茶文化旅遊印象量表之發展

Constructing the Measurement of the Development of Tourism Image for Tea Culture

顏財發(Tsai-Fa Yen) ； 徐琳沁(Lin-Qin Xu)

《管理實務與理論研究》 9卷4期 (2015/12) Pp. 27-38

https://doi.org/10.29916/JMPP.201512_9(4).0003

摘要

中國茶文化的發展已具千年歷史，茶文化旅遊的發展也應運而生。在各茶區發展茶文化旅遊的的同時，常面臨茶文化旅遊印象塑造的問題，過往研究較少探討，其測量工具也缺乏。因此，本文之研究目的即為建構茶文化旅遊發展印象的量表。本研究以福建省安溪縣為實證對象，透過焦點團體法、深度訪談與問卷調查法蒐集學者專家與遊客資料，透過主成分分析法進行因素分析，建構茶文化旅遊發展印象的量表。研究發現，茶文化旅遊發展的測量項目共萃取三個因素，分別命名為建築娛樂、公共服務以及社會安全三種印象因素，累計解釋變異達57%。在三個因素中，遊客最在意古蹟、建築與娛樂活動，相關單位在發展茶文化旅遊時，應開發相關景點並規劃夜生活娛樂活動。此外，遊客同意程度最高的項目為環境乾淨度，最低項目為夜生活，顯示活動場域乾淨度維持良好，相關單位應繼續維持；另，業者規劃茶文化旅遊發展時，應優先考量改善夜生活娛樂機能。

關鍵字

茶文化 ； 旅遊印象 ； 娛樂活動

並列摘要

The development of China's tea culture has more than thousand years, and the tea culture tourism is developed by this environment. Following the development of tea culture tourism in areas of tea production, and the tourism image has become a problem for tea culture at the same time. Little researches focus on how to found the tourism images of tea culture, and the measuring tools cannot be widely used as well. Therefore, this research aims to construct the measurement of the development of tourism image for tea culture. Anxi acts as an object of this research, which collects the data of professors and tourists that through the focus group method, depth interview method and questionnaires’ survey. The principal component analysis (PCA) was used in the factor analysis for constructing the measurement of the development of tourism image. The results revealed the measurement effects for the three dimensions of the tea culture tourism, which include buildings and entertainments, public services and social environments. The three dimensions were accumulated the explanation variation of 57 percent. In this research, visitors focus on historical building and entertainment activities for their tourism. According this result, managers should pay more attention to project more entertainment activities in their planning of tea culture tourism. Moreover, the environment factor is one of the dimensions that become the highest factor agreement of visitors, and the entertainment factor stays the lowest point. This result shows that the environment of scenic area was maintained well and the managers should continue to preserve it. In additional, the entertainment factors should be considered to improve when this project of tea culture tourism is planning.

並列關鍵字

Culture of Tea ； Tourism Image ； Entertainment Activities

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