors affect behavioral intentions?.Tourism Management,28(4),1115-1122.
4. Echtner, C. M.,Ritchie, J. R. B.(2003).The meaning and measurement of destination image.Journal of Tourism Studies,14(1),37-48.
5. Hankinson, G.(2004).The brand images of tourism destinations: A study of the saliency of organic images.Journal of Product Branding Management,13(1),6-14.
6. Merrilees, B.,Miller, D.,Herington, C.(2009).Antecedents of residents' city brand attitudes.Journal of Business Research,62(3),62-367.
7. Santos, L.,Martins, I.,Brito, P.(2007).Measuring subjective quality of life: A survey to Porto's residents.Applied Research in Quality of Life,2(1),51-64.
8. Stylidis, D.,Biran, A.,Sit, J.,Szivas, E. M.(2014).Residents' support for tourism development: The role of residents' place image and perceived tourism impacts.Tourism Management,45,260-274.
9. Yen, T. F.,Chung, R. H.(2014).Factors influencing lodging intention in rural area in Taiwan.Journal of Food, Agriculture & Environment,12(2),132-135.
10. 文南薰(2007)。茶文化旅遊產品組合性開發研究－以普洱茶文化旅遊產品開發為例。雲南財經大學學報，23(2)，81-85。
11. 石芬芳(2011)。基於文化旅遊視角的紅安縣茶業品牌開發研究。湖北農業科學，51(6)，2011。
12. 汝百樂、徐友(2001)。雲南茶文化旅遊開發初探。雲南師範大學學報，33(4)，61-65。
13. 吳倩(2002)。茶文化綠色生態旅遊發展思考。貴州農業科學，34(1)，275-279。
14. 李海平(2008)。浙江茶文化旅遊開發對策研究。經濟特區，55-57。
15. 邢慶來(2007)。開發廬山茶文化資源發展廬山茶文化旅遊。農業考古，264-266。
16. 周巍、王小德、周小潔、謝雲(2005)。浙江金華茶花文化旅遊的開發前景初探。安徽農業科學，33(8)，1473-1476。
17. 胡泰斌(2010)。江西茶文化旅遊資源的開發研究。農業考古，27-34。
18. 徐永成(1998)。論茶文化的定義、內涵與功能。茶葉，24(1)，44-46。
19. 徐明生、何振中(2005)。從大嵐、福泉、華頂和蒼山頂看湖州建設茶文化旅遊區的三個著力點。農業考古，10-12。
20. 喬秋敏、祝明霞(2011)。體驗經濟時代下茶文化旅遊發展研究。安徽農業科學，39(9)，5466-5467。
21. 虞文霞(2006)。婺源茶文化旅遊開發研究。農業考古，5-11。
22. 鞏志(2006)。武夷山水與茶文化旅遊。農業考古，2，12-21。
23. 錢樹偉、鮑捷、劉麗、何曙生、羅治得(2008)。近年來我國茶文化旅遊研究。安徽農業科學，36(35)，15617-15619。

1. 顏財發(2019)。鄉村振興視角下茶文化旅遊的發展問題與對策：以四川宜賓為例。島嶼觀光研究，12(3)，51-70。