台南老屋觀光遊客屬性、旅遊動機與認同度之研究

Characteristics, Traveling Motivations and Place Identity of Tainan Heritage House Tourists

李蓓芬(Michelle Bey-Fen Lee) ； 吳文凱(Wen-Kai Wu) ； 蔡坤宏(Kuen-Hong Tsai) ； 李育如(Yu-Ru Lee) ； 賴羽珊(Yu-San Lai) ； 張凌敏(Ling-Ming Chang) ； 趙芳瑜(Fang-Yu Tsao) ； 李柏翰(Po-Han Lee) ； 林雅文(Ya-Wen Lin)

《華醫學報》 40期 (2014/06) Pp. 123-140

摘要

以前，老房子常被貼上「破舊、落後、髒亂、荒蕪」等負面標籤。然而，近年來台南「老屋觀光」卻蔚為風潮。本研究探討台南老屋觀光之發展狀況，並了解老屋觀光的遊客屬性、旅遊動機與旅遊認同度。在「2012老屋欣力－體驗路線」的29處景點發放問卷收集資料。主要研究發現包含：（一）、台南老屋觀光遊客以女性、21-29歲、大專院校、學生的人數居多；（二）、台南老屋觀光資訊來源以親朋好友介紹及網路資訊為最多；（三）、台南老屋觀光的主要動機依序為放鬆心情;增添生活樂趣、欣賞老屋建築美學、享受空間生活美廠及親友的邀約；（四）、遊客最認同台南老屋是值得推薦的觀光景點、是台南重要的文化資產、能加深遊客對台南的印象、保有台灣本土特色；（五）、不同屬性遊客在台南老屋旅遊動機與認同度上有顯著差異。

關鍵字

老屋觀光 ； 老屋活化 ； 老屋再生 ； 旅遊動機 ； 認同度

並列摘要

Old houses are often labeled ＂shabby＂, ＂messy＂, ＂lag-behind＂, and ＂abandoned＂. However, Tainan old houses have turned into heritages and been popular in recent years. This study explored the evolution of Tainan heritage house tourism, and further discussed the demographic characteristics, traveling motivations, and place identity of Tainan heritage house tourists. Major findings of the study include: (1) Tainan heritage house tours were most popular with the female, 21 to 29 year-old, college educated, and students; (2) travel information sources of Tainan heritage house tours were mainly from tourists' friends or family members and the Internet; (3) major traveling motivations of Tainan heritage house tourists were relaxing, having fun, appreciation of buildings, enjoying life space, and invitations from friends or family members; (4) tourists most agreed that Tainan heritage houses were worth recommending, important culture property of Tainan, impressive tour image, and preserving Taiwan local specials; (5) traveling motivations and place identity were significantly different based on tourists' demographic factors.

並列關鍵字

heritage house ； heritage tourism ； traveling motivation ； place identity