不同的地方形象：旅遊部落客的觀光凝視與鹽埕居民感知之比較

Abstract

本研究以旅人和在地居民對地方的形象感知進行探討。旅人到一地旅行，所有的感受與經驗會在旅人心中形塑該地的形象。而當旅人將其旅遊發表於部落格時，又將此形象傳遞給部落格讀者，建立讀者對此地的特定形象；是故因網際網路發達，旅人在部落格所傳遞的地方形象亦會影響未到訪的人們對於地方的認識。而地方形象會對當地的發展與規劃產生影響，旅人經由觀光凝視所建立的地方形象，以及當地居民感受的地方形象，均值得關注與探討。本研究之研究範圍為高雄市鹽埕區，目的為分析觀光客與地方居民對地方形象的觀點與感受差異。依據文獻，本研究將地方形象歸類為七個面向及其類目，以內容分析及深度訪談方式進行，共分析174篇部落格文章並訪談8名在地居民。研究結果顯示，觀光客所著重的鹽埕形象為「觀光基礎建設與休閒娛樂設施」、「政經因素」、「歷史／文化／藝術」；居民則認為最重要的三個面向為「自然資源與環境」、「基礎建設」、「歷史／文化／藝術」。依據分析結果，論文最後提出相關建議。

This research investigates the place images of tourists and local residents. When tourists travel to a certain place, the feelings and experiences create distinct images of this destination in their minds. The images are then delivered to readers when tourists publish their travels on blogs, therefore building certain images in readers’ minds. With the booming of the Internet, the images that tourists deliver also affect blog readers’ views regarding the place even though the readers have never been there. As the images affect the development and planning of a place, both the place images built via tourist gaze as well as perceived by local residents are worthwhihe for attention and exploration.This research focuses on Yancheng District of Kaohsiung City, with the aim of analyzing the place image differences bewteen the perspectives and perceptions of tourists and those of local residents. According to literature, place images are sorted to seven dimensions and their categories. With content analysis and in-depth interviews, this research analyzed 174 blog articles and interviewed 8 local residentsResearch results show that while the images of Yancheng District on which tourists mainly fixed were“Tourism Infrastructure, Leisure and Recreation Facilities,” “Political and Economic Factors,” and “Culture, History and Art.” , local residents regarded three dimensions as the most cruical, including “Natural Resources and Environment,” “General Infrastructure,” and “Culture, History and Art.” According to the analysis, suggestions are put forward in the end of the research.