從社群媒體中挖掘原鄉目的地意象－以部落格為例

原住民文化目的地意象之定義為遊客在旅遊過程中，驅使自己去體會並了解原住民文化背景的人文、歷史、藝術、手工藝品、自然生態及部落的生產、生活、生態、還有生命的相關文化。過往研究探討目的地意象多著重於探究人類學、社會學、地理學及行銷學等所擁有之目的地意象，目前鮮少有研究對遊客之原住民文化目的地意象作完整瞭解。因此，本研究之目的在於探索遊客原住民文化目的地意象之內涵，以瞭解遊客在原住民文化背景中所需要之原住民文化目的地意象。本研究透過研究者網際網路之蒐尋，經由部落格文章介紹相關的旅遊心得，檢索6篇有關桃園市復興區旅遊之部落格文章，並使用內容分析法將部落格文章內容分析並歸納出三個主要的遊客原住民文化目的地意象之面向：原住民藝術共存感、原住民生活共生感、原住民景觀共榮感。遊客原住民藝術共存感構面的原住民文化之目的地意象構面包括包含情感類及藝術類等主類目；原住民生活共生感構面包含飲食類、產業類及謀生類等主類目；原住民景觀共榮感構面包含歷史類及景觀類等主類目。本研究亦提出相關之管理意涵與未來研究方向之建議。

關鍵字

原住民文化；目的地意象；內容分析法

並列摘要

Destination image of aboriginal cultural tourism is defined as ＂the ability for tourists to form aboriginal cultural in the tourism process, driven by their own experience and understanding of the cultural background of aboriginal culture, history, arts, crafts, natural ecology and tribal production, life and ecology, as well as related cultural life.＂ Past studies discussing destination image have focused on fields of anthropology, sociology, geography and science marketing. Fewer studies explore destination image of aboriginal cultural tourists. Hence the purpose of this study is to explore the nature of destination image of aboriginal cultural tourist, and further to understand tourists' destination image of aboriginal culture in culturally diverse settings. This study investigates blogs related to aboriginal cultural tourism via internet, to retrieve six related Fu-hsing District, Taoyuan City tourism blogs using the content analysis, and extracts three dimensions of destination imagery of aboriginal culture: aboriginal art, aboriginal life, and aboriginal landscape. The aboriginal art constructs include sub-constructs of emotion and art classes; the aboriginal life constructs include food and drink, industrial and earning-life classes; the aboriginal landscape constructs include historical and landscape classes. Implications of these findings for practical applications and suggest for future research are also provided.