旅遊地區之意象分析－隱喻誘引法與目標方法鏈結之運用

Tourism Image Analysis: An Application of Method That Combines Zaltman Metaphor Elicitation Technique and Means-End Model

黃慧新(Hui-Hsin Huang) ； 黃志文(Chin-Wen Huang) ； 歐陽良裕(Liang-Yi Ouyang)

《休閒與遊憩研究》 1卷2期 (2007/11) Pp. 81-111

https://doi.org/10.6157/2007.1(2).4

摘要

本研究結合隱喻誘引法(Zaltman Metaphor Elicitation Technique)和方法目標連結模式(means-end model)探討台北縣淡水地區所呈現的旅遊地意象；由於意象本身屬於消費者心理層面特質，通常不具明確架構性，本研究採用探索受測者心中概念背後隱藏意義的「隱喻誘引法」與方法目標鏈結，將隱喻誘引法所篩選出的受訪者陳述與意義表現，透過「屬性層級」、「結果層級」和「目標層級」加以分解，歸納出台北縣淡水地區旅遊地意象。結果發現，「自由」和「愛與歸屬」之心理意象出現次數較多；互動與關聯之結構性意象上，「視野」出現在較多受訪者的意象中；結構性意象之地景地標部份，呈現多種風貌。本研究採用兩研究方法之融合，同時呈現出旅遊意象之分類組成與意義內涵，期望提供旅遊地意象研究之方法工具創新。

關鍵字

隱喻誘引 ； 方法目標鏈結模式 ； 旅遊地區意象

並列摘要

This research combines Zaltman Metaphor Elicitation Technique (ZMET) and the means-end model to explore the tourism image of area of Tamsui. Survey method is used by many tourism image researchers to understand visitors' perception of area image. However, tourism image is processed psychologically within a complex context of inner preference and life experiences. ZMET and means-end model jointed and qualitative method is suitable to be adopted in the image study. To analyze materials gathered from the tourists' descriptions of ”attribute”, ”means”, and ”ends” of the Tamsui tour reveals more information of tourists' images in depth. The study shows that the merge of these two methods provides an effective way to understand the compositions of image categories and meaning behind it.

並列關鍵字

Zaltman metaphor elicitation technique ； means-end model ； tourism image

參考文獻

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