以方法目的鏈探討客家文化觀光之利益、體驗與價值內涵
Using Means-End Chain to Explore the Benefits, Experiences, and Values of Hakka Cultural Tourism
戴有德，彭椿蓉，莊文隆，陳冠仰，王琳鈺
You-De Dai, Chun-Jung Peng, Wen-Long Zhuang, Kuan-Yang Chen, Lin-Yu Wang
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【Abstract】
本文檢視遊客在客家地區文化觀光，從中尋求何種利益，如何與
個人深層價值做為連結，產生與其期望相符合之體驗與價值。本文以方法
目的鏈模式為理論基礎，探討遊客在客家文化觀光後所獲得的價值過程，
透過面對面訪談與網路通訊軟體兩種方式進行一對一深度訪談，逐步引導
遊客說出客家文化觀光在其心中最抽象之價值。本文歸納出客家文化觀光
之特色因素共有:油桐花、客家美食、客家建築、手工藝品、民俗風情、族
群精神、自然風景等七項；感受的結果有:親切、愉悅、放鬆、新鮮有趣、
幸福滿足、瞭解當地、懷舊、歷史意義等八項；獲得的價值有增廣見聞、
增進友誼、難忘回憶、家庭和睦、沉澱心靈、重遊當地、豐富生活、文化
認同、人生動力等九項價值。
This study examines the cultural tourists in the Hakka area to
identify how they benefit from cultural tourism and to determine how their
personal values are linked to such tourism, which generates an experience and
value consistent with their expectations. This research uses means-end chain as
the theoretical basis, exploring the process of how Hakka cultural tourists acquire
value. By means of in-depth face-to-face interviews and network communication
software, the study identifies the visitors' most abstract values of Hakka cultural
tourism that are close to their hearts, which include seven attributes (tung
blossom, Hakka cuisine, Hakka architecture, handicrafts, folk customs, ethnic
spirit, and natural scenery), eight consequences (kindness, pleasure, relaxation,
fresh and interesting, happiness and satisfaction, understanding the local,
nostalgia, historical significance), and nine values (knowledge boost, friendship
enhancement, unforgettable memories, family harmony, calm mind, revisiting,
enriching life, cultural identity, and life force).
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