探討文化觀光區中遊客之動機與行為

Exploring Tourists’ Motivation and Behavior in Cultural Tourism Area

顏宏旭(Hung-Hsu Yen) ； 張峻豪(Chun-Hao Chang)

《國立虎尾科技大學學報》 32卷4期 (2015/12) Pp. 43-54

https://doi.org/10.6425/JNHUST.201512_32(4).0005

摘要

文化觀光雖為當代熱門觀光形式之一，然而在許多文化景點卻發現，遊客觀光行為模式仍舊以大眾式導向為主，因此本研究主要目的為：（一）探討安平港國家歷史風景區遊客的觀光動機為何?（二）探討遊客安平港國家歷史風景區遊客是否具備文化觀光客應有之深度與學習性行為。（三）探討不同文化深度的遊客於觀光行為上之差異。本研究採便利性抽樣，共獲得295 份有效樣本數。研究結果指出安平港國家歷史風景區遊客觀光動機、行前資訊搜尋、觀光行為、景點參訪，以及消費內容均偏向大眾式觀光型態，而遊客行為與實際文化觀光欲傳達之學習性動機有所落差。在不同遊客群體比較部分，深度文化觀光遊客群體於文化性資訊搜尋行為上較多且對於導覽解說的熟識度與使用度上亦較多，除此之外於購買文化性商品之比例也較高。未來建議當地管理單位，可強化各景點文化性，尤其是參訪比例最高的安平老街，應提升其消費性商品、硬體規劃與當地歷史文化間之連結性。在提升文化觀光認知部分，建議相關單位多教育遊客瞭解文化觀光應有之行為與玩法，提升遊客對於文化觀光應有認知，豐富台灣文化觀光產業內涵層次。

關鍵字

文化觀光 ； 觀光行為 ； 消費行為

並列摘要

Cultural tourism is one of the most popular types of tourism nowadays; however, the mass tourism travel behavior can easily be seen in many cultural attractions. The main purposes of this study were to explore: 1) What are the tourists’ motivations while traveling in Anping area. 2) Would the tourists’ behavior in Anping area act with in-depth and learning behavior. 3) Exploring different tourists’ behavior within different cultural involvement groups. This study applied the convenience sampling to collect 295 valid questionnaires. The results showed that tourists’ motivations, information searching, visiting, and consuming behaviors in Anping area acted like mass tourism travel type. Anping area’s main cultural concept could not be properly delivered to the tourists, and the information searching, tourist guide, and cultural related products consuming were less used by high involvement cultural tourists. This study suggested the government should enhance the cultural elements, the historic story, the design of cultural related products and the planning of whole environment. Moreover, the improvement of self-guide system, the training of commentator, and the promotion of the usage of guiding system were still need to be done. Finally, this study suggested the Tourism Bureau should develop a guiding book to encourage and guide the tourists how to enjoy/explore the true culture of each attractions. Moreover, the proper behavior and perception in cultural attractions should also be educated in future education system or promotion activities. To let tourists know the proper perception, behavior, manner and rules in cultural tourism will enhance the future development of cultural tourism in Taiwan.

並列關鍵字

Cultural Tourism ； Tourism Behaviors ； Consuming Behaviors

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