島嶼觀光地景中的異國想像：馬祖芹壁個案研究

Abstract

觀光客透過蒐集社會文化環境和觀光資本主義構建而成的觀光記號，在實踐中不斷再現觀光地景。所有人都能將上傳照片，同時實現觀看與展演觀光地景的社群媒體，成為間接加速再現循環的虛擬空間，影響觀光地景的形塑歷程。位於馬祖群島北竿鄉的芹壁聚落，沿著陡峭的山坡上保存最完整的閩東式傳統建築群，雖然位於副熱帶季風氣候區，卻擁有「臺灣希臘」的觀光形象。本研究探討「臺版希臘」的異國想像如何透過社群媒體影響遊客對芹壁聚落的觀光體驗？芹壁聚落在地社群以什麼觀點看待「臺版希臘」的地理想像？在社群媒體的虛擬空間中，在地社群如何彰顯地方的本真性？本研究透過個案研究法，蒐集芹壁聚落的網路旅遊資訊，包括部落格、社群媒體貼文和主題標籤 (Hashtag)，分析在網路上所出現「臺版希臘」的異國想像，展示社群媒體影響觀光地景的形塑歷程。利用網路上的旅遊資訊，針對曾造訪芹壁聚落的30位臺灣遊客、7位在地社群成員、4位治理地方的政府單位和9位遊憩產業業者進行深度訪談，將二手資料、訪談內容及參與觀察內容進行三角驗證，分析與希臘相關的地理元素，思考如何在島嶼觀光中加強芹壁聚落的本真性。本研究發現，第一，芹壁聚落的觀光地景建構於時間與地理環境的偶然交錯下，位於邊界的關係地景隨政治型態不斷轉換。其次，芹壁聚落透過「臺版希臘」的異國想像吸引觀光客透過大眾媒體形成再現循環，他者的客體本真性成為對觀光空間的一種詮釋方式。最後，作為因應觀光凝視所建構的地方，地方社群透過宗教信仰、語言、藝術欲突顯地方的自明性，近一步推動島嶼的觀光轉型、創造在地品牌。研究結果將有助於理解通過社群媒體上的地理想像構建觀光地景的歷程，並對打造島嶼特色品牌的島嶼形象及營銷策略提出建議及後續研究。Tourists constantly reproduce the sightseeing scenery in practice by collecting the tourism symbols constructed by the social and cultural environment and tourism capitalism. Everyone can upload photos for viewing and performing sightseeing scenery via social media, becoming a virtual space that indirectly accelerates Circles of Representation, and affects the shaping process of tourist scenery. Qinbi Village, located in Beigan Town, Matsu Islands, is the most well-preserved Mindong-style traditional building complex along the steep hillside. Although it is located in the subtropical monsoon climate zone, it has the tourist image of"Taiwanese Greece". This study explored how the exotic imagination of "Taiwanese Greece" affects tourists' experience of Qinbi village through social media? From what point of view do the local communities in Qinbi see the geographical image of "Taiwanese Greece"? In the virtual space of social media, how does the local community demonstrate the authenticity of the place? Through the case study method, this research collected online travel information of Qinbi village, including blogs, social media posts, and hashtags, and analyzes the exotic imagination of"Taiwanese Greece" that appears on the Internet. Social media influences the shaping of tourist landscapes. I conducted in-depth interviews with 30 Taiwanese tourists who had visited Qinbi village, 7 local community members, 4 local government officers, and 9 recreational industry practitioners. Using triangulation method to analyze geographical elements related to Greece, from the internet, interviewing content and participation observation. We discussed about how to enhance the authenticity ofthe Qinbi village in island tourism. This study found that, first, the tourismscape of Qinbi village was constructed under the accidental interlacing of time and geographical environment, and the relational landscape located at the border was constantly changing with the political type. Secondly, the Qinbi village attracts tourists through the exotic imagination of "Taiwanese Greece" to form Circles of Representation through social media, and the object authenticity of the outsider becomes a way of interpreting the tourismscape. Finally, as a place constructed in response to the gaze of tourist, the local community wants to highlight the self-identity of the place through religious belief, dialect, and art, and further promote the tourism transformation of the island and create a local brand. The results of the study will help to understand the process of constructing tourismscape through landmark images on social media and provide suggestions and follow-up research for building island images and marketing strategies for island-specific brands.