海外自助旅行者隱喻建構共識地圖之研究

Abstract

臺灣的出國旅遊方式已從團體旅遊，慢慢發展爲半自助旅行及全自助旅行的型態。這些海外自助旅行者採用有別於完全委託他人的方式，自主性的來決定旅遊過程，這些消費者選擇自助旅行的想法核心非常值得探究。因此，本研究採用新一代消費者傾聽工具中的隱喻抽取概念技術(Zaltman Metaphor Elicitation Technique, ZMET)，來抽取海外自助旅行者內心深層想法的關鍵構念(Key Constructs)，並進一步建構共識地圖(Consensus Map)。研究結果共抽取出31個關鍵構念，這31個關鍵構念表示海外自助旅行者的想法核心。本研究再將關鍵構念分解爲起始構念、連結構念及終結構念，完成海外自助旅行者的共識地圖的建構。共識地圖代表海外自助旅行消費群對於海外自助旅行的深層思維，也是此目標市場消費者的共識。最後，共識地圖歸納出海外自助旅行者的起始動機、想法結構及最終期望所可能涵蓋的構念，來做爲預設理論或概念架構的基礎。

More and more people in Taiwan choose to travel overseas on their own or with only some help of travel agencies instead of joining the groups fully arranged by travel agencies. The core thoughts that drive travelers themselves rather than with traveling groups are worth researching. Therefore, the Zaltman Metaphor Elicitation Technique (”ZMET”), a new tool for listening to consumers, is employed to identify the key constructs in the mind of backpackers and then to build up the consensus map. There are 31 key constructs that show backpackers' core thoughts are identified through the research. The 31 key constructs are further divided into originator constructs, connector constructs and destination constructs. All these constructs are used to complete the above-mentioned consensus map. The consensus map represents backpackers' deep thoughts and shows the consumers' consensus of the target market as well. Finally, through induction, the consensus map indicates the backpackers' initial motivations, thinking frame and final expectations that could be used as the basis of assumption theory or concept structure.