社會距離對遊客之原住民觀光旅遊動機和行為意向的影響

Social Distance on Tourists' Motivation and Behavioral Intention of Indigenous Tourism

周佳蓉(Chia-jung Chou) ； 鍾佩伶(Pei-lin Chung)

《休閒與社會研究》 11期 (2015/06) Pp. 39-59

摘要

近年我國政府積極於原住民地區引入觀光，作為提振當地的經濟方案；然而現今的原住民觀光模式，並未如預期引來文化學習之遊客，卻反對原住民自主性與文化有所衝擊。本研究以「社會距離」探討其對遊客在原住民觀光旅遊的動機與旅遊行為意向之影響性。經回收205份網路問卷調查後，發現整體填答者的主要動機為「新奇尋求」之探訪自然山林美景，及親自看到原住民生活樣貌的「真實性」；而「社會互動」的動機較低。根據社會距離可將填答者分為三群組，發現低群組偏好自然景色與文化瞭解、中群組偏愛真實性與體驗、及高群組偏向社會互動與融合。旅遊行為意向上，低群組偏好生態之旅與原住民文化園區，中群組偏向各式的原住民觀光旅遊體驗活動，而高群組較接近於擔任志工。

關鍵字

文化觀光 ； 社會距離 ； 原住民觀光 ； 對應分析 ； 異族觀光

並列摘要

Taiwan government has recently made lots of efforts to boost local economy by introducing tourism into indigenous areas while the present business pattern of aboriginal tourism did not attract the culture-learning tourists as expected - instead, the indigenous autonomy and culture are impacted foremost. This study adopted ＂social distance＂ to comprehend its effects on tourists' motivation and travel intention of indigenous tourism. Totally 205 valid responses were collected through the web questionnaire survey. The main motivations of the overall respondents were ＂novelty seeking＂ natural beauty and eye witnessing the ＂authenticity＂ of indigenous living whereas ＂social interaction＂ was the least possible impulse. Based on the social distance measurement, the respondents were clustered into three groups. The low, middle and high group respectively preferred natural landscape and cultural understanding, authenticity and experience, and social interaction & inclusion. Regarding travel behavioral intention, the low group was inclined to ecological tourism and indigenous cultural parks; the middle group gathered various indigenous experiential activities; and the high group was close to volunteering in the aboriginal areas.

並列關鍵字

Aboriginal tourism ； correspondence analysis ； cultural tourism ； ethnic tourism ； social distance