數位旅遊照片與遊客體驗之初探

本研究目的為探索數位旅遊照片於遊客旅遊體驗過程的角色，透過深度訪談法收集22位遊客資料，採用內容分析法進行資料分析，研究發現在旅遊前計畫階段，遊客為獲得旅遊照片紀錄體驗而準備相機；於旅遊渡假地現地階段，遊客經由拍照過程展現自我體驗主觀性，透過旅遊地情境與旅遊同伴互動能豐富拍照體驗，且瞬間影像獲得是最佳體驗來源；最後旅遊回憶體驗階段，數位照片功能提供遊客重新體驗旅遊地情境氛圍，且分享及應用旅遊照片於生活中。上述資料可以銓釋數位旅遊照片可能是連結整個旅遊體驗的重要媒介。據此，建議旅遊服務提供者可運用遊客重視旅遊照片能連結旅程前及回憶階段之體驗特性，作為旅遊渡假地吸引力促進之參考方式。

關鍵字

旅遊地意象；旅遊照片；遊客體驗

並列摘要

The purpose of this study is explored the digital tourism photograph on tourist experiences multi-phase. Data were collected through in-depth interview with 22 tourists. Using content analysis method, the findings revealed that tourists carried a camera prepare for take tourism photograph on destination in the anticipation phase. On site phase, they emerged subject experience, grabbed moment image, and liked interaction with their company. In the recollection phase, most tourists liked to share their tourism experiences with others through the digital photograph. The study highlighted the tourism photograph played an important in tourists experiences phase. Hence, the study suggests tourism service managers might apply these findings to create or promotion destination image.