環境線索與訊息-觀光客對於淡水老街的意象詮釋

Environmental cues and messages - A study of tourist’s interpretation of images from Tansui old street

王志揚(Chih-Yang Wang)

指導教授 ： 劉綺文

淡江大學/工學院/建築學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00268

摘要

社會中存在著許多環境相似度高的店家，人處於內容相似度極高的環境中是如何決定其所要選擇的店家與透過什麼做下決定，解讀環境過程中是根據什麼因素，其背後的意義是代表什麼。當人接觸到一個場景，隨即會在腦中產生一個圖像，會在言語傳達時立刻連結那畫面、即環境意象。研究動機以人在性質相似度高的環境中，如何決定環境、根據什麼線索與訊息解讀環境與做出選擇。

研究對象為環境因素豐富且多樣化的淡水老街，老街中店家多以高相似性質的樣貌存在。本研究透過訪談的方式，分析遊客如何解讀淡水老街、根據什麼線索與訊息解讀、線索與訊息背後的意義為何。由遊客認知中找出何謂淡水老街、真正的淡水老街，而遊客所指出的淡水老街與實際上淡水老街的意義是否有落差。老街中的環境線索是如何傳達，透過什麼訊息來提供選擇與解讀，影響解讀的要素是什麼。

從訪談遊客解讀環境的紀錄內容、經過本研究的分析與歸類，得知即使透過不同的訪談問題設定，遊客通常會以七種環境線索解讀環境。本研究分析與歸類過程中，發現受訪者的語意包含著正負面感受、與不同程度的環境刺激性感受，由感受分佈圖表示現在遊客在淡水老街中的感受情況。

淡水老街在觀光快速發展，與外來文化及在地文化的融合下，呈現出一個新的樣貌。觀光與外來文化打破遊客對於環境的認知，顯示遊客對淡水老街的期望，產生新的淡水老街意象。

關鍵字

環境意象 ； 環境線索 ； 環境意義 ； 環境感知

並列摘要

In the society, there are many highly similar stores. In the extremely similar environments, how do people select the stores and make the decisions? What are the factors in the interpretation of environment? What is the significance? When people encounter a scene, they will have the image in mind and connect with the scene immediately in the communication. It is called environmental image. This study is to find how people select the environment among the extremely similar environments, and what the cues and information are to interpret the environments and make the decision.

The subject is Tansui Old Street, which has rich and diverse environmental factors. On the street, there are many highly similar stores. By interview, this study tries to find how the tourists interpret Tansui Old Street, what the cues and information are, and what the significance is. According to the tourists’ cognition, the researcher intends to recognize the real Tansui Old Street, and attempts to find the difference between Tansui Old Street suggested by the tourists and the significance of the Tansui Old Street. How are environmental cues on the old street communicated? What is the information for the selection and interpretation? What are the factors of interpretation?

After analyzing the record of the tourists’ environmental interpretation in the interview, this study finds that with different questions, the tourists usually interpret the environment by seven environmental cues. The analysis and generalization demonstrate that the subjects’ meanings include positive and negative feelings, as well as different degrees of perceived environmental stimulus. The distribution of feelings shows the tourists’ perception on Tansui Old Street.

With rapid tourism development and combination between foreign and local culture,
Tansui Old Street presents a new look. Tourism and foreign culture break through the tourists’ environmental cognition, demonstrating the tourists’ expectation toward Tansui Old Street and leading to a new image of Tansui Old Street.

並列關鍵字

environmental image ； environmental cues ； environmental meaning

參考文獻

2011 〈淡水中正路老街行為場域與環境意義〉《淡江史學》第二十三期抽

Appadurai, Arjun

Barker, R.G.

from the Midwest Psychological Field Station：213-228. Stanford, CA:

Barker, R.G., P. Schoggen