深度旅遊探討

In-depth Tourism: An Exploration

張文媛(Wen-Yuan Chang)

指導教授 ： 范振德

嶺東科技大學/商管學院/觀光與休閒管理系碩士班/碩士(2021年)

摘要

新型冠狀病毒肺炎傳染性疾病（新冠肺炎、COVID-19）疫情竉罩全球，礙於社交距離及不能群聚之防疫政策，直接促成民眾發展戶外休閒活動，大眾化的走馬看花行程，已經無法滿足消費者的需求，深度旅遊之需求甚囂塵上。本研究首先藉由次級資料分析法及半結構式深度訪談法蒐集有關食、宿、遊、購、娛等深度旅遊之關鍵語彙，次以5W1H分析法萃取及Atlas.ti編碼，最後分別以詮釋結構模式（ISM）、層級分析法(AHP)及局部灰關聯度(LGRA)得到深度旅遊之關鍵語彙各構面體驗詮釋結構模式及其評估準則；俟經LGRA分析，可得各階層準則下之深度旅遊體驗排序。食、宿、購、娛各個構面深度旅遊分析，分別以食藝文化、精神交流、在地產品及性靈回歸最為重要；而遊的深度旅遊體驗分析，可得行前準備、體驗教育、回憶踐行及重遊意願之循環模式。本研究對深度旅遊探討對旅遊業者提出具體建議及憑參。

關鍵字

休閒活動 ； 詮釋結構模式 ； 層級分析法 ； 局部灰關聯度 ； 體驗教育

並列摘要

Since the epidemic of coronavirus pneumonia infectious disease (COVID-19) has been shrouding the world and being limited by the policies of social distance and epidemic prevention. Those directly promoted the upsurge of people to develop outdoor leisure activities in the suburbs and wilderness. Such special geographical environment, abundant leisure and tourism resources and unique culture of the aborigines that allows Taiwanese to wander in the embrace of nature and experience diversity. Thus, In-depth tourism has become a more attractive tourism model. This research first collects in-depth tourism research data through secondary data analysis and semi-structured in-depth interviews, then extracts the key vocabulary with methods of 5W1H sorting and Atlas.ti coding, and finally uses the analysis methods of Interpretive Structure Model (ISM), Analyzed Hierarchical Process (AHP) and Local Grey Relational Analysis (LGRA) to obtain the dimensions and criteria of the in-depth tourism in the fields of food, lodging, travel, shopping, and entertainment respectively. The most important dimensions are Arts and Culture, the spiritual communication, local products and return to spirituality. The cycle model of In-depth tourism experience consists of preparing to travel, experiencing education, recalling practice and revisiting intention. This research provides specific suggestions and references for the In-depth tourism discussion to the tourism industry.

並列關鍵字

Leisure activities ； ISM ； AHP ； LGRA ； Experience education

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