教育觀光初探－以台灣青少年教育觀光客參加北京奧運學習營為例

本研究以定性研究方法，從教育觀光角度探討「北京奧運學習營」的產品定位，並以其中15位台灣青少年爲對象，藉以瞭解教育觀光客之特性。研究結果發現該學習營爲「觀光優先」的教育觀光產品，屬於「泛學習興趣」的旅遊；而參與之台灣青少年則實爲教育觀光客亦學亦遊之本質。其中對於北京的歷史古蹟與拓展人際關係之學習和體驗，覺得收穫最多，而最不滿意者爲住宿設備不佳、沒有網路，以及未能親臨鳥巢、水立方比賽會場等。研究結果可爲相關單位推廣教育觀光之參考。

關鍵字

教育觀光；教育觀光客；旅遊決策；旅遊動機；旅遊滿意度

並列摘要

Using the methods of ”in-depth interviews” and ”participant observations”, a qualitative study was conducted to explore eudtourism and edutourist behavior of 15 Taiwanese adolescents, who participated in the Peking Olympics Learning Camp (POLC) in 2008. It is found that the adolescent participants indeed meet the definition of ”edutourist” because they truly indulge in a tour full of educational, inspirational and learning components, all inclusive in the POLC. In specific, the POLC can be concluded with a strong association with the term 'edutourism'. Regarding the most impressive experiences, as reported, they are visiting of historical sites in Peking, broadening minds and interpersonal relationships. By contrast, the most dissatisfying comments contribute to poor lodging facilities, lack of internet service, and arranging no visits on symbolic Olympic facilities, such as ”Bird-nest” stadium and ”Water-cubicle” facility. The findings can be helpful with policy making for government tourism officials and tourism business sector, and valuable for both practical and academic fields.