- 學位論文
以方法目的鏈探討自助旅行者其價值內涵
An Exploratory Study on The Goal Value for Backpackers : A Mean-End Chain Approach
摘要
有別於一般旅遊，自助旅行是近幾年非常熱門的新興旅遊形式之一。本研究以方法目的鏈理論，對40位自助旅行者進行一對一階梯式深度訪談，並逐步由低階具體層級至高度抽象層級，依照屬性、結果及價值之定義歸納出自助旅行者其最終目的及價值內涵，最後繪製出價值階層圖加以分析，以瞭解自助旅行者之需求、要素強弱程度、主要焦點、最高價值及整體連結之特性。研究結果發現：主要屬性以自由與旅遊資訊為多數者考慮的要素；主要結果為體驗當地文化與自主性；難忘回憶與安全感為自助旅行者追求之主要價值目標。此外，本研究亦發現以性別為區隔之下，男性與女性自助旅行者追求之價值差異為：女性以追求安全感為主要價值目標，男性則重視旅行過程之新鮮感。
並列摘要
Backpacking is a special and popular traveling type, recently. Unfortunately, there are rarely literatures focuses on backpackers’ personal values. Therefore, in this study, Means-End Chain theory is adopted to investigate 40 backpackers with in-depth interview by Soft Laddering. Finally, the Hierarchical Value Maps are described by Implication Matrix from the data of soft laddering. According to the HVMs analysis, the significant chains show that what elements (attributes, consequences, and values) are backpackers desired. The results of this paper are following: 1. The main attributes/consequences/values for backpacks are “Freedom (A)” and “Searching and collecting information of traveling (A)”; “Experience culture (C)” and “Autonomy (C)”; “unforgettable memories (V)” and “Sense of security (V)” 2. Besides, the segmentation HVMs based on gender shown female backpackers always most focus on “Sense of security (V)” but male care about “Fresh (V)”.