申論題

說明:試讀以下英文段落: （共二題，占20分

 In order to clarify the elements of wenqing(文青) tourism destinations, this paper introduced the conception of experiencescape(體驗場景), and summarized the attributes of wenqing tourism destination experiencescape by operating the grounded theory through online reviews and semistructured interviews. Based on the qualitative research results, two online questionnaire surveys were conducted successively, and six factors were extracted from the tourists’ perspective on wenqing tourism destination experiencescape: public environment, tourism resource, experience behavior, perceived space and environment, social interaction, and service personnel. In light of stimulus-organism-response theory, through on-site questionnaire survey (n = 429) to tourists from Chinese mainland and Taiwan, it was found that wenqing tourism destination experiencescape directly, or through the mediating roles of memorability and customer identification indirectly affects customer citizenship behavior. The findings will be dedicated to deepening the understanding of “wenqing” label in tourism destinations, and put forward management implications that contribute to the development of the tourism industry.