以部落格文章探討高雄市目的地意象之研究

A Study on Destination Image of Kaohsiung City from Blog

王明鴻(Ming-Hung, Wang)

指導教授 ： 陳慧如

共同指導教授 ： 容繼業

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2007年)

摘要

研究目的為透過部落格文章瞭解遊客對高雄市之目的地意象，透過平衡理論探討遊客、目的地意象與目的地屬性三者之關係。同時，透過遊客之目的地意象與高雄市政府意象策略相互比較，發掘遊客與高雄市政府之間的意象認知差距。本研究以內容分析法分析2005年1月至2006年12月之168篇國人、64篇外國人士之部落格文章及70篇高雄市政府相關資訊，發現高雄市最熱門景點為愛河、旗津及西子灣；而目的地屬性以「文化、歷史及藝術」感受最高，其中美食為甚；透過平衡理論發現「公共設施」、「自然環境」、「社會環境」及「當地氣氛」為必須特別加強或改善之目的地屬性。最後，遊客與市政府之意象認知差距以「觀光設施」、「遊客的休閒與遊憩」及「自然環境」最為嚴重。因此，本研究建議高雄市政府除加強高雄市意象之宣傳，亦應對遊客強調各景點的特色與當地特有地方文化，及居民與遊客親切與友善的互動。亦可與高雄市知名美食廠商策略聯盟，吸引更多遊客。而市政府亦應積極解決空氣污染與交通系統等負面問題。最後，意象認知差距以「遊客的休閒遊憩」最大，建議高雄市政府在發展新意象之餘，亦能保留對既有意象之宣傳以減少雙方意象認知差距。

關鍵字

目的地意象 ； 部落格 ； 平衡理論 ； 內容分析法 ； 意象認知差距

並列摘要

This study aims to explore tourists’ destination image of Kaohsiung City by blog articles, and understand the relationship among tourists, destination image, and destination attributes. In addition, this study figures out the image perception gaps by the comparisons between tourists’ destination image and KCG’s promotion strategies. Thus, this study collects 168 domestic blog articles, 64 foreign articles, and 70 KCG travel information, which are published from 2005 to 2006, for content analysis. Research conclusions are shown that the most popular destinations in Kaohsiung City are Love River, Cijin Island, and Sizihwan Bay. Moreover, the most mentioned destination attribute is the Gastronomy from blog articles. By the analysis of Heider’s Balance Theory, the destination attributes, such as general infrastructure, natural environment, social environment, and atmosphere of the place, are needed to be improved. Finally, tourist leisure and recreation is the most critical factor of image perception gap. Thus, this research suggests that KCG has to not only enhance more destination promotions but also emphasize local destination characteristics and cultures to tourists. In addition, local residents need to be more friendly and hospitable. By corporation with famous restaurants, Kaohsiung City is able to be built as a city of gastronomy. KCG also has to solve serious problems such as air pollutions and bad traffic system. Finally, it is suggested that KCG keeps promoting positive existing images while building new images to reduce the image perception gaps.

並列關鍵字

Destination image ； Blog ； Content analysis ； Image perception gap

參考文獻

Department of Information, Kaohsiung City Government (2004). The map to admire the full moon. Kaohsiung Walking, 21. Retrieved July 1, 2007, from: http://kaohsiungwalking.kcg.gov.tw/chinese/epaper/files/200417/gogo.htm

Department of Information, Kaohsiung City Government (2005). Build a “S.H.E.” city. Kaohsiung Walking, 34. Retrieved October 1, 2006, from: http://kaohsiungwalking.kcg.gov.tw/chinese/epaper/files/94new/no34/

Department of Information, Kaohsiung City Government (2005). Brand new image of a Harbor City. Kaohsiung Walking, 44. Retrieved July 1, 2007, from: http://kaohsiungwalking.kcg.gov.tw/chinese/epaper/files/94new/no44/

Awaritefe, O. D. (2003). Destination environment quality and tourists' spatial behaviour in Nigeria: A case study of third world tropical Africa. International Journal of Tourism Research, 5 (4), 251-268.

Baloglu, S. & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22 (1), 1-9.