消費者觀點之旅遊意像管理：以九份瑞芳地區旅遊意像建構為例

The Research of Tourism Image Management on Consumer Perceived Viewpoint: A Study on Jioufen Rueifang

黃慧新(Hui-Hsin Huang)

《經營管理論叢》 7卷1期 (2011/06) Pp. 37-49

https://doi.org/10.6872/OMR.201106_7(1).0003

摘要

由於旅遊意像為消費者在進行旅遊決策時首先浮現之主觀認知，並深深影響旅遊決策行為，對於旅遊地區策略管理與發展極具重要性。而意像本身屬於消費者心理層面特質，通常不具架構性，因此本研究採用探索受測者心中概念背後隱藏意義的「隱喻誘引法」，讓受測者自己篩選出心中具代表九份瑞芳旅遊地區感受之圖片，並透過「隱喻」說明其代表意義和背後意涵，最後進行「構念抽取」以連結到最高層次的價值意義。結果發現，九份瑞芳多呈現歷史意涵之旅遊意像，心理評價部分以正向和中立評價為主，但擁擠和壓力支付面心理評價，是未來進行旅遊規劃時需要注意與改進重點。

關鍵字

旅遊意像 ； 九份瑞芳 ； 隱喻誘引法

並列摘要

The tourism image is the subjective cognition which emerges in the tourism decision and plays an important role on tourism behavior. Also tourism image is a kind of psychological process. Therefore this research use ZaltmanMetaphor Elicitation Technique method to elicit the concept of Jioufen Rueifang tourism image from the subjects. Thus this study requests interviewee to collect these photos which can be considered as a representation Jioufen Rueifang tourism image in their mind. Through the ＂Metaphor process＂, subjects figure out the meaning of photo they perceive. As the result, it presents historical tourism image of Jioufen Rueifang and the positive or neutral judgment as the main part. The crowded and pressure psychological image can be solve through the leisure policy making.

並列關鍵字

Tourism Image ； Jioufen Rueifang ； ZaltmanMetaphor Elicitation Technique