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人物專訪 PEOPLE

解構後現代旅遊未來趨勢
DECODING POSTMODERN TOURISM

“後現代旅遊”是賴教授近年的重 Postmodern tourism has become one of Professor Lai’s major
點研究方向之一，是一個結合文化 research areas in recent years. Viewed through the lens of
理論與旅遊現象的概念，也是一種 cultural theory, he notes that “postmodern tourists” today
對傳統旅遊模式進行反思或重新定 embrace spontaneity and seek diversity, a style of travel that
義的旅行態度和行為。賴教授他觀 questions and reshapes the conventions of traditional tourism.
察到“後現代旅客”一般喜歡隨興 “Their only constant,” Professor Lai remarks with a smile, “is an
出走，追求多元價值觀，笑說善變 unwavering love of change.” To engage this dynamic segment,
是他們唯一不變的特質。要真正理 factors such as cross-cultural values and shared lifestyles
解並吸引這群旅遊消費者，市場分 become central to creating experiences that truly resonate.
類應考慮多樣特徵，如國籍和跨文
From traditional group tours to independent trips and even
化共享的價值觀等。
spur-of-the-moment journeys, travel styles and traveller
由傳統旅行團、自由行到即興旅行， mindsets are constantly evolving. Professor Lai recalls a past
旅遊模式與旅客心態正不斷演變。 visit to Taiwan’s Gaomei Wetlands with his students: as dusk
賴教授回憶過往帶學生去台灣高美 approached, everyone lingered quietly, reluctant to leave,
濕地的經驗，眾人依依不捨靜待黃 simply sitting together to watch the sunset. For him, that
昏來臨，一同坐著靜看日落，就是 moment perfectly captured the essence of “quality travel”.
“旅遊品質”的最佳寫照。“從前 “In the past, tourists often focused on the number of trips and
旅客大多著重於旅遊次數和觀光購 shopping experiences; today, they value depth of experience
物體驗，現在則重視體驗深度和‘生 and a sense of everyday life.” Creating memorable travel
活化’程度。因此，打造旅遊體驗 experiences, he adds, is about winning hearts, making visitors
重要的其中一環，是留住旅客的心， want to stay a little longer and come back again.
讓他們流連忘返。”

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