長江文藝景觀認知與旅遊體驗偏好之調查研究

長江是中華民族的代表性符號和中華文明的標誌性象徵。著力發揮文化和旅遊進一步推動文化和旅遊發展提質增效，深度融入長江流域經濟社會發展總體佈局，立足文化賦能、旅遊帶動來努力推動長江文藝景觀旅遊的高品質發展，是關係社會文化發展全域的重大策略。因而，在目前國家政策的支持與社會需求下探討大眾對於長江文藝景觀認知、打造方式與旅遊體驗重要性，對於促進文旅融合發展問題具有非常重要的理論價值與現實意義。本研究目的，是為了了解大眾對於長江文藝景觀的認知、旅遊驅動因素，以及體驗重要性偏好，以問卷調查為研究方法，共回收303份問卷，其中302份為有效問卷，1份為無效問卷。研究結果顯示，不同年齡層與職業對於長江文藝景觀體驗的重要性偏好有顯著差異。長江文藝景觀的美觀性是大眾最為重視的體驗要素，主題公園則是大眾最偏好的景觀類型。大眾對於長江文藝作品喜好與認識度較低，建議文旅相關部門重視此問題，通過新聞或社群媒體力量提升大眾對於長江文藝景觀的了解，並利用影視作品打造長江文藝景觀有助於提升大眾對長江文化與景觀的認知與喜好程度。

關鍵字

長江；文藝景觀；旅遊體驗

並列摘要

The Yangtze River is the representative symbol of the Chinese nation and Chinese civilization. It is an important strategy for the whole social and cultural development to give full play to culture and tourism, further promote the quality and efficiency of culture and tourism development, deeply integrate into the overall layout of economic and social development in the Yangtze River basin and strive to promote the high-quality development of literature and landscape tourism in the Yangtze River based on cultural empowerment and tourism. Therefore, under the current support of national policies and social needs, it is of great theoretical value and practical significance to discuss the importance of the public's understanding of the cultural landscape of the Yangtze River, the ways of creating it and the importance of tourism experience. The purpose of this study was to understand the public's cognition of the cultural landscape of the Yangtze River, the driving factors of tourism, and the preference for the importance of experience. A total of 302 valid questionnaires were collected by questionnaire survey. The results show that different age groups and occupations have significant differences in preference for the importance of the experience of the Cultural Landscape of the Yangtze River. The aesthetics of the literary landscape of the Yangtze River is the most valued element of the public experience, and the theme park is the most preferred landscape type. The public's preference and understanding of literary and artistic works of the Yangtze River are low, so it is suggested that relevant departments of culture and tourism pay attention to this problem, improve the public's understanding of the literary and artistic landscape of the Yangtze River through the power of news or social media, and create the literary and artistic landscape of the Yangtze River by using film and television works to improve the public's cognition and preference of the culture and landscape of the Yangtze River.