建構旅行明信片中的旅遊意象之研究

隨著休閒觀念興起，旅遊風氣越發盛行，旅行已成爲現代人生活的一部份，用以增廣見聞、沉澱自身。本研究藉由符號學理論、內容分析法與KJ法，探討以「旅行中的明信片」爲題的「創意達人設計大賽－設計西遊記」得獎的30件作品，目的在了解這些作品其符號運用情形與旅遊訊息傳達之關係。所得結果爲：一、樣本所使用符號具共分出55個單位化項目、100個單位符號量，並以表示地區地標符號運用最多，有17個爲旅遊訊息主要符號。二、符號分析共分出四類，爲旅遊建築地標(34%)、旅遊自然景致(17%)、旅遊物品印象(18%)、旅遊心情體驗(31%)等，這四類可爲作品旅遊意象建構呈現之方向。三、前兩名作品使用旅遊物品印象符號傳達旅遊行程與紀錄，非直接使用地區地標符號。四、優選作品呈現的視覺符號具有獨特觀點與創意，並能完整使用符號陳述旅遊出走、啟程的視覺意象。

關鍵字

旅遊明信片；旅遊意象；視覺符號

並列摘要

Due to the tendency of that traveling becomes people's important recreation nowadays, it is worthy to understand how people communicate during traveling. As such, the purposes of this paper are to explore: a) what symbols are used for communications during traveling; and b) their relation to messages conveyed by people during traveling. Take the theories of semiology as the literature base, the research used a combination of content analysis and KJ methods for analysis. The samples were 30 awarding works from the Design Contest for Creativity-Design a Journey to the West, which theme was ”travel postcards”. Findings were as the follows. First, the symbol of regional landmark is used the most. Second, the symbols can be classified into four kinds: building landmark (34%), natural scene (17%), object impression (18%), and mood and experience (31%). Third, the works of the first place and second place winners in the content used the object impression type of symbols to record the journey, as opposed to the type of building landmark that are typically used. Lastly, the visual symbols showed by the rest of awarding works are not only unique and creative, but also expressed the entire journey thoroughly.