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題名 從體驗行銷觀點看台灣背包客異國旅行經驗
A study on the outbound experiences of Taiwanese backpackers —from the perspective of experiential marketing
作者 洪佳琳
Hung, Chia Lin
貢獻者 張愛華<br>祝鳳岡<br>白崇亮
洪佳琳
Hung, Chia Lin
關鍵詞 自助旅行
台灣背包客
體驗行銷
Backpacking
Taiwanese backpakcers
Experiential marketing
日期 2010
上傳時間 9-Sep-2013 11:05:15 (UTC+8)
摘要 無
Backpacker is an emerging new market niche in current International tourism market. It’s important to understand backpackers’ touring experiences with specific national identity to benefit global destination experience providers. Therefore, metaphors concerning backpacking experiences are projected first. Second, from the perspective of experiential marketing, this study is attempted to analyze Taiwanese backpackers’ outbound traveling experience elements which engage sense, feel, think, act, and relate experiences for creating unique and lasting memories, by examining direct influential factors. Then, according to their satisfaction statements, their perspectives about overall on-tour experiences are concluded.

This study adopts quasi-netnography methodology, alone with event-based narrative inquiry technique, to analyze 37 Taiwanese backpackers’ online narratives on backpackers.com.tw. The metaphors, direct influential factors (personnel, other tourist, product/souvenir, and physical environment) on five experience modules (sense, feel, act, think, and relate), and satisfaction (overall evaluation, recommendation, and willing of revisit) are examined. And, the reliability check achieves significance level.

The results show that five metaphors can be seen as bases for designing unforgettable backpacking experiences. And, aside from direct influences, there are also other three indirect influences (media, cultural status, and resource constraint). Further, “people” and “environment” factors influence Taiwanese backpackers’ on-tour experiences most. Next, their experiences encompass multi-sensory experiences, engaged/involved emotions, personal cognitive development, social relationship building, and personal fulfillment. Finally, the finding regarding satisfaction can be used as a management tool to enhance the overall experience. Thus, this study sheds light on offering practical insights to International tourism industry.
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Adler, J. (1989). "Travel as Performed Art." The American Journal of Sociology 94(6): 1366-1391.

Arnould, E. (2007). Consuming experience. Retrospects and prospects. Consuming Experience. A. C. B. Cova. London, Routledge: p185-194.

Arnould, E. J. and L. L. Price (1993). "River Magic: Extraordinary Experience and the Extended Service Encounter." Journal of Consumer Research 20(1): 24-45.

Bamberg, M. (2006). "Stories: Big or small: Why do we care?" Narrative Inquiry 16(1): 139-147.

Belk, R. (1975). "Situational variables and consumer behaviour." Journal of Consumer Research 2(3): p157-164.

Bitner, M. J., Booms, B. H. & Mohr, L. A. (1994). "Critical service encounters: The employees` viewpoint." Journal of Marketing Management 58: p95-106.

Bruner, J. (1986). Actual Minds, Possible Worlds. Cambridge, MA: Harvard University Press.

Butterfield, L. D., W. A. Borgen, et al. (2005). "Fifty years of the critical incident technique: 1954-2004 and beyond." Qualitative Research 5(4): 475-497.

Carù, A. and B. Cova (2006). "How to facilitate immersion in a consumption experience: Appropriation operations and service elements." Journal of Consumer Behaviour 5(1): 4-14.

Carù, A. and B. Cova (2007). Consuming experience. Abingdon, [England]; N.Y., NY, Routledge.

Carù, A. a. C., Bernard (2008). "Small versus big stories in framing consumption experiences." Qualitative Market Research: An International Journal 11(2): 166-176.

Carlson, R. A. (1997). Experienced cognition. New York, Lawrence Erlbaum Associations.

Cohen, E. (1972). "Toward a Sociology of International Tourism." Social Research 39: 164-182.

Cohen, E. (1973). "Nomads from Affluence: Notes on the Phenomenon of Drifter-Tourism." International Journal of Comparative Sociology 14(1-2): 89-103.

Cohen, E. (1979). "A Phenomenology of Tourist Experiences " Sociology 13(2): 179-201.

Cohen, S. (2010). Reconceptulising lifestyle travelers: contemporary `drfters`. Beyond backpacker tourism : mobilities and experiences. K. a. A. D. Hannam. Bristol, UK; Buffalo, NY, Channel View Publications.

Commission, C. T. (2010). Experiences: a toolkit for partners of the Canadian Tourism Commission. L. a. A. C. C. i. Publication.

Dan Padgett, D. A. (1997). "Communicating experiences: A narrative approach to creating service brand image." Journal of Advertising 26(4): 49-62.

Dann, G. M. S. (1996). The Language of Tourism. A Sociolinguistic Perspective. Wallingford, CAB International.

Dann, G. (2002). The tourist as a metaphor of the social world. Wallingford, CABI Publ.

Elliott, R. a. N. J.-E. (2003). "Using ethnography in strategic consumer research." Qualitative Market Research 6(4): 215.

Elsrud, T. (2001). "Risk creation in traveling: Backpacker Adventure Narration." Annals of Tourism Research 28(3): 597-617.

Fog, K., Budtz, C., & C Yakaboylu, B. (2003). Storytelling:Branding in Practice, Springer.

Goffman, E. (1959). Presentation of Self In Everyday Life. Carden City, Doubleday Anchor Books, Doubleday & Company, Inc.

Gordon, B. (1986). "The Souvenir: Messenger of the Extraordinary." Journal of Popular Culture 20(3): p135-146.

Goulding, C. (2003). "Issues in representing the postmodern consumer." Qualitative Market Research 6(3): 152.

Grove, S. J., Raymond P. Fisk, and Joby John (2000). Service as Theater. Handbook of service marketing and management. T. A. S. a. D. Iacobucci. Thousand Oaks, CA, Sage: p21-35.

Hanefors, M. and L. Mossberg (2003). "Searching For the Extraordinary Meal Experience." Journal of Business & Management 9(3): 249-270.

Hannam, K. and I. Ateljevic, Eds. (2008). Backpacker tourism : concepts and profiles. Tourism and cultural change, 13. Clevedon; Buffalo, Channel View Publications.

Hannam, K. and A. Diekmann, Eds. (2010). Beyond backpacker tourism : mobilities and experiences. Bristol, UK; Buffalo, NY, Channel View Publications.

Helkkula, M. P. (2010). "Narratives and metaphors in service development." Qualitative Market Research: An International Journal 13(4): 354-371.

Henning, C. (2002). Tourism: Enacting Modern Myths. The Tourist as a metaphor of the social world. G. Dann. Wallingford, CABI: 169-187.

Holbrook, M. B. (2005). "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection." Journal of Business Research 58(1): 45-61.

Holbrook, M. B. and E. C. Hirschman (1982). "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun." Journal of Consumer Research 9(2): 132-140.

Jensen, R. (1999). How the coming shift from information to imagination will transform your business. New York, McGraw-Hill.

Kotler, P. (1973). "Atmospherics as a Marketing Tool." Journal of Retailing 49(4): 48.

Kozinets, R. V. (2002). "The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities." Journal of Marketing Research (JMR) 39(1): 61-72.

Kozinets, R. V. (2010). Netnography:doing ethnographic research online. London, SAGE Publications Ltd.

Laing, J. H. and G. I. Crouch (2009). "Myth, adventure and fantasy at the frontier: metaphors and imagery behind an extraordinary travel experience." International Journal of Tourism Research 11(2): 127-141.

Laliberté, M. (2006). "Authenticity - What do they( tourists) really want? ." Retrieved 10, Jun, 2011, from www.canadatourism.com

Larsen, S. (2007). "Aspects of a Psychology of the Tourist Experience." Scandinavian Journal of Hospitality & Tourism 7(1): 7-18.

Loker-Murphy, L. and P. L. Pearce (1995). "Young budget travelers: Backpackers in Australia." Annals of Tourism Research 22(4): 819-843.

Loker-Murphy, L. (1996). "Backpackers in Australia: A motivation-based segmentation study." Journal of travel & tourism marketing 5(4): 23-45.

MacCannell, D. (1973). "Staged Authenticity: Arrangements of Social Space in Tourist Settings." The American Journal of Sociology 79(3): 589-603.

Maoz, D. (2007). "Backpackers` motivations the role of culture and nationality." Annals of Tourism Research 34(1): 122-140.

Mathwick, C., N. Malhotra, et al. (2001). "Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment." Journal of Retailing 77(1): 39-56.

McCabe, S. (2002). The Tourist Experience and Everyday Life. The Tourist as A Metaphor of The Social World. G. Dann. Wallingford, CABI: p61-75.

Mossberg, L. (2007). "A Marketing Approach to the Tourist Experience." Scandinavian Journal of Hospitality & Tourism 7(1): 59-74.

Mossberg, L. (2008). "Extraordinary Experiences through Storytelling." Scandinavian Journal of Hospitality & Tourism 8(3): 195-210.

Murphy, L. (2001). "Exploring social interactions of backpackers." Annals of Tourism Research 28(1): 50-67.

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Noy, C. (2007). A narrative community : voices of Israeli backpackers. Detroit, Wayne State University Press.

O`Dell, T. and P. Billing (2005). Experiencescapes : tourism, culture and economy. Copenhagen, Copenhagen Business School Press.

O`Reilly, C. C. (2006). "From drifter to gap year tourist: Mainstreaming Backpacker Travel." Annals of Tourism Research 33(4): 998-1017.

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Richards, G. and J. Wilson, Eds. (2004). The global nomad : backpacker travel in theory and practice. Clevedon, Channel View Publications.

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Sørensen, A. (2003). "Backpacker ethnography." Annals of Tourism Research 30(4): 847-867.

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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
96461001
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096461001
資料類型 thesis
dc.contributor.advisor 張愛華<br>祝鳳岡<br>白崇亮zh_TW
dc.contributor.author (Authors) 洪佳琳zh_TW
dc.contributor.author (Authors) Hung, Chia Linen_US
dc.creator (作者) 洪佳琳zh_TW
dc.creator (作者) Hung, Chia Linen_US
dc.date (日期) 2010en_US
dc.date.accessioned 9-Sep-2013 11:05:15 (UTC+8)-
dc.date.available 9-Sep-2013 11:05:15 (UTC+8)-
dc.date.issued (上傳時間) 9-Sep-2013 11:05:15 (UTC+8)-
dc.identifier (Other Identifiers) G0096461001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60574-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 96461001zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) Backpacker is an emerging new market niche in current International tourism market. It’s important to understand backpackers’ touring experiences with specific national identity to benefit global destination experience providers. Therefore, metaphors concerning backpacking experiences are projected first. Second, from the perspective of experiential marketing, this study is attempted to analyze Taiwanese backpackers’ outbound traveling experience elements which engage sense, feel, think, act, and relate experiences for creating unique and lasting memories, by examining direct influential factors. Then, according to their satisfaction statements, their perspectives about overall on-tour experiences are concluded.

This study adopts quasi-netnography methodology, alone with event-based narrative inquiry technique, to analyze 37 Taiwanese backpackers’ online narratives on backpackers.com.tw. The metaphors, direct influential factors (personnel, other tourist, product/souvenir, and physical environment) on five experience modules (sense, feel, act, think, and relate), and satisfaction (overall evaluation, recommendation, and willing of revisit) are examined. And, the reliability check achieves significance level.

The results show that five metaphors can be seen as bases for designing unforgettable backpacking experiences. And, aside from direct influences, there are also other three indirect influences (media, cultural status, and resource constraint). Further, “people” and “environment” factors influence Taiwanese backpackers’ on-tour experiences most. Next, their experiences encompass multi-sensory experiences, engaged/involved emotions, personal cognitive development, social relationship building, and personal fulfillment. Finally, the finding regarding satisfaction can be used as a management tool to enhance the overall experience. Thus, this study sheds light on offering practical insights to International tourism industry.		en_US
dc.description.tableofcontents 1 Introduction……………………………………………………………………………1
1.1 Background………………………………………………………………………1
1.2 The purpose of the study…………………………………………………………3
1.3 Research boundary and research target……………………………………………4
1.4 Research process…………………………………………………………………5

2 Literature review……………………………………………………………………7
2.1 Backpacker and backpacking……………………………………………………7
2.1.1 definition and characteristic………………………………………………8
2.1.2 backpacking—typology……………………………………………13
2.2 Tourist experience and experiential marketing…………………………………14
2.2.1 tourist experience…………………………………………………………14
2.2.2 backpacker as a collector and creator of experiences…………………22
2.2.3 experiential marketing and experiential value…………………………26
2.3 Retrospective narratives of backpacking experiences…………………35

3 Research design……………………………………………………………………37
3.1 Methodology……………………………………………………………………37
3.2 Data collection and definition……………………………………………………42
3.3 Coding standard and research framework………………………………………44

4 Data analysis…………………………………………………………………………48
4.1 Background information…………………………………………………………48
4.1.1 Portrayal of Taiwanese Backpackers…………………………………………54
4.2 Analysis of Taiwanese backpackers’ narratives on experience…………………58
4.2.1 reliability check……………………………………………………………59
4.2.2 what are my traveling experiences like……………………………………59
4.2.3 the way influential factors have impact on backpacking experiences……69
4.2.4 multi-factors on experience modules……………………………………113
4.2.5 backpacker satisfaction…………………………………………………114

5 Conclusion…………………………………………………………………………122
5.1 Inter-relations between factors & experiences…………………………………122
5.2 Research contributions…………………………………………………………128
5.3 Applications, future research, and limitations…………………………………128
5.3.1 applications…………………………………………………………129
5.3.2 limitations……………………………………………………………134

Reference.............................................................................................................................136
Appendix1………………………………………………………………………………143


List of Figures

Figure 1-1: Research process of this research………………………………………………6
Figure 2-1: The conceptual model of the tourist experience………………………………17
Figure 2-2: Proposed factors influencing the consumer experience within the context of tourism…………………………………………………………………………18
Figure 2-3: Backpacker’s Experience Formation…………………………………………25
Figure 2-4: The Experience Realms………………………………………………………29
Figure 2-5: Strategic Issues of the Experiential Grid………………………………………31
Figure 2-6: Example of Backpackers’ Experience Grid……………………………………32
Figure 3-1: Complete ethnographic approach to consumption experiences………………40
Figure 3-2: Research Framework of Taiwanese Backpackers’ Experiences………………47
Figure 4-1: Interrelationship Analysis between Factors and Experiences…………………69
Figure 4-2: Relationships between “personnel” factor and five experience modules………72
Figure 4-3: Relationships between “other tourist” factor and five experience modules……82
Figure 4-4: Relationship between “product/souvenir” factor and five experience modules..87
Figure 4-5: Relationship between “physical environmental” factor and five experience modules…………………………………………………………………91
Figure 5-1: Interrelations between Factors & Experiences………………………………126
Figure 5-2: Conceptual Model of Taiwanese Backpackers’ Experiences…………………127
Figure 5-3: Creating Experience Platform for Taiwanese Backpackers…………………132

Image 4-1: 人間天堂………………………………………………………………………68
Image 4-2: 我應該是在天堂………………………………………………………………68
Image 4-3: 這個畫面好像一幅畫，好Peace.......................................................................68





List of Tables

Table 2-1: Definition and characteristic of backpacker……………………………………10
Table 2-2: Research History of Backpacker………………………………………………11
Table 2-3: Motivations, Behaviors, and Attitudes of Backpackers Worldwide……………12
Table 2-4: Important Elements of Backpacking Experiences………………………………23
Table 2-5: Experience Activity Design……………………………………………………34
Table 3-1: Selected Narrators (Backpackers) on the backpackers.com.tw………………43
Table 3-2: Interpretation of Coding Standard………………………………………………45
Table 4-1: Backpackers’ Statistical Table…………………………………………………49
Table 4-2: Metaphors Used by Narrators…………………………………………………64
Table 4-3: Other Indirect Influence—media………………………………………………103
Table 4-4: Other Indirect Influence—cultural status………………………………………108
Table 4-5: Other Indirect Influence—budget………………………………………………110
Table 4-6: Satisfaction Description of Backpackers………………………………………119
Table 5-1: Experience Providers for Taiwanese Backpackers……………………………133		zh_TW
dc.format.extent 1224594 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096461001en_US
dc.subject (關鍵詞) 自助旅行zh_TW
dc.subject (關鍵詞) 台灣背包客zh_TW
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) Backpackingen_US
dc.subject (關鍵詞) Taiwanese backpakcersen_US
dc.subject (關鍵詞) Experiential marketingen_US
dc.title (題名) 從體驗行銷觀點看台灣背包客異國旅行經驗zh_TW
dc.title (題名) A study on the outbound experiences of Taiwanese backpackers —from the perspective of experiential marketingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Adler, J. (1985). "Youth on the road : Reflections on the history of tramping." Annals of Tourism Research 12(3): 335-354.

Adler, J. (1989). "Travel as Performed Art." The American Journal of Sociology 94(6): 1366-1391.

Arnould, E. (2007). Consuming experience. Retrospects and prospects. Consuming Experience. A. C. B. Cova. London, Routledge: p185-194.

Arnould, E. J. and L. L. Price (1993). "River Magic: Extraordinary Experience and the Extended Service Encounter." Journal of Consumer Research 20(1): 24-45.

Bamberg, M. (2006). "Stories: Big or small: Why do we care?" Narrative Inquiry 16(1): 139-147.

Belk, R. (1975). "Situational variables and consumer behaviour." Journal of Consumer Research 2(3): p157-164.

Bitner, M. J., Booms, B. H. & Mohr, L. A. (1994). "Critical service encounters: The employees` viewpoint." Journal of Marketing Management 58: p95-106.

Bruner, J. (1986). Actual Minds, Possible Worlds. Cambridge, MA: Harvard University Press.

Butterfield, L. D., W. A. Borgen, et al. (2005). "Fifty years of the critical incident technique: 1954-2004 and beyond." Qualitative Research 5(4): 475-497.

Carù, A. and B. Cova (2006). "How to facilitate immersion in a consumption experience: Appropriation operations and service elements." Journal of Consumer Behaviour 5(1): 4-14.

Carù, A. and B. Cova (2007). Consuming experience. Abingdon, [England]; N.Y., NY, Routledge.

Carù, A. a. C., Bernard (2008). "Small versus big stories in framing consumption experiences." Qualitative Market Research: An International Journal 11(2): 166-176.

Carlson, R. A. (1997). Experienced cognition. New York, Lawrence Erlbaum Associations.

Cohen, E. (1972). "Toward a Sociology of International Tourism." Social Research 39: 164-182.

Cohen, E. (1973). "Nomads from Affluence: Notes on the Phenomenon of Drifter-Tourism." International Journal of Comparative Sociology 14(1-2): 89-103.

Cohen, E. (1979). "A Phenomenology of Tourist Experiences " Sociology 13(2): 179-201.

Cohen, S. (2010). Reconceptulising lifestyle travelers: contemporary `drfters`. Beyond backpacker tourism : mobilities and experiences. K. a. A. D. Hannam. Bristol, UK; Buffalo, NY, Channel View Publications.

Commission, C. T. (2010). Experiences: a toolkit for partners of the Canadian Tourism Commission. L. a. A. C. C. i. Publication.

Dan Padgett, D. A. (1997). "Communicating experiences: A narrative approach to creating service brand image." Journal of Advertising 26(4): 49-62.

Dann, G. M. S. (1996). The Language of Tourism. A Sociolinguistic Perspective. Wallingford, CAB International.

Dann, G. (2002). The tourist as a metaphor of the social world. Wallingford, CABI Publ.

Elliott, R. a. N. J.-E. (2003). "Using ethnography in strategic consumer research." Qualitative Market Research 6(4): 215.

Elsrud, T. (2001). "Risk creation in traveling: Backpacker Adventure Narration." Annals of Tourism Research 28(3): 597-617.

Fog, K., Budtz, C., & C Yakaboylu, B. (2003). Storytelling:Branding in Practice, Springer.

Goffman, E. (1959). Presentation of Self In Everyday Life. Carden City, Doubleday Anchor Books, Doubleday & Company, Inc.

Gordon, B. (1986). "The Souvenir: Messenger of the Extraordinary." Journal of Popular Culture 20(3): p135-146.

Goulding, C. (2003). "Issues in representing the postmodern consumer." Qualitative Market Research 6(3): 152.

Grove, S. J., Raymond P. Fisk, and Joby John (2000). Service as Theater. Handbook of service marketing and management. T. A. S. a. D. Iacobucci. Thousand Oaks, CA, Sage: p21-35.

Hanefors, M. and L. Mossberg (2003). "Searching For the Extraordinary Meal Experience." Journal of Business & Management 9(3): 249-270.

Hannam, K. and I. Ateljevic, Eds. (2008). Backpacker tourism : concepts and profiles. Tourism and cultural change, 13. Clevedon; Buffalo, Channel View Publications.

Hannam, K. and A. Diekmann, Eds. (2010). Beyond backpacker tourism : mobilities and experiences. Bristol, UK; Buffalo, NY, Channel View Publications.

Helkkula, M. P. (2010). "Narratives and metaphors in service development." Qualitative Market Research: An International Journal 13(4): 354-371.

Henning, C. (2002). Tourism: Enacting Modern Myths. The Tourist as a metaphor of the social world. G. Dann. Wallingford, CABI: 169-187.

Holbrook, M. B. (2005). "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection." Journal of Business Research 58(1): 45-61.

Holbrook, M. B. and E. C. Hirschman (1982). "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun." Journal of Consumer Research 9(2): 132-140.

Jensen, R. (1999). How the coming shift from information to imagination will transform your business. New York, McGraw-Hill.

Kotler, P. (1973). "Atmospherics as a Marketing Tool." Journal of Retailing 49(4): 48.

Kozinets, R. V. (2002). "The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities." Journal of Marketing Research (JMR) 39(1): 61-72.

Kozinets, R. V. (2010). Netnography:doing ethnographic research online. London, SAGE Publications Ltd.

Laing, J. H. and G. I. Crouch (2009). "Myth, adventure and fantasy at the frontier: metaphors and imagery behind an extraordinary travel experience." International Journal of Tourism Research 11(2): 127-141.

Laliberté, M. (2006). "Authenticity - What do they( tourists) really want? ." Retrieved 10, Jun, 2011, from www.canadatourism.com

Larsen, S. (2007). "Aspects of a Psychology of the Tourist Experience." Scandinavian Journal of Hospitality & Tourism 7(1): 7-18.

Loker-Murphy, L. and P. L. Pearce (1995). "Young budget travelers: Backpackers in Australia." Annals of Tourism Research 22(4): 819-843.

Loker-Murphy, L. (1996). "Backpackers in Australia: A motivation-based segmentation study." Journal of travel & tourism marketing 5(4): 23-45.

MacCannell, D. (1973). "Staged Authenticity: Arrangements of Social Space in Tourist Settings." The American Journal of Sociology 79(3): 589-603.

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