- 學位論文
導覽解說內容策略之研究-以臺灣觀光工廠為例
A Study on the Tourist Guiding and Interpretation Content Strategy -An Example of Taiwan Tourism Factories
摘要
近幾年臺灣觀光產業蓬勃發展，而觀光工廠型態的多元性吸引大量的遊客前往旅遊，也造就了許多的商業機會，在觀光工廠的遊程中，導覽解說是相當重要的一環，在臺灣觀光局對觀光工廠觀光推廣的宣傳中便認為觀光工廠的首要特色在於觀光工廠的獨特主題及具美感的景觀環境，而廠區內有針對製程、文化呈現及DIY的介紹解說則被列示為觀光工廠旅程的第二特色，導覽解說被視為是增進遊客體驗滿意度的觀光工廠服務項目之一，本研究欲想了解廠商在導覽解說流程設計與流程體驗所使用的元素是什麼，以及在遊客參與完行程後喜愛的元素是什麼，再經過專家的經驗分享，最後經過三角交叉檢測（triangulation）分析，透過比較廠商、遊客及專家對於觀光工廠導覽行銷策略之看法，以得到較為全備的觀光工廠導覽行銷策略之洞見。研究結果發現臺灣觀光工廠導覽解說的策略四大導覽元素：場域、服務體驗、產品與品牌及故事，及19個臺灣觀光工廠常用的導覽敘事元素最後產生了感性—商業性、感性—非商業性與理性—商業性三大敘事策略，並分析出有9項令遊客感到印象深刻，甚至喜愛的，契合度為47.37%，最後，專家提出了科技化、客製化及國際化三大方向，是未來觀光工廠導覽內容設計中，可以努力的方向。
並列摘要
In recent years, Taiwan's tourism industry has flourished, and the diversity of tourist factories has attracted a large number of tourists to travel, and it has also created many business opportunities. In the tour of the tourism factory, the guided commentary is a very important part in Taiwan. The Tourism Bureau’s publicity on the tourism and tourism of tourism factories is that the main feature of the tourism factory is the unique theme of the tourism factory and the beautiful landscape environment. The introduction and explanation of the process, cultural presentation and DIY are listed as tourism. The second feature of the factory journey, the guided tour is considered to be one of the tourism factory services that enhances the satisfaction of the visitor experience. This study is intended to understand what the elements of the process are used to guide the process design and process experience, and what elements are preferred after the visitors have participated in the trip, and then share the experience of the experts, and finally undergo triangulation. The analysis provides insights into the more comprehensive tourism factory marketing strategy by comparing the views of manufacturers, visitors and experts on the marketing strategy of the tourism factory. The results of the study found that the four guiding elements of the Taiwan Tourism Factory's guided tour of the strategy: field, service experience, products and brands and stories, and the navigational narrative elements commonly used in 19 Taiwanese tourism factories finally produced a perceptual-commercial, perceptual - Non-commercial and rational-commercial three narrative strategies, and analyzed 9 items that impressed visitors, even loved them, with a fit rate of 47.37%. Finally, experts proposed technology, customization and internationalization. The three directions are the direction in which the future tourism factory guides the content design.
參考文獻
延伸閱讀
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