旅遊的想像與真實～從遊客經驗解讀媒體建構的地方意象

Imagination and Reality of Traveling~The Study of Tourists Views Regarding Media Construct on Place Images

李君如(Chun-Ju Li) ； 廖嘉瑜(Chia-Yu Liao)

《島嶼觀光研究》 3卷2期 (2010/06) Pp. 1-25

https://doi.org/10.29859/JITR.201006.0001

摘要

媒介觀光Media-related tourism意指媒體將某地以書籍、作者、電視節目和電影的方式呈現，將特定景點塑造爲具有故事性、吸引觀光客前往體驗的一種手法。雖然電影的主要意圖並非誘使人們去參觀此地，但它卻增強了觀眾對電影中這個地方的認識，提高觀光吸引力和收益性。尤其近年韓國以影視打入台灣市場，已然引發一波「韓劇觀光」的新潮流。本研究以曾赴韓的旅客爲深入訪談的對象，藉由旅客的旅遊經驗，探討媒體如何影響地方意象的建構過程。研究發現韓劇確實會影響受訪者對地方的印象、消費行爲及旅遊體驗。在印象方面，韓劇將韓國人的生活面貌呈現，建立對韓國印象的管道、加強既有的印象或改變原來負面的印象；在消費行爲方面，韓劇在不同故事情節、識別標誌及演員的包裝下，吸引受訪者對劇中不同內容物的興趣，進而影響消費；媒體所造成的觀光效應在有無觀看韓劇的受訪者身上有極大的差異，對韓劇場景的期待與感受也有所不同，因而建構不同層次的旅遊體驗。

關鍵字

韓劇 ； 媒體效應 ； 媒體／電影觀光

並列摘要

Media-related tourism comprehends its concept behind the places through the products of hooks, authors, TV programs and films; it is also an effective way to attract tourists from around the world to visit the places. Although the primary intentions of the movies were not to attract people to visit their places, the films really have enhanced the awareness, attractiveness, and profitability of the locations. With the recent export of Korea TV dramas, it has now become one of the tourism sensations in Taiwan, called ”Korea TV drama tourism”, which has also boosted Korea tourism successfully. This paper used in-depth interviews of Taiwanese tourists who have recently visited Korea and were predominately attracted by Korean TV dramas to create recommendations on how other countries developed their media related tourism. The study indicated that Korean TV dramas have great influences on interviewees' perceptions, consumers' behavior and tourists' experience of the image to a place. Korea TV dramas have enhanced the image and turned negative into good by presenting the lifestyle of Korean to audiences. Packaging through various story plots, icons and well-known actors, Korea TV dramas have successfully attracted consumers and affected their consuming behavior. What is more, the result of the survey revealed that the media effect has been exerting the significant influences on tourism destination expectation and preference, especially for those who have watched the TV dramas, so as to develop different levels of tourism experiences of tourists. However, the majority of interviewees have shown little interest to revisit, which has also manifested its short-lived tourism effect.

並列關鍵字

Media-related tourism ； Korean TV Dramas ； Film-induced tourism ； Movie tourism

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