手眼vs.口耳：探索聽障者參與國外團體旅遊之價值意涵

Hands-eyes Versus Mouth-ears: Exploring the Consumer Values of Hearing-impaired Tourists in an Outbound Group Package Tour

聽覺障礙者（簡稱聽障者）除了聽力受損，其他生理狀況與一般正常聽力者（簡稱聽人）無異，但其參與國外團體旅遊之價值需求有別於一般旅遊者。本研究以方法目的鏈（Means-End Chain, MEC）理論為基礎，由消費者價值的觀點對28位重度聽障者進行一對一階梯式深度訪談。藉由方法目的鏈之屬性、結果及價值層級，逐步導引聽障者探索旅遊的最終目的，並建立價值階層圖，以瞭解聽障者參與國外團體旅遊消費行為之整體連結特性。研究發現溝通翻譯為首要屬性，連結聽講清楚、瞭解文化、好玩及不會遺憾之結果，最終價值為愉快旅遊；與聽障者同行，因有其專有的溝通方式而能互相照顧，進而獲得安全感的高度價值。研究結果除提供旅行業者規劃聽障者旅遊行程之行銷策略外，期能提升聽障者之旅遊價值。

This study aimed to explore the consumer values of hearingimpaired persons as manifested during an outbound group package tour (GPT). Based on means-end chain (MEC) theory, we applied the laddering methodology to conduct in-depth one-to-one interviews with twenty-eight hearing-impaired individuals. Based on the interviews, we established an attribute-consequencevalue chain model and explored the ultimate consumer values of hearingimpaired people. The results showed that communication through translation is the primary attributes. Understanding comments, experiencing local culture, having fun, and lacking regrets are the consequences. Ultimately, the main value during the GPT is pleasurable travel. The findings can not only provide the tourism industry with useful information when planning hearing-impaired tours, but also enhance the consumer values of the hearing-impaired.