以遊客視角探討如何打造旅遊目的地的文青特質

What Makes a Tourism Destination Wenqing? A Perspective of Tourists

華人社會情境下，文青從社會群體的身份認同流變為消費符號和風格，且文青風格和符號呈現於旅遊的各個消費場域。本研究以體驗景觀為工具，以旅遊目的地為體驗生產和消費的具體場域，透過對網路評論和半結構訪談文本分別操作紮根理論研究方法，將文青的旅遊目的地體驗景觀詮釋為環境基礎、氛圍營造、文青式的沈浸三個核心範疇及可進入性、自然資源、人文資源、感知空間環境、顧客形象、技術媒介、社交互動、體驗行為八個範疇，並對遊客體驗文青的旅遊目的地的全階段和體驗路徑作了探索性的詮釋。研究發現揭示了旅遊目的地中「文青」的象徵意義，豐富現有對體驗景觀和文青的學術研究，並為旅遊產業具體打造文青風旅遊目的地的體驗環境提供參考。

In Chinese society, wenqing has transformed from the identity of a particular social group into consumerist symbols and styles, which has appeared in various tourism consumption fields. This study adopts the notion of experiencescape to tourism destinations as the specific field of experience production and consumption. By applying the grounded theory to analyze online reviews and semi-structured interviews, this study interprets the experiencescape of wenqing tourism destinations as three core categories of environment base, ambiance, and wenqing immersion, and eight categories of accessibility, natural resources, cultural resources, perceived space and environment, customers’ image, technical medium, social interaction, and experience behavior. Furthermore, this study performs an exploratory interpretation of tourists’ experience path to wenqing experiencescape and the full continuum of three experience stages. The findings reveal the symbolic meaning of wenqing in tourism destinations, advance the exploration and research of experiencescape and wenqing, and provide implications for tourism industry to specifically create a wenqing experience environment in tourism destinations.