文化差異對旅遊體驗之影響：以鹿港國際觀光客為例

The Impact of Cultural Differences on Travel Experience： A Case Study of International Tourists in Lukang

許玉音(Yu-Yin Hsu)

指導教授 ： 葉明亮

國立暨南國際大學/管理學院/經營管理碩士學位學程在職專班/碩士(2012年)

https://doi.org/10.6837/NCNU.2012.00077

摘要

「一府、二鹿、三艋舺」這句台灣諺語，描述鹿港古都在台灣開發史上的重要地位，鹿港也代表著「臺灣文化的縮影」。2006年彰化鹿港榮獲「319微笑之鄉」票選第一名；觀光局也將鹿港列為「競爭型國際觀光魅力據點」，2012年龍年「臺灣燈會」更在鹿港盛大舉行，接著2012年台灣「十大觀光小城」選拔，鹿港皆獲得專家及遊客的肯定而入選上榜。近年來，鹿港更是國際旅客體驗臺灣傳統文化必遊之地。本研究因而以鹿港國際觀光客為例，依據食、宿、行、遊、購、娛、育、美等八大旅遊產品作為旅遊資源的體驗媒介，進而瞭解文化差異對鹿港旅遊體驗的影響。
本研究透過多重個案並藉由質性的深度訪談和參與觀察的研究方法，發現鹿港國際觀光客可區分為五大旅遊動機類別，分別為「異國文化體驗」、「品嘗美食小吃」、「宗教信仰觀光」、「懷舊情感交流」和「外出休閒放鬆」。尤其對於「異國文化體驗」、「品嘗美食小吃」這兩項的旅遊體驗印象最深，這顯示遊客對於尋求地方特色與美食文化的強烈動機，發現差異記住臺灣。因此，創造鹿港品牌意象的體驗價值已成為感動觀光客的最佳選擇。
以上結果最後整合了五個面向，依人、文、地、產、景等五大類提出建議，並期許中央與地方資源互相結合，鹿港的觀光應以打造軟人才為主要的核心價值，架構外語的旅遊友善環境與專業的服務態度，以邁向國際化與永續經營的觀光策略發展，才能吸引更多國際觀光客來鹿港暢遊並體驗優質的文化觀光之美。

關鍵字

國際觀光客 ； 文化差異 ； 旅遊動機 ； 旅遊體驗 ； 文化觀光

並列摘要

The Taiwanese saying “First-Tainan, Second-Lukang, Third-Monga” described the importance of Lukang in Taiwanese history. Lukang was also the epitome of Taiwanese culture. In 2006, Lukang was voted the number one destination among the 319 Taiwanese townships. The tourism bureau also listed Lukang as one of the “Competitive International Tourist Attractions.” In 2012, the year of the dragon, Lukang was the host to the main Lantern Festival event in Taiwan. Professionals and tourists also choose Lukang as one of the top 10 Small Town Destinations in Taiwan. In recent years, Lukang has become the must-see destination for international tourists desiring to experience traditional Taiwanese culture.
This research gathered data from international tourists as subjects, and investigated the relationship of cultural differences on the experience of traveling in Lukang and had domains of food, accommodations, transportation, traveling, shopping, entertainment, education, and aesthetics as assessment areas of the tourist experience.
The research methods used were case studies, in-depth interviews and observations. International tourists can be categorized as having five different motivations for visiting Lukang. Those motivations were: experiencing exotic cultures, tasting local delicacies, touring religious sites, seeking nostalgic experiences and enjoying leisure activities. Out of these five, tourists were most motivated by “experiencing exotic cultures” and “tasting local delicacies.” Tourists were more motivated in seeking local characteristics and food culture, which leads to noticing the differences in cultures and remembering Taiwan. Thus, creating the value of experiencing the Lukang image is the best choice for motivating tourists.
With the above findings, this study integrated five different areas (people, culture, landscape, products and scenery) and made suggestions. Hopefully, the central government will work cooperatively with the local government. Lukang’s tourism development should primarily focus on the nurturing of talents, building a friendly environment for foreign visitors, and a professional service attitude, which will help promote the internationalization and sustainability of tourism and attract more international tourists to come and experience the beauty of Lukang.

並列關鍵字

International Tourist ； Cultural Differences ； Tour Motivation ； Tour Experience ； Cultural Tourism

參考文獻

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