隨著經濟發展，國民生活水準的提升，週休二日制度的實施，休閒旅遊的機會日益增加，遊客在安排二日以上之旅遊休閒活動時都會有住宿上需求。在觀光旅遊事業中，旅館扮演著很重要的角色，除了旅遊景點之外，住宿體驗亦是許多人旅遊體驗中相當重要的一部分。近年興起的汽車旅館以極盡新潮、奢華的設計裝潢吸引消費者的目光，已成為許多消費者休閒、住宿的另類選擇，甚至陸客來台也指定要體驗汽車旅館住宿。 本研究透過「網路」蒐集旅遊部落格文章、網路新聞等，利用內容分析法與語義網絡分析法來分析遊客對汽車旅館的旅遊意象及體驗價值，透過Nvivo質性軟體來編碼、建立關鍵字與統計出現次數，進一步以量化方法來探究關鍵字間之相關性、接著建立ISM關係圖，並探究遊客社經背景(性別、居住地、學歷、職業及星座)所反映出的意象是否有所不同。研究結果：1.從分析結果可得知遊客對汽車旅館最深刻的意象元素有哪些? 2.從意象串連出遊客對汽車旅館體驗概念的因果脈絡圖。建議：由研究結果提供業者了解消費者的想法及需求，做為經營策略的參考。 With the growth of economy ,the increase of national income,and the implement of two days off a week, the chances of leisure and travel increase a lot. Tourists will have a large demand for staying at hotels and motels when arranging their trips. Hotels play an important part in tourism industry. In addition to sightseeing spots, the experiences and feelings of hotel staying are also emphasized and crucial during a trip. Recently, motels have been transformed into the fashionable and luxurious sightseeing spots and caught people's eye. Motels have been an alternative of lodging and a means of recreation and relaxation, and even tourists from China have a strong desire to experience the magic of motels. This study collected various internet media such as blogs,and news about motels, and employed semantic network analysis and content analysis to analyze tourists' tourism image and experiential value towards motels.NVIVO was applied to form a list of key words and their frequency. In addition, we computed the correlation between keywords and applied the Interpretive Structural Model (ISM) to explore the network among all keywords to realize the relationships among evaluation criteria. Furthermore, we also analyzed the differences of tourism image and experiential value between /among tourists' social economical background, such as gender, residence, level of education, profession and zodiac signs . This study aims to apply qualitative and quantitative analysis to explore tourists' most impressive tourism images of motels as well as the relationships among tourists' thoughts. Hopefully,this study will be beneficial and provide the suggestions for motels’ managers.
