台灣旅遊書: 以巴黎為例

Abstract

旅遊書扮演目的地和旅客之間的中介者，翻譯和溝通橋梁的角色。旅遊書是旅遊論述的一部份，而旅遊論述深植於社會脈絡中。透過多方資料的蒐集，比較不同時期旅遊書與比較不同文化背景產出的旅遊書，本論文的目的為找出台灣旅遊書的特性，討論其如何反映台灣社會與文化; 找出台灣觀點與其重要性; 並提供一個媒體和觀光之間相互關係的概要。

台灣的旅遊書因社會變遷而改變。隨著時間的演進，旅遊書對於巴黎的描寫加入了新的元素，也保留了幾個特點。首先，大部份台灣旅遊書的標題加入額外的訊息，這決定了書的走向並建議讀者一個看巴黎特定的方式。第二點則是台灣旅遊書中很明顯都有作者的身影。第三點，台灣旅遊書善用巴黎鐵塔的魅力; 如收錄大幅巴黎鐵塔的照片，書中多次提及鐵塔，和介紹鐵塔造型紀念品等。並且，近年來越來越多台灣旅遊書著重以消費角度介紹巴黎。有別於部份翻譯旅遊書，台灣旅遊書較不強調如百科全書般提供全方位的資訊。最後，大部份的台灣旅遊書頃向於忽略旅遊警訊之相關資訊。

旅遊書介紹一目的地的方式和風格受文化的影響，因此旅遊書反映了其所在文化與意識形態。此研究發現，典型的台灣旅遊書具有一額外資訊的標題，書中有明顯作者的存在，專著於消費資訊的呈現，具有跟隨潮流的頃向，忽略負面資訊，並且偶像化艾菲爾鐵塔。

Guidebooks are depicted as mediators, interpreters, and communicators of place and people. They are a part of the tourism discourse, and tourism discourse is embedded in a social context. By collecting data from a variety of sources and conducting a temporal and spatial comparison of guidebooks, this paper aims to find out characteristics and specificities of Taiwanese guidebooks on Paris and how they reflect Taiwanese society and culture; find out Taiwanese perspectives and their significance; provide an overview of the media and tourism in Taiwan and their correlation.

Locally produced guidebooks have evolved along with society overtime. Several elements have been added while certain features remain consistent in the framing of Paris. First, we see that the majority of local guidebooks include extra information in their title; this defines the direction that books take and proposes a specific way to see Paris. Then, the marked presence of the author can be found in all local guidebooks. Next, Taiwanese guidebooks capitalize on the charm of the Eiffel Tower by means of inserting large-sized glossy photos, making numerous references to it throughout the book, presenting Tower-formed souvenirs, etc. Also, chronologically, we see an increasingly hedonistic aspect in Taiwanese guidebooks; spatially, local guidebooks do not claim to be all-encompassing or encyclopedia-like. Finally, the majority of Taiwanese guides overlook the information on nuisances.

Guidebooks overtime have evolved along with social and economic changes. A guidebook reflects a particular culture and ideology, as different framing techniques are employed by guidebooks of different origins. We find out that a quintessential Taiwanese guidebook possesses an informative title, an author with marked presence, a focus on consumption, and a tendency to follow the trend while iconizing the Eiffel Tower and minimizing negative information.