旅遊紀念品的形塑對地方經濟發展影響之研究

由交通部觀光局統計資料得知，來台從事觀光旅遊的遊客人數與購物消費金額逐年增加，顯示旅遊紀念品對旅遊地的經濟發展以及遊客的旅遊過程中扮演重要角色。本研究以居民觀點為主，將居民態度、地方意象、地方產業特色視為旅遊紀念品形塑的前置變項，並將地方依附與地方經濟發展作為後置變項，分析旅遊紀念品形塑的影響因素以及對地方經濟發展的影響效果。研究中以立意取樣的方式進行樣本抽樣，並以金門地區為研究範圍，共回收有效問卷384份。研究結果顯示，居民態度、地方意象與地方產業特色對旅遊紀念品形塑皆具有顯著影響，其中居民態度以認知與行為傾向影響程度較高，地方意象中以整合性影響程度較深，地方產業特色中地方產業與地方文化較為顯著；旅遊紀念品對地方依附及地方經濟發展亦具有顯著影響，其中在標誌性以及地方性產品對地方依附的影響效果較大；另外，旅遊紀念品中的圖像類、象徵性旅遊紀念品及地方性產品對於帶動地方經濟發展效果較為顯著。居民的社經背景不同對於居民態度、地方意象、地方產業特色、地方依附及地方經濟發展具有顯著差異：其中，居民年齡越大則越瞭解旅遊紀念品的重要性，而在地方依附上已婚者以及教育程度較高者，則越認同旅遊紀念品與當地地方的連接關係。

關鍵字

居民態度；地方意象；地方產業特色；旅遊紀念品；地方經濟發展

並列摘要

According to statistical data of the Tourism Bureau, there has been a gradual increase in tourist population who travel in Taiwan and the amount of money they spend on shopping, which shows that souvenirs play an important role in the economic development of the tourist destinations and in the travels of tourists. This study is based on the resident perspective, using resident attitudes, local images, and local cultural industry as the antecedent variables that shape travel souvenirs, using place attachment and local economic development as consequent variables, to analyze the factors that shape souvenirs and the effect on local economic development. The study conducted purposive sampling to acquire samples, using the Jinmen area as the research scope, and retrieved 384 valid questionnaires. Research results showed that resident attitudes, local images, and local cultural industry have a significant influence on shaping souvenirs. Among resident attitudes, perception and behavioral inclination have greater influence, and among local images, integrated influence is deeper, and among local cultural industry, local industry and local culture have more significant effect; souvenirs also has a significant influence on place attachment and local economic development, and among them, markers and local products have greater influence on place attachment. In addition, iconic and symbolic souvenirs and local products have more significant effect in motivating local economic development. Different socioeconomic backgrounds of residents show significant differences in resident attitudes, local images, local cultural industry, place attachment, and local economic development; among them, older residents better understand the importance of souvenirs, and in terms of place attachment, those who are married and have higher levels of education have a greater sense of identification with the connection between souvenirs and the locale.