This thesis probes into the consumption situations and characteristics of contemporary postcrds in Taiwan. The main purpose of this study focuses on people enjoying to purchase and collect postcards during trips. Their identities and consumption behavior change in tourism industry. There are two research methods in the study, including in-dephth interview of lovers of consuming postcards and text analysis of tourist gaze and writing about postcards. The conclusion of this research is induced as follows: 1. The symbolic consumption supports their keeping purchasing and collecting behavior and influences their self identities and social identity. 2. The lovers of postcards place importance on second gaze by tourist experience, not tourist gaze. 3. The consuming postcards identify with tour and these postcards urge them to travel abroad.