秘境探險風潮：Instagram上的廢煙道迷因旅遊

「迷因旅遊」是在社群媒體上發生的景點爆紅現象，遊客模仿他人去的景點，並拍照再上傳，這些照片如同網路迷因一般被生產與傳播。水湳洞廢煙道是台灣新北市一個工業廢墟的一部分，2016年春天，廢煙道爆紅，大量遊客列隊前往、拍照上並傳Instagram，是台灣本土具代表性的迷因旅遊案例。本研究旨在深入探討秘境景點「廢煙道」的爆紅現象，以了解廢煙道遊客如何再現景點，有什麼樣的觀光凝視及旅遊經驗。本研究搜集從2014年8月至2021年2月的3826張含有「廢煙道」標籤的Instagram公開貼文進行文本分析，得到以下發現。首先，廢煙道遊客生產的迷因乍看相似，實際上則有多種不同風格類型，個人旅遊經驗透過使用者的展演，演化成各式各樣的迷因變體。其次，廢煙道熱潮快速消退的現象的主因是新北市政府的禁令，但本研究認為，廢煙道迷因在網路上銳減的另一個原因，是其涉及的觀光倫理爭議，導致迷因性質由正向改變為負面。第三，廢煙道遊客是Jansson （2020）所說後觀光的跨媒體遊客，廢煙道作為秘境景點在物理上遺世獨立，但使用者透過社群媒體連結的特性，使它與其他領域連結（如時尚、專業攝影等）。最後，本研究受John Urry於1990年提出的觀光凝視理論啟發，完成研究後，有以下兩小點與Urry不同的觀點。其一，觀光凝視過度強調視覺，本研究在使用者貼文中發現其他人體感官、喜怒哀樂、個人情感等非純視覺的感受，及遊客透過旅遊經驗產生的省思。其次，跳脫一致的視覺框架後，本研究發現迷因旅遊是一個非定向的、多元的，沒有固定機制引導的一種旅遊活動，遊客有自主性及創造力等後觀光的特質，相對於Urry提出的商業化旅遊機構和實踐之下的凝視，遊客在自媒體中的展演變成新型態、以個人為基礎的凝視建構。

關鍵字

迷因旅遊；秘境；廢煙道；觀光凝視；後觀光

並列摘要

“Meme tourism” is a phenomenon where some tourism attractions go viral on social media, tourist imitates other people’s destination to take photos and upload them. These photos are produced and disseminated like Internet memes. Shueinadong Flue-Gas Stack is part of an industrial ruin in New Taipei City, Taiwan, and it was seen as a secret place by urban explorers. In the spring of 2016, the Flue-Gas Stack became popular. A large number of tourists visited there in droves, shared their photography on Instagram. It is a representative case of meme tourism in Taiwan. This study collected 3826 public posts on Instagram with the hashtag of “廢煙道(flue-gas stack)” from August 2014 to February 2021 for textual analysis, and lead to the following conclusion. Firstly, the memes produced by Flue-Gas Stack tourists look similar, but in fact there are many different styles. Users’ personal travel experiences evolved into a variety of meme variants through their performance in social media. Secondly, New Taipei City Government re-regulated Flue-Gas Stack, and this is the main reason why the tourism trend ended quickly. However, this study find another reason for the sharp decline of Flue-Gas Stack memes on Instagram is the tourism ethics controversy involved in this case. The memes changed from positive to negative. Thirdly, Flue-Gas Stack tourists are transmedia tourists of post tourism (Jansson, 2020). Flue-Gas Stack is a secret spot which is off the beaten path, but on social media, it is connected to other fields (such as fashion, professional photography, etc.) due to the social media hyperlinks. Finally, this research is inspired by the “tourist gaze” theory proposed by John Urry in 1990. In this research, there are two points that differ from Urry. First, tourist gaze overemphasizes vision. In the users’ posts, this research found other non-visual sensations such as other human senses, emotions, personal feelings, and the tourists’ reflections of the travel experience. Second, this study found meme tourism is a non-directional, diverse tourism activity with irregular mechanism. Tourists are autonomous and creative, and these are post-tourist’s traits. Compared with the tourist gaze in tourism industry proposed by Urry, self-media tourists form a new type of personal-based gaze construction.