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研究生： 黃怡雪
Huang, Yi-Hsueh
論文名稱： 檢視創意旅遊體驗之發展歷程：經營團隊之文化價值觀點
Examining the Developing Process of Creative Tourism Experience: The Perspective from the Cultural Value of the Management Team
指導教授： 仲曉玲
Chung, Hsiao-Ling
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 121
中文關鍵詞： 創意旅遊 、旅遊體驗 、文化價值 、真實性 、創意團隊 、創意管理
外文關鍵詞： Creative Tourism, Tourist Experience, Cultural Value, Authenticity, Creative Teams, Creativity Management
相關次數： 點閱：276  下載：28 
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    • 隨著體驗經濟與全球化的崛起，旅遊發展蔚為風潮，尤以文化旅遊的發 展最受矚目，卻也帶來文化複製與同質性的問題。學者提倡「創意旅遊」的 最初用意是為了改善此一現象，以便使遊客有機會深入接觸在地文化，進而 獲得獨特體驗。近年來，台灣的旅遊業蓬勃發展，眾多小旅行充斥於旅遊市 場。許多學者都曾提及相關問題並提供對應的策略與解決方法，但多數研究 偏重探討遊客之觀點，鮮少有研究從經營團隊之角度深入探討。因此，本研 究目的在於檢視經營團隊之核心理念，梳理其靈感與創意來源，探討團隊成 員彼此以及與遊客之間的關係，以及面對遊客欲傳達之價值與體驗。

    本研究採用質性研究方法，了解經營團隊如何看待文化之價值，並將之 體現於體驗中，及進一步了解遊客所獲得之體驗。透過參與觀察、深度訪談 等研究方法收集第一手資料。訪談重點在於台江塩田生態園區四位經營團隊 成員之個人價值與內在動機，並輔以到此遊覽遊客之經驗，包含對體驗之看 法以及與經營團隊之互動。

    研究主要發現，團隊的經營基於成員個人對文化之價值，對推廣文化、 歷史故事分享、文化傳承等理念的堅持，並主要通過商品、服務和體驗三個 經營層面展開。透過成員的相互支持合作與領導者的資源分配，經營團隊在 過程中不斷地實踐其對文化之理念。受訪的遊客大多表達對於團隊經營的認 同與期許，也從與團隊成員的互動中獲取對於景點與其背後文化之深入了解。 研究也發現，在台灣的環境下如欲發展創意旅遊，經營團隊扮演關鍵性的角 色。遊客對於在地景點之了解與認同，有賴經營團隊用心的解說導覽、創造 與遊客的長期互動，才可望得以強化與維繫。

    With the rise of experience economy and globalization, there is a fad of tourism development. Cultural tourism is the one got the most attention, while the problem of reproduction and homogeneity came with it. The concept of ‘creative tourism’ was firstly proposed to serve as an alternative to such phenomenon, so that tourists can engage with local culture and obtain unique experiences. In recent years, tourism industry in Taiwan is prosperous, with various ‘little tour’ flooded in the market. Many scholars have mentioned such problems and offered solutions. Most of the research, however, focused on the perspectives of tourists, with few having a deeper look into the nature of service providers. Therefore, this research aim to examine the core values of tour management team, to investigate where their inspiration and creativity come from, their relationship with each other and tourists, and the experience they would like to convey to tourists.

    The study used the methodology of qualitative research to understand how the team value culture and convey them in the tour design, and to further understand experiences obtained by tourists. The primary data was collected from interviews and participant observations. Four members in the management team and six tourists visiting the site were chosen as interviewees.

    The results indicate that operation of the team is mainly composed of products, services and experiences, which are based on the cultural values perception of members, with their persistence in promoting culture and sharing historic stories, and passing on culture. Through the mutual support and cooperation among the team members and the distribution of resources by the team leader, the team put their concept towards culture in the process of operation. It also shows that management team plays a critical role for developing creative tourism in Taiwan. For tourists to understand and recognize the value of local site, it takes the introduction and guide of management team, so as to be enhanced.

    摘要 I Abstract II 誌謝 III List of Tables VIII List of Figures IX Chapter 1: Introduction 1 1.1 Research Background 1 1.2 Research Motivation 2 1.3 Research Objectives and Questions 4 1.4 Key Terminology and Definitions 5 Chapter 2: Literature Review 7 2.1 Tourism Development Trajectory: From Culture to Creativity 7 2.1.1 Review of Definitions of Cultural Tourism 7 2.1.2 The Role and Importance of Cultural Tourism 8 2.1.3 Emergence of Creativity in Tourism 10 2.2 Emerging Issues about Tourist Experience 11 2.2.1 Conceptualizing Tourist Experience 12 2.2.2 Dimensions Influencing Tourist Experience 13 2.2.3 Development of Tourist Experience 16 2.2.4 Authenticity in Tourist Experience 17 2.3 Cultural Values 18 2.3.1 Definition of ‘Culture’: Conceptual and Operational 18 2.3.2 Theories of ‘Cultural Value’ 19 2.4 Formation and Development of Creative Teams 21 2.4.1 What is Creativity: A Definitional Framework 21 2.4.2 From Individuals to Teams: Creative Roles in the Team 22 2.4.3 Development of the Creative Team 25 Chapter 3: Research Design and Methods 29 3.1 Research Design 29 3.1.1 Research Concept 29 3.1.2 Research Process 30 3.2 Research Methods 31 3.2.1 Case Study 31 3.2.2 Participant Observation 32 3.2.3 In-depth Interviews 33 3.3 Research Case 34 3.3.1 Case Selection 34 3.3.2 Research Site 35 3.3.3 Research Participants 38 3.4 Process of Data Collection 39 3.4.1 Sources and Types of Data 39 3.4.2 Sampling Methods of Interviewees 41 3.5 Approaches to Data Analysis 44 3.5.1 Content Analysis 44 3.5.2 Thematic Analysis 45 3.5.3 Thematic Networks 47 Chapter 4: Data Analysis and Findings 49 4.1 Overview: Introduction to the Management Team Members 49 4.1.1 Member M1: The Experimenter Refining Ideas by Prototyping 51 4.1.2 Member M2: The Experience Architect Drawing Tourists Closer 55 4.1.3 Member M3: The Director of a Multidisciplinary Team 59 4.1.4 Member M4: The Collaborator Supporting the Team 63 4.1.5 Summary 65 4.2 Mapping the Cultural Value Perception of Management Team Members 66 4.2.1 Aesthetic Value 66 4.2.2 Spiritual Value 69 4.2.3 Social Value 71 4.2.4 Historical Value 75 4.2.5 Symbolic Value 77 4.2.6 Authenticity Value 79 4.2.7 Summary 80 4.3 Discussion on the Tourism Experience Elements 82 4.3.1 Natural Authenticity: Commodities 84 4.3.2 Original Authenticity: Goods 87 4.3.3 Exceptional Authenticity: Services 88 4.3.4 Referential Authenticity: Experiences 89 4.3.5 Influential Authenticity: Transformations 93 4.3.6 Summary 96 4.4 Depicting Characteristics of Tourist Experiences 97 4.4.1 Motivation of Tourists to Visit the Site 98 4.4.2 Tourists’ Feedback for the Tour Design 100 4.5 Chapter Summary 104 Chapter 5: Discussion and Conclusion 105 5.1 Discussion 105 5.1.1 Roles of Management Team Members in Tour Design 105 5.1.2 Tourists’ Appreciation of the Tour Design Elements 107 5.1.3 Creative Teams and Creative Leadership 107 5.1.4 Internal Values against External Conditions 108 5.2 Conclusion 109 5.2.1 Managerial Implications 110 5.2.2 Research Limitations 111 5.2.3 Suggestions for Future Research 112 References 113 Appendix 119

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