- 期刊
香客大樓？香客大樓刻板印象之影響研究
Stereotype of Pilgrim Accommodation: Effects on Lodging Intentions and Religious Supports
摘要
宗教觀光吸引許多虔誠朝聖的信徒及體驗宗教神聖的旅人。香客大樓是台灣廟宇提供的特殊住宿，早期興建多以滿足基本食宿需求且設施簡陋；近年香客大樓的興建有從「純朝聖」的簡約風轉換成「似飯店」的高級風趨勢，與宗教住宿給人的「刻板印象」不同。本研究即在探討香客大樓的刻板印象，並檢視刻板印象的改變對遊客住宿意願、宗教支持的影響。第一階段以廟宇深度訪談及遊客半開放式問卷探索香客大樓的刻板印象。第二階段採類實驗設計，以提高設施品質的香客大樓照片為實驗刺激，檢視刻板印象改變對遊客的影響。結果發現，遊客對香客大樓的刻板印象多為簡陋的住宿環境，當遊客對香客大樓住宿品質印象提升時，其住宿意願、宗教支持程度均有顯著提高。
並列摘要
Religious tourism attracts many religious followers and non-followers. Pilgrim accommodation is a special type of lodging managed by temples which provide pilgrims with basic accommodation and humble facilities. However, the construction styles of some pilgrim accommodations have changed from a sacred and simple overnight place to ”hotel-like” tourist accommodation. This development has changed people's stereotype of pilgrim accommodation. This study aims to explore the stereotype of pilgrim accommodation and examine the effects of changing stereotype on lodging intentions and religious supports. The first stage of this study employed in-depth interviews to gain insights from temple directors and on-site interviews with temple visitors to gather stereotype perceptions. On the second stage, we designed a quasi-experiment to assess the effects of changing stereotype perceptions by giving experimental stimuli (photo) with enhanced quality of pilgrim accommodation. The results show visitor's stereotype of traditional pilgrim accommodation stay simple and humble. In addition, when temple visitors have better images of pilgrim accommodation, they are more willing to stay in pilgrim accommodation and more supportive for the religion.