以方法目的鏈探討宗教觀光之價值──以艋舺龍山寺遊客為例

Taking the tourist of Mengjia Longshan Temple as an example to understand value of religious tourism：An analysis of Means-end chains method

宗教觀光與宗教的歷史密切相關，而圍繞著宗教資源所興起的觀光活動已成為目前熱門的旅遊素材。信徒的朝聖活動或非信徒的欣賞藝術、體驗節慶活動，都促使宗教觀光成為現代新興的多樣化旅遊趨勢。本研究以方法目的鏈中的軟式階梯法，訪談了40位在兩年內參與宗教觀光的民眾，探討遊客對宗教觀光的旅遊屬性價值連結。屬性為「參拜」等十項。結果階層為「得到神明庇護」等九項。價值階層為「幸福滿足」等五項。研究結果發現，在宗教觀光屬性階層中，受訪者所重視的程度由高至低分別為：1.周邊小吃特產2.參訪古老廟宇3.旅行社觀光行程4.參拜5.感受民俗節慶6.環境整潔放鬆心情7.艋舺商圈8.交通方式9.攝影繪畫題材10.慕名而來。

Religious tourism is closely related to the history of religion, and the tourism activities that have arisen around religious resources have become popular tourist materials. The pilgrimage of believers or the appreciation of art by non-believers and the experience of festivals and events have all made religious tourism a modern and diversified tourism trend. This study interviewed 40 people who participated in religious tourism within two years by using the soft ladder approach of Means-end-chains method and explored the attributes of religious tourism and the connection between the results and values under tourists’expectation. The attributes are ten items such as 'Worship'. As a result, the stratum is nine items including 'God's refuge'. The value class is 'happiness satisfaction' and other five items.The results of the study found that in the religious tourism attribute, the degree of importance paid by the interviewees from high to low were：1. Nearby snack specialties 2. Visiting ancient temples 3. The itinerary of a travel agency 4. Worshiping 5. Experience of folk festivals 6. Clean and relaxing environment 7. The Bangka business district 8. Transportation 9. The subject of photography and painting 10. Come here for the fame.