愈在地愈融入：探索旅遊目的地之在地體驗

Deepening Locality, Deepening Immersion: Exploring Local Experiences in the Destination

遊客的目的地體驗（destination experience）是觀光旅遊研究的焦點之一，卻少有研究著墨於遊客在目的地感受之在地體驗在地性（locality）經常運用在旅遊行銷，然而，有關遊客在地體驗尚缺乏深入的論述。本研究從目的地屬性來解讀遊客在地旅遊體驗的組成元素；運用質性內容分析作為研究方法，選取4個目的地之旅遊文本與10位現地遊客的回饋，研究結果將在地旅遊體驗的要素分為：(1)景點與景觀（attractions and landscapes）；(2)在地物產（local industries）；與(3)在地活動（local activities）等主類目與8個次類目。研究發現能彌補旅遊地之在地體驗的研究缺口，也對「在地性」文獻做出貢獻；研究結果提出目的地行銷之管理意涵，協助目的地管理組織塑造具有辨識度的在地旅遊要素，也為遊客創造難忘的旅遊經驗，進而推廣鮮明的當地意象並建立有吸引力之目的地品牌。

While destination experience remains a cornerstone of tourism research, the specific dimensions of ''local experience'' as perceived by visitors are under-explored. Despite the frequent application of locality in tourism marketing, theoretical discourse regarding its experiential components remains fragmented. This study deciphers the elements of the local tourism experience through the lens of destination attributes. Employing qualitative content analysis, the research examines travel texts from four distinct destinations and semi-structured feedback from ten on-site tourists. The findings categorize the local tourism experience into three primary dimensions and eight subcategories: (1) attractions and landscapes; (2) local industries; (3) local activities. This research bridges the existing gap in literature regarding destination-based local experiences and contributes to the theoretical understanding of locality. Furthermore, the results offer strategic management implications for Destination Management Organizations (DMOs). By identifying and shaping recognizable local elements, DMOs can curate more memorable visitor experiences, promote a distinct local identity, and establish a competitive destination brand.