觀光體驗對形塑意象影響之研究-以2008年北京奧運台灣地區參與者為例

Influential Effects of the Image-forming Process by the Tourism Experiences─A Case Study of 2008 Beijing Olympic Taiwan Participators

黃智彥(Chi-Yen Huang)

指導教授 ： 李晶

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2009年)

摘要

近代奧運會影響力與日俱增，已成為政治、經濟、科技、文化、教育各領域規模最盛大的活動。本研究之目的為探討觀光體驗對遊客意象形塑之影響，和北京奧運官方形塑意象與遊客意象間之差異。以2008年北京奧運遊客之觀光體驗為基礎，採取Schmitt (1999) 提出之策略體驗模組為觀光體驗測量依據，並依空間、時間、情感、關係、價值五項構面衡量參與者之奧運意象認知差異，進一步實證體驗與意象間關聯。本研究以半結構式深度訪談法為主要研究工具，對象設定為2008年北京奧運台灣地區參與者，包括競賽運動員、工作人員以及遊客三項類別，受訪者共計八位。成果可供未來舉辦國際大型賽會，或後續體驗與遊客意象相關研究參考。研究結果發現：
一、觀光體驗內涵隨參與身份類別不同將產生差異，各面向有強弱之分。
二、形塑意象認知差異，主要存在於空間意象中綠色奧運部份，以及價值意象中精神口號部份。
三、觀光體驗對遊客意象之影響以感官和情感體驗為主。
本研究並針對未來相關國際大型運動賽會主辦單位提出以下建議：
一、於申辦前訂定整體環境規劃執行進程以獲取足夠發展時間
二、認同感相關議題需謹慎操作
三、建議斟酌轉播單位與現場觀眾間的平衡點

關鍵字

北京奧運 ； 官方體驗 ； 意象

並列摘要

The impact of modern Olympic games has become phenomenal in the 21st century. Not only representing sports festival in ancient times, Olympic games symbolize the most important events of politics, economy, technology, culture and education. The purposes of this research are analyzing and discussing the tourism experiences, perception and differences according to the image-forming process of 2008 Beijing Olympic Games. The research model is developed by Schmitt (1999) which not merely studies tourism experiences, but also uses five structures to evaluate tourists’ and hosting countries’ image of Beijing Olympic. The five structures represent spatial, time, emotion, relationship and value. Half-structured depth interview is the main tool of this research. Subjects were athletics, tourists and staffs. There were eight participants. The results of the research are as follow:
1. With strong and weak aspects, tourism experience differences exist between different types of participants.
2. The Perception differences between tourists and hosting countries mainly exist on the “green Olympic” of spatial images and slogans.
3. Perceptional and spiritual experiences cause the most impacts on the tourist image-forming process.
The study also provided the following suggestions:
1. To guarantee enough time, hosting countries or cities should establish the macro-environmental forming plans before the entire applying process.
2. Hosting countries or cities should propose related documents about “Identification” carefully.
3. Hosting countries or cities should appraise the balance between the broadcast company and the on-site audiences.

並列關鍵字

Beijing Olympic Games ； Tourism experience ； Image

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