旅遊意象與真實性形塑之比較研究 -以中國浙江烏鎮與臺灣國立傳統藝術中心為例

Abstract

本研究從文化研究角度取徑，個案是同樣以懷舊為主題的中國浙江烏鎮與臺灣國立傳統藝術中心，研究方法為文本探討、實地參訪及個案研究。此雙個案成功主因似能以霍爾(Stuart Hall)的理念詮釋之，優勢團體依特定目的製碼，再以傳播不斷分享，降低製碼與解碼之間衝突，最後霸權製碼普遍受到消費解碼端歡迎是個案成功主因，他強調意義是當下時空背景的偶然，每個接合點都是當下社會作用力的碰撞，它承繼了過去，也為下一個接合鋪路，不僅是一段過往兩岸文化縮影，中間還夾雜了國族意識形態的糾葛。研究目的希望了解雙個案從景點規劃、經營、行銷傳播到解碼，乃至符號再生產過程的迴路分析，從研究結果發現雙個案已克服過去缺乏統籌規劃管理的缺陷，雖然在不同歷史脈絡下有不同理念，卻同樣以呈現真實為目標計畫性地再造真實，近年來更試圖強化電影宣傳與體驗行銷，以差異化其旅遊市場區隔、及涵蓋性概念完成目的地品牌，研究結論認為懷舊旅遊理應彰顯真實，因為它是對歷史傳承價值的維護，也是核心精神所在，但更須有創新與整合的策略，才能滿足多元的現代/後現代的遊客需求，微觀而論目的地品牌可平衡淡旺季，有利市場區隔，巨觀而論是一種全球在地的行銷，還可以蓄積旅遊地文化資本，最後讓目的地品牌就是一個無可取代的體驗。

The study path taken from the perspective of cultural studies, the case is the same as the theme of nostalgia Wuzhen, Zhejiang, China and Taiwan National Center for Traditional Arts, methods to explore the text, field visit and case studies. This double success cases the main reason seems to be able to interpret the Hall (Stuart Hall) concept, the advantages of group depending on the particular purpose of the system code, and then to spread continue to share and reduce conflict between system code and decode the last hegemony universally consumption decoding system code Welcome to the successful end of the case main reason, he stressed the significance is the moment of space-time background accident, each bond point is the moment the collision of social forces, it inherited the past, but also to pave the way for the next engagement, not only was a microcosm of cross-strait cultural past, middle also mixed with nationalist ideological disputes. Objective want to know the circuit analysis twin cases spread from attractions planning, operations, marketing to the decoder, and the symbolic reproduction process, from research and found that the double case has been overcome in the past the lack of overall planning and management deficiencies, although there are different concepts in different historical context , but the goal is also to present a real plan of land recycling true that in recent years more experience trying to strengthen film promotion and marketing, to differentiate its tourism market segmentation, and covers the complete destination brand concept, the researchers concluded that the nostalgic tourism should highlight the real, because it is a historical heritage value of maintenance, but also the core of the spirit, but more must be innovative and integrated strategies in order to meet the diverse modern / post-modern tourist demand, in terms of microscopic balances seasonal destination brand favorable market segmentation, macroscopic terms is a global marketing in place, it can accumulate tourist and cultural capital, and finally make a destination brand is no substitute for experience