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A Study on the European Cultural Imagination and Motivations of Taiwanese Tourists
In order to understand cultural imagination, motivations, lifestyle and their relations, 10 Taiwanese tourists who visited Europe are interviewed and their travel experiences in Europe are analyzed.The discussion starts from their initial travel motivation, the push and pull factors of Europe, and how the above mentioned factors influence their decision to visit Europe. Afterwards, important issues such as where the cultural imagination of Europe derived from, how Europe were perceived in the mind of these Taiwanese tourists, and how these influence their ways of sightseeing in Europe were discussed. As for the part of lifestyles, based on the fact that lifestyles are always associated with tourists’ own life aesthetics that they experience and taste “Europe”, and how these experiences transform them or their life. The thesis discovers that the individual imagination these tourists have greatly influenced their travel motivation and sites selecting. After the European experience, they verified or disproved their assumptions that might already have deep roots in their minds. By comparing Europe with Taiwan, they are able to think reflectively and retrospectively, and then further confirm the lifestyles they observed in Europe and then try to carry it out in Taiwan. The final results of this thesis show 10 Taiwanese tourists representing the mainstream of cultural imaginations in Taiwan which influence their styles of travel and views on the traveling preference of Europe.
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