| 摘要: | 本研究旨在透過網路部落格文章進行內容分析與半結構式訪談，瞭解西螺小鎮所呈現的旅遊意象及其體驗價值。運用內容分析法作質化處理，將關鍵字進行詞頻分析、共詞分析、因素分析及多元尺度分析做量化統計，最後再加入質性訪談，融合網路上對於西螺小鎮旅遊的意象與遊客感受及在地居民的想法，提出可能的建議供政府機關及民間團體一個強化或改善的方向。 研究結果發現：1.西螺小鎮有著許多歷史悠久的古蹟建築與文化總是吸引遊客前來朝聖。拍照是重要體驗，遊客喜歡沉浸在歷史氛圍中並捕捉那份古色古香的味道。2.小鎮每年都有幾場宗教的遶境活動、農曆春節燈會以及文化節等熱門活動吸引各地的遊客來訪，成為小鎮另一面的節慶觀光旅遊意象。3.美食小吃特色是西螺鎮口碑推薦最高的一環，來西螺玩不只是可以嚐到道地好滋味，也可帶回許多農特產當伴手禮。4.老街區以東市場為出發點向外進行文化創新，並且藉由在地農特產特色而成功達到轉型與成長，所以才能有人潮也還保有文化。5.橋下廣場及橋畔周邊資源這幾年增設許多公共遊憩空間與設施，也能成功開發西螺鎮的新觀光經濟價值。6.從文本分析及受訪者回答資料中發現「老街巡禮」是共同認為重要的旅遊意象。7.多數受訪者認為西螺的觀光旅遊業資源沒有整合，需要有一個強而有力的領導單位協助企劃與執行，帶領西螺觀光旅遊產業更繁榮。8.辦理深度旅遊、能有專業且在地的旅遊達人帶路或導覽、安排客製化旅遊行程、提供舒適的旅遊環境、著手改善宣傳不足的問題，或是成立專業的文史團體及導覽專員與文物館，能提升西螺旅遊景點的能見度。 後續建議：1.以既有旅遊體驗為基礎，進行客製化遊程推薦。2.民以食為先，規劃美食地圖新亮點。3.資訊能整合、宣傳景點能見度。4.發揮旅遊地環境特色，開發新經濟。5.提升住宿品質，拉高遊客過夜率。
This study aims to conduct content analysis and semi-structured interviews through online blog posts to understand the tourism imagery presented by Xiluo Town and its experience value. The content analysis method is used as a qualitative treatment keyword for word frequency analysis, co-word analysis, factor analysis, and multi-scale analysis for quantitative statistics, and finally, qualitative interviews are added, which integrates the image of tourism in Xiluo Town on the internet with the feelings of tourists and the ideas of residents, and puts forward possible suggestions for government agencies and civil society organizations to strengthen or improve the direction. The results of the study found that Xiluo Town has many historical monuments, buildings, and cultures that always attract tourists to come to the pilgrimage. Taking pictures is an important experience, and visitors like to immerse themselves in the historical atmosphere. Every year, the town has several popular activities such as religious retreats, and Lunar New Year lantern festivals attract tourists from other places and become the image of festival sightseeing on the other side of the town. Gourmet snack features are the highest recommended part of Xiluo Town, and playing in Xiluo is not only authentic food but also brings back many agricultural specialties as souvenirs. The old street takes the East Market as the starting point for cultural innovation and successfully achieves transformation and growth through the characteristics of local agricultural specialties so that there can be a crowd and still maintain culture. Many public recreational spaces and facilities have been added to the square under the bridge and the resources around the bridge in recent years, which can also successfully develop the economic value of tourism in Xiluo Town. From the text analysis and respondents’ answers, it was found that the “Old Street Parade” is a tourism image that is considered important by common. Most of the respondents believe that the tourism resources of Xiluo are not integrated, and a strong leadership unit is needed to assist in planning and implementation, leading the tourism industry in Xiluo to be more prosperous. Handling in-depth tourism, being able to have professional and local tour experts to lead the way or guide, arranging customized tourism itineraries, providing a comfortable tourism environment, starting to improve the problem of insufficient publicity, or setting up professional cultural and historical groups, guide commissioners and cultural relics museums can enhance the visibility of Xiluo tourist attractions. Following-up suggestions, Based on the existing travel experience, make customized tour recommendations. The people take food first and plan new highlights on the food map. Information can be integrated and the visibility of scenic spots can be promoted. Give full play to the environmental characteristics of tourist destinations and develop a new economy. Improve the quality of accommodation and increase the overnight rate of tourists. |
