| 摘要: | 台灣親日形象使日本人普遍認為台灣是親切及友善觀光地，在台灣各處可見日本團體或是日本背包客等皆帶來重要觀光收入。本研究為瞭解日本旅客對台北旅遊意象及旅遊價值之研究，以方法目的鏈的軟式階梯法，選擇四十位日本觀光客進行調查。研究發現：旅遊意象可分為：夜市、中華料理、老街、歷史景點、夜生活型態、人情味、觀光大樓、交通方式、氣候等九項。旅遊價值可分為：滿足期望、新奇趣味、身心放鬆等三項價值。 研究發現，對日本觀光客主要三項旅遊價值路徑為：1.滿足期待：中華料理帶來不同文化體驗，老街所產生之懷舊感及夜市帶來的飲食體驗，都能為日籍遊客帶來滿足期待的價值。2.新奇趣味：中華料理的文化體驗，與夜市能讓日本旅客產生獨特感官體驗等皆為日本遊客帶來新奇趣味的價值感。3.身心放鬆：中華料理及物價消費便宜與人情味令旅客感到友善及親日性皆為旅客創造出身心放鬆的價值。本研究之結果希望能提供相關產業及單位參考，並希望研究建議對未來台灣觀光環境能做有效改善，並使旅遊產業或商家能在產品或旅遊旅程設計及規劃上帶來商機。
Due to the most of Taiwanese are Japanophile causes the Japanese to think generally Taiwan is extremely kind and the friendly sightseeing place. There are many Japanese backpacker or the Japan tourists with the group anywhere in Taiwan. This research hopes to know the travel image and travel value in Taipei by adapting the soft ladder approach of the Means End Chain Method. This research interviewed 40 Japanese tourists in Taipei , Base on the data analysis of the interview response, this research acquires 9 travel images as: the night market, Chinese food, the old streets in Taipei, the famous historic spot, the people in Taiwan enjoy their activities at night a lot, and the warm hospitality in Taiwan, the tourist attractions or impressive buildings is Taipei 101 building, the traffic way, and the weather. And this research acquires the travel value including the 3 items are: tally with tourists' expectations, the new and fresh feeling in the tour, the relaxation. The results of this research conclude: The most important things that the Japanese tourist value include: 1.Tally with tourists' expectations, that means tourist can make the tour satisfactory from the Chinese food, night market, and the old street to make the different culture experience. 2. The new and fresh feeling values are from the night market, the Chinese food etc., that can make the tourist have the whole new experience in the tour. 3. Relaxation value from the cheap price, the Chinese food and friendly, warm hospitality etc. The results of this study is to provide accurate information of Japanese tourist's need in Taiwan and to make the better promotion strategy for the coming Japanese travelling market. |
