Destination image building through cycling tourism

目的地意象之概念建構：自行車觀光

葉怡矜(Yi-Jin Ye) ； 黃斐馨(Fei-Hsin Huang) ； 辛麗華(Li-Hua Hsin)

《中華體育季刊》 32卷2期 (2018/06) Pp. 117-126

https://doi.org/10.3966/102473002018063202004

摘要

Cycling has become the most popular outdoor activity in Taiwan and the government plans to make Taiwan become a sport tourism destination worldwide. However, there have been few studies on the development of cycling tourism memory that link the attitudinal effect with tourist experience and the intention of revisit. The memory created by cycling experiences is different from other tourism activities because an individual’s memory is inconsistent with their self-reported instant experience during activity. Based on this premise, the purpose of this study is to develop a conceptual framework for creating memorable destination image through cycling tourism. The research method is qualitative oriented and adopts content analysis to collect related literature. The proposed concept is through experiential marketing to create memorable destination image and understands the differences between cycling tourism and other activities. Therefore, the results are as follows: 1. cycling tourism trails are designed based on experiential marketing that can promote local tourism; 2. the quality of tangible aspects of bicycle, the interaction with the tour guides and leaders, and tour guide's professional knowledge are the critical factors for creating the destination image; 3. the moderating impact of the two-side memory, positive and negative, on experiential marketing and destination image in cycling tourism is existed. It is worth to deeply explore and examine the difference between cycling tourism and other tourism activities. The findings can be references for tourism agency and government for future sport tourism management and marketing planning. Moreover, the practical results of experiential marketing can provide the destination marketers to develop strategies.

關鍵字

tourism memory ； experiential marketing ； sport tourism

並列摘要

自行車活動已成為臺灣最受歡迎的戶外活動之一，且政府進行打造臺灣運動島計畫，期望臺灣成為喜好戶外遊憩遊客的熱門觀光選擇。然而自行車觀光體驗所創造的觀光回憶不同於其他的觀光活動，特別是個人對活動的整體回憶與活動當下的記憶是不一致的，如：當時大雨的記憶是不舒服的，但在回憶此歷程時卻是充滿正向的難忘旅程，然而少有研究探討自行車觀光的遊客體驗回憶與態度、與再訪意願之關聯性與影響。有鑑於此，本研究目的在於發展自行車觀光創造值得回憶的目的地意象之概念性架構，採用質性研究之文獻分析法以體驗行銷概念創造難忘的目的地意象，以藉此了解自行車觀光的回憶與一般觀光活動之差異性。研究結果顯示：一、根據體驗行銷的概念設計自行車觀光路線能有效提升當地觀光；二、自行車本身的品質（有形性）、領隊及導遊的專業知識及互動過程皆為創造目的地意象的主要因素；三、正負向回憶的干擾效果對自行車觀光確實存在，值得深入探討，並可增加正負向回憶對自行車觀光與其他觀光活動的差異性探討。本研究結果可作為旅遊機構或政府對行銷臺灣之政策與推廣自行車活動做策略性的規劃，並提供休閒產業業者發展當地的休閒與運動觀光的行銷策略。

並列關鍵字

觀光回憶 ； 體驗行銷 ； 運動觀光

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