社群打卡熱點：從遊客打卡行為探討目的地的吸引力與意象

The Hotspots of Social Media Check-in: Exploring the Destination Attractiveness and Image from Tourists' Check-in Behavior

從社群遊客打卡的行為特徵可瞭解旅遊地受歡迎的程度，也展現出該旅遊景點的吸引力與遊客意象。本研究以阿里山國家風景區為例，歸納管理單位的熱點資源與社群遊客所上傳的360張相片。本研究發現社群遊客上傳的照片充份展現目的地的吸引力，研究結論為：阿里山旅遊熱點的要素包括：（1）自然吸引力：茶園、森林、雲海及日出；（2）文化吸引力：鐵道、原民文化及建築；（3）人造景觀或活動、體驗等「特殊形態吸引力」。此外，以遊客照片為視角的阿里山意象包括：以山脈及生態為主的自然意象，以及原民、祭典與建築等人文意象。再者，裝置藝術、浪漫等特殊吸引力為本研究發現的阿里山新意象。本研究結果可驗證目的地吸引力與意象理論，並提供目的地管理組織善用社群媒體資訊為目的地行銷工具之參考。

Social media check-in behavior of tourists showing the popularity of the tourism destination, as well as destination attractions and images. This study uses Alishan National Scenic Area as the case to analyze highlight resources provided by destination management organization and 360 photos uploaded by tourists. This study found that the photos uploaded by tourists fully display the attraction of the destination. Research conclusions include: The hotspots of Alishan includes: (1) Natural attractions: tea gardens, forests, sea of clouds and sunrise view; (2) Cultural attractions: railroads, indigenous culture, and architecture (ex: temples, train stations, tea factories). (3) Special forms of attractions: Man-made landscapes, activities and experiences etc. The image of Alishan from the perspective of tourists includes: natural image based on mountains and ecology; cultural image such as indigenous people, ceremonies, and architecture. In addition, special attractions such as installation art and romantic atmosphere are the new image attractions of Alishan discovered in this research. The results of this research verify the theory of destination attraction and destination image, and also provide suggestions for destination management organizations to utilize information on social media as a destination marketing tool.