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  • 學位論文

應用舞台化真實理論於小琉球生態旅遊旅客體驗之研究

Applying Staged Authenticity to Ecotourism and Visitor Experience in Little Liuqiu

指導教授 : 沈永堂
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摘要


屏東縣琉球鄉被政府選為低碳觀光島示範計畫,因其地質特殊、生態豐富被視為海上教育明珠,琉球鄉於2005年併入大鵬灣國家風景區範圍,島上生態旅遊行程多配合民宿所提供之套裝行程,透過體驗,小琉球的生態旅遊成為一種有價值的生態體驗;在旅遊的過程中,旅客多集中於固定景點,旅客與生態之間互相影響;體驗提供了一個舞台讓旅客與小琉球之民宿業者(當地居民)有所互動,生態旅遊為一種消費與收集符號(Signs)的過程,產生新的互動及文化;在這相互影響與精心安排的行程中,旅客所看到的一切及其安排,則稱為舞台化真實(Staged Authenticity);本研究透過舞台化真實理論探討小琉球生態旅遊發展與旅客體驗之間的關係。 透過實地調查及問卷調查法以及訪談法,了解生態旅遊導覽方式,並於2012年5月1日至8月31日進行旅客問卷訪談,經篩選後實得旅客問卷396份,民宿業者實得100份。統計方法採用描述性統計、探索性因素分析、驗證性因素分析,最後以結構方程模式進行假設的檢定與驗證分析。 結構方程模型分析結果顯示,假設都得到支持,旅客體驗與小琉球生態旅遊認知影響效果為0.84,具有顯著水準,生態旅遊認知結果來自於體驗的過程及感想;民宿業者注重體驗行程及視覺行銷上的刊物,業者以感官刺激營造一種環境,吸引旅客之注意與好奇;套裝生態旅遊為體驗產品,顯示旅客體驗較生態旅遊認知影響舞台化真實程度較高。 舞台化真實入戲的結果,讓雙方願意共同保護環境,未來景點應配合生態繁衍之季節,適時納入宗教與經濟文化層面景點導覽,讓自然環境與文化層面可以兼顧,提供更完整的內容呈現於旅客;創造具有多樣性且具有創新的體驗經驗,以達真正的生態旅遊之意涵。 關鍵字:生態旅遊、旅客體驗、舞台化真實

並列摘要


The Little Liuchiu Township has been specially selected as a demonstration project for low-carbon tourism island by government because of its special geology and abundant ecology are viewed as maritime education Pearl. The Little Liuqiu Township was incorporated into the scope of the Dapeng Bay National Scenic Area. The island ecotourism are mostly provided with guesthouse owners’ packages. By Undergoing Little Liuchiu ecotourism became a valuable ecological experience. During the tours, the visitors were mostly concentrated in the fixed sites, so visitors and ecotourism influenced each other. Experience provided visitors and Little Liuchiu guesthouse owners with platform to interact. Eco-tour was considered as a consumption and process of collecting symbols (signs), generating new interactions and cultures. In this dedicated trip, everything looked by visitors was called the staged authenticity. Via staged authenticity theory, this study was discussed at relationships between developments of Little Liuchiu eco-tour and visitor’s experiences. By doing field surveys, questionnaires and an interview method, ecotour-ism’s guide and development could be understood. In 2012, first of May to thirtieth of August, conducting interviews and questionnaires actually got 396 sets from visitors and 100 sets from guesthouse owners. Adopted descriptive statistics analysis, exploratory factor analysis, this study was executed with structural equation modeling calibration and verification of hypotheses in the end. Structural Equation Modeling analysis shows that hypotheses are supported and the visitor experience and Little Liuchiu cognitive effects of ecotourism are 0.84 in a significant level. Ecotourism experience cognitive outcomes are from the process and point of views. Visitor experience more significantly impacted ecotourism so guesthouse owners paid more attention to experiences of tour and publications of visual marketing. Guesthouse owners created an environment to attract visitors’ attention and curiosity with physical excitement. Package of ecotourism is a product of experience, showing the visitor experience impacts staged authenticity more than cognition of ecotourism. Results of Staged authenticity let both sides are willing to jointly protect the environment. The future spot shall be cooperated with the ecological breeding season and timely includes economic and cultural aspects of religious culture and attraction guide, so that natural environment and cultural level can be taken into account, providing a more complete content presented to visitors, creating diversity of experiences and innovative experiences in order to achieve precise meaning of ecotourism. Key word:Ecotourism、Visitor Experience、Staged Authenticity

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