從旅者上傳照片解析目的地意象-Q方法論

Applying Q Methodology in Developing Destination Images from the Traveller Generated Photographs

溫德意(Win Theingi)

指導教授 ： 曾永平

國立暨南國際大學/管理學院/觀光休閒與餐旅管理學系/碩士(2022年)

https://doi.org/10.6837/ncnu202200288

摘要

本文探討日月潭（Sun Moon Lake, SML）之旅遊目的地知覺意象，並建立日月潭觀光圈（SML Tourism Circle, SMLTC）之旅遊目的地品牌形象。據此，本文藉以遊客所產生之圖像（Traveler-Generated Image, TGI），進行 Q 方法（Q methodology），該方法可將量化方法與質性研究之解釋相互結合。在本文之日月潭觀光圈20位權益關係人中，要求其將所蒐集圖像照片由+4（最具吸引）到 -4 （最不具吸引）進行排序，並詢問其選擇原因，再應用PQ Method統計軟體進行分析，研究結果歸納出日月潭觀光圈的三種旅遊型態，分別為（1）登山健行親近大自然的戶外體驗、（2）在地人文景觀特色體驗、（3）參與活動賽事，並享受高端住宿，與在地美食的遊程，本文即基於此發展其品牌圖像。

關鍵字

旅遊目的地知覺意象 ； 遊客所產生之圖像 ； Q 方法

並列摘要

This paper investigates the perceived destination image of Sun Moon Lake (SML) and develops the projected destination brand image for SML Tourism Circle (SMLTC). This paper uses traveller-generated image (TGI) to conduct Q methodology approach. Q methodology is a combination of a quantitative approach with the interpretation of qualitative research. 20 stakeholders of SML-TC are asked to Q sort using a photograph from score +4 to -4, and then why they choose are asked. Next, PQ method software is applied for Q method analysis and three distinct factors have resulted - three types of attributes are identified as SML perceived image: (1) - mountain climbing and hiking, (2) - local landscape and culture, (3) - participating in sport events plus high-end accommodation. A projected image and brand are developed based on these attributes.

並列關鍵字

Destination image ； Traveller generated image ； Q method

參考文獻

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