本論文旨在建構「創意觀光」裡的「創意體驗」模式，進而探索「創意體驗」之各種主觀看法。近年來創意觀光越來越受重視，然而這個概念仍模糊及充滿不明確性，有必要進行更多的研究與探索。因此，本研究先以遊客的觀點探索「創意觀光」裡的「創意」本質。運用紮根理論法，對遊客進行深度訪談，並在台灣四個「創意生活產業」景點進行參與及非參與觀察。資料分析顯示，「外在互動」與「內在反思」建構起遊客的「創意體驗」，「外在互動」是指遊客與「環境」、「人們」、「產品／服務／體驗」的互動；而「內在反思」則是指遊客的「意識／覺醒」、「需求」與「創意」這三大面向的內在反思。再者，「意識／覺醒」是「創意體驗」的先決條件，也是區分創意體驗與其他體驗的關鍵。然而，由於主觀的想法及感受，不同的遊客對於這些因素如何定義個人對創意體驗的感知是非常不一致的，因此，本研究繼而探討遊客如何感知並建構他們的創意體驗。運用Ｑ方法論，揭示遊客在建構個人意義的創意體驗之主觀性，確認出擁有相似看法的個體，並對不同的論述進行量化的比較。最後確認出五種不同的類型：嘗鮮者、知識與技能學習者、以旅遊同伴為中心者、綠色議題愛好者及放鬆休閒者。各論述由不同的因素組成，為各類型的遊客如何建構個人創意體驗提供新的看法。

This dissertation aims to construct a model of creative experience in creative tourism, and to characterize creative tourists and their perceptions of creative experiences at tourism sites. Creative tourism is receiving an increasing amount of attention, although the concept remains rather vague, and more research is needed. This study first explores the essence of ‘creativity’ in ‘creative tourism’ from a tourist perspective. Data was collected using observations and in-depth interviews with tourists at four ‘Creative Life Industry’ sites in Taiwan. Grounded theory approach was employed, and the findings show that ‘outer interactions’ and ‘inner reflections’ construct the model of tourists’ creative experience. The former refer to tourists’ interactions with environment, people, and product/service/experience, while the latter refer to consciousness/awareness, needs and creativity, and these dimensions ‘interact’ in tourists’ inner-self throughout the experience. Moreover, ‘consciousness/awareness’ is a prerequisite for creative experience, differentiating it from other types of experiences. However, how a particular mix of factors interact and define an individual’s perceptions of a creative experience may vary among different types of creative tourists. Hence, this study continually investigates how tourists perceive creativity and construct their creative experiences at creative tourism sites. Q methodology was used to reveal the tourists’ inherent subjectivity of creative experiences with regard to the constructions of personal meaning. Five distinct groups of creative tourists were identified: novelty-seekers, knowledge and skills learners, those who are aware of their travel partners’ growth, those who are aware of green issues, and the relax and leisure type. Each consists of a different composition of factors which can provide new insights into how different tourists construct their personal creative experiences.

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