島嶼旅遊空間移動之決策機制分析－澎湖群島遊客個案探討

The Analysis on Tourists' Decision-Making to Island Tours-A Case Study of Penghu Islands

倪進誠(Chin-Cheng Ni)

《戶外遊憩研究》 13卷4期 (2000/12) Pp. 27-49

https://doi.org/10.6130/JORS.2000.13(4)2

摘要

澎湖群島是台灣地區的一個島嶼地區，由於自然和人文旅遊資源豐富，於是成為台灣地區著名的旅遊聖地。本研究透過質性參與觀察為主、實証問卷調查為輔的多元方法互補應用，發現由於島嶼的空間特性，使得遊客在進行島嶼旅遊時受到外在作用力的侷限極大，對於旅遊的可自主掌握程度降低，形成特殊的決策機制。剖析這個機制，其受到外在政治、經濟、社會大環境的影響，這些外在環境事件剛發生後的“衝擊期”，會對遊客造成顯著的影響程度。另外，若以遊客為旅遊的主體，可以得到兩個向度的發現：(1)從不同遊客“個體”來看－隱然浮現有個人最具關鍵的影響因子，如未曾到訪、遊伴、時間等，也有可能自己不是擔任旅遊的啟動者，其決策權部分轉移到他人身上。(2)從整個遊客“群體”來看－可以發現旅遊活動的成行，所經歷的決策因子很多，除了和上述不同遊客的個人決策因子有關之外，當面對眾多同行遊客不同的情況時，旅遊活動的“啟動目的（或啟動者）”便成為了相當重要的角色；因此，本研究特別指明及分析啟動目的（啟動者）的角色是了解遊客旅遊空間行為移動的重要指標。此外，島嶼對於遊客的國內旅遊歷程來說，是一個不輕易選擇的地點，或是一個排行較低的據點，也就是說它常會列在遊客“尚未去過”地點的名單中。最後，本研究也在“再次空間移動”與“再遊意願”做了一深刻的比較，發現兩者有頗大的差距；然而對於觀光空間經營管理有實質影響的是“再次空間移動”之可能性，而非過去慣用的“再遊意願”之調查。

關鍵字

島嶼旅遊 ； 空間移動 ； 決策 ； 澎湖

並列摘要

Penghu, formerly known as the Pescadores Islands by the European, is located off the western coast of Taiwan. Owing to its abundant recreational resources, Penghu is very suitable for tourism development. Through participation observation and questionnaire survey, we can obtain accurate information about the specified decision-making of tourists. Analyzing the mechanism of tourists' decision-making, we can find the two facts. One is that the 'individual' tourist has a dominated factor to decide whether to go, including experience, accompanies, or time etc.... The other is that the tourists 'group' has the most important purpose to act out, so the analysis on acting purpose and coordinator is very meaningful. One of the research findings is that island destinations, Penghu islands, are usually located on the lower priority to travel for mainland Taiwan's tourists, because their sites are remote. For some tourists, they take tours also influenced by the political, economic, or social policies and events while had been just happened. Finally, we compare the differences between 'one more spatial movement' and 'one more visiting intention', the former is really benefit for the tourism resource management in Penghu.

並列關鍵字

Island tours ； spatial movement ； decision-making ； Penghu

參考文獻

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