臺灣旅客西藏旅遊地之原始意象初探

An Exploratory Study of Original Tibet Image of Taiwan Tourist

本文探討尚未去過西藏旅遊的原始意象，對於台灣旅客想去西藏旅遊所持有的一種認知和感覺的初探。本研究參考Echtner & Ritchie（2003）尼泊爾旅遊地意象量表，並參考西藏的旅遊學術研究。建構具有從功能性到心理性屬性的34個項目的問卷。以問卷調查收集有海外旅遊經驗的台灣旅客共390份樣本。研究結果，一、原始意象依平均數排序前十項，以功能性意象為主，包括自然生態景觀、世界文化遺產、高山湖泊、青藏鐵路、藏式建築、西藏氣候、珠穆朗瑪峰國家公園；而心理性意象以旅遊服務品質、旅遊行程有自我挑戰功能與藏傳佛教。二、透過主成份因素分析（PCA），本研究選取五個重要因素，累積解釋變異量達65%。依序命名為：西藏的名勝古蹟、西藏的休閒娛樂體驗、西藏旅遊的不舒適程度、西藏的風情與公共發展、西藏旅遊的心靈提升。三、受訪台灣旅客參與西藏旅遊的意願很高，非常期待去西藏旅遊者佔78.97%，期待去西藏旅遊者佔20.26%。其次，推薦西藏旅遊的意願也很高，非常有意願推薦給親戚朋友去西藏旅遊者佔74.1%，願意推薦西藏旅遊給親戚朋友者佔24.62%。 This article explores the original imagery that has not yet been visited in Tibet. It is intended for Taiwan tourists who want to visit Tibet.There is a kind of exploration of perception and feeling. This study refers to the Echtner & Ritchie (2003) Nepal Tourist Destination Image Scale and references Tibet's tourism academic research. Construct a questionnaire with 34 items from functional to psychometric attributes. A total of 390 samples of Taiwanese tourists with overseas travel experience were collected through questionnaire surveys. The results of the study include: 1. The original imagery is ranked by the average of the top ten items, mainly functional images, including natural ecological landscapes, world cultural heritage, mountain lakes, Qinghai-Tibet Railway, Tibetan architecture, Tibet climate, and Mount Everest National Park; The psychological image is based on the quality of tourism services, self-challenging function of travel itinerary and Tibetan Buddhism. Second, through the principal component analysis (PCA), this study selected five important factors, cumulative interpretation of the variation reached 65%. It was named in order: Tibet's historical sites, Tibetan leisure and entertainment experience, Tibet's tourism discomfort, Tibet's customs and public development, and the spiritual enhancement of Tibet's tourism. Third, we recommend Tibetan tourism wishes. We are very much looking forward to 78.97% of tourists visiting Tibet, and 20.42% are looking forward to traveling to Tibet. Very willing to recommend to relatives and friends to go to Tibet accounted for 74.1% of tourists, willing to recommend Tibet travel to relatives and friends accounted for 24.62%