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以方法目的鏈探討宗教觀光之價值－以艋舺龍山寺遊客為例
Taking the tourist of Mengjia Longshan Temple as an example to understand value of religious tourism: An analysis of Means-end chains method
摘要
宗教觀光與宗教的歷史密切相關，而圍繞著宗教資源所興起的觀光活動已成為目前熱門的旅遊素材。信徒的朝聖活動或非信徒的欣賞藝術、體驗節慶活動，都促使宗教觀光成為現代新興的多樣化旅遊趨勢。本研究以方法目的鏈中的軟式階梯法，訪談了40位在兩年內參與宗教觀光的民眾，探討遊客對宗教觀光的旅遊屬性價值連結。屬性為「參拜」等十項。結果階層為「得到神明庇護」等九項。價值階層為「幸福滿足」等五項。研究結果發現，在宗教觀光屬性階層中，受訪者所重視的程度由高至低分別為：1.周邊小吃特產2.參訪古老廟宇3.旅行社觀光行程4.參拜5.感受民俗節慶6.環境整潔放鬆心情7.艋舺商圈8.交通方式9.攝影繪畫題材10.慕名而來。結果階層中，受訪者所重視的程度由高至低分別為：1.促進人際感情2.得到神明庇護3.整潔清幽心曠神怡4.古蹟巡禮5.豐富旅遊行程6.享用美食7.便利易達8.享受購物樂趣9.完成藝術作品。價值階層中，受訪者所重視的程度由高至低分別為：1.娛樂趣味2.安心舒適3.幸福滿足4.歷史文化饗宴5.心靈歸屬。而最後得出三項最被宗教觀光客重視的價值路徑為：（1）安心舒適：C05便利易達→V03安心舒適。（2）娛樂趣味：C02促進人際感情→V05娛樂趣味。C08豐富旅遊行程→V05娛樂趣味。（3）幸福滿足：C03享用美食→V01幸福滿足。
並列摘要
Religious tourism is closely related to the history of religion, and the tourism activities that have arisen around religious resources have become popular tourist materials. The pilgrimage of believers or the appreciation of art by non-believers and the experience of festivals and events have all made religious tourism a modern and diversified tourism trend. This study interviewed 40 people who participated in religious tourism within two years by using the soft ladder approach of Means-end-chains method and explored the attributes of religious tourism and the connection between the results and values under tourists' expectation. The attributes are ten items such as ＂Worship＂. As a result, the stratum is nine items including ＂God's refuge＂. The value class is ＂happiness satisfaction＂ and other five items. The results of the study found that in the religious tourism attribute, the degree of importance paid by the interviewees from high to low were: 1. Nearby snack specialties 2. Visiting ancient temples 3. The itinerary of a travel agency 4. Worshiping 5. Experience of folk festivals 6. Clean and relaxing environment 7. The Bangka business district 8. Transportation 9. The subject of photography and painting 10. Come here for the fame. In the result attributes, the degree of importance paid by the interviewees from high to low are as follows: 1. Increasing interpersonal relationships 2. Obtaining blessing from the gods 3. Clean and relaxing environment 4. Historic site tour 5. Rich travel itinerary 6. Enjoying food 7. Convenient and easy to reach 8. Enjoy shopping 9. Complete art work. In the value attributes, the degree of importance paid by the interviewees from high to low are as follows: 1. Entertainment and fun 2. Peace of mind 3. Happiness and satisfaction 4. Historical and cultural feast 5. Spiritual belonging.In the end, the three value paths most valued by religious tourists are: (1)Peace of mind: C05 convenient and accessible→V03 Peace of mind. (2)Entertainment and fun: C02 Increasing interpersonal relationships→V05 Entertainment and fun. C08 Rch travel itinerary→V05 Entertainment and fun. (3)Happiness and satisfaction: C03 Enjoying food→V01 Happiness and satisfaction.