| 摘要: | 觀光休閒產業是全世界最大的產業之一，行政院在1081年成立文化建設委員會，目的究在於統籌規劃國家文化建設施政，在全國性和地方性的文化發展工作上，扮演政策規劃與推動者的角色。2012年配合政府組織再造升格改制為文化部，政府對文化創意觀光產業的重視可見一斑。1998年台灣開始實施『週休二日』，國內旅遊風氣風起雲湧。縱使近年來經濟不景氣，國內旅遊消費仍然逆勢成長。 1994 年文建會提出「社區總體營造」計畫，期待藉由社區居民積極參與地方公共事務，凝聚地方共識，也讓社區居民全面性、整體性的參與規劃社區經營創造，本研究即針對南投縣仁愛鄉親愛村，規劃運用地方文化及產業特色創造社區觀光發展進行探討與研究。 本研究首先整理歸納地方文化創意產業與社區觀光之相關文獻資料，以為研究基礎。研究方法採個案研究髮、質性研究之深度訪談、半結構式訪談、文獻分析法。以嘉義縣南投縣仁愛鄉親愛村為研究對象，分別對親愛村各部落發展協會成員，親愛村教育工作者，親愛村耆老、居民、學童與政府公部門官員進行深度訪談，並將受訪者資料進行編碼分析。所得之結論如下：1. 結合族群、語言多元之地方文化與產業特色，帶動社區觀光發展。2. 連結文化圖騰、創意產業，兼顧傳統與未來走向，創作文化行銷意象。3. 整合部落差異，凝聚共識，共享共榮，發揮多元文化特色亮點。4. 運用公部門提供資源，導入學術單位研究發展，提供未來行銷策略。5. 連結萬豐、武界規劃環狀社區觀光路線、一次旅遊多元體驗。
Tourism and leisure industry is one of the biggest industries in the world. The Executive Yuan established Council for Cultural Affairs in 1981 with the aims to plan and coordinate the implementations of cultural affairs in the country and play a role of policy planner and promoter. In 2012, coupled with the restructuring of government organizations, the Council was upgraded as Ministry of Culture. The move highlighted the emphasis by the government on cultural creativeness and tourism industry. In 1998, with the implementation of “two-day weekend”, the domestic tourism ethos surged, even in recent economic recession, the consumption of domestic tourism is growing. In 1994, the Council introduced “integrated community empowerment” plan with a hope that the community residents could actively participate in local public affairs that might lead to cohere local consensus and allow community residents comprehensively and integrally participate in the planning of community operation and creation. This study aims to explore and research the planning of taking advantage of local culture and industrial characteristics to create community tourist development in Chin-Ai Village, Ren-Ai Township, Nan-Tou County. Firstly, the study reorganized and inducted the local culture-creative industry and community tourism-related literature as the basis of research. The research methods include case study, and the in-depth interview, semi-structural interview and literature analysis of qualitative research. With the residents in Chin-Ai Village, Ren-Ai Township, Nan-tou County as subjects, the researcher conducted various in-depth interviews among members of development associations of tribes, educators, seniors, residents, school children and government officials in Chin-Ai Village. After coding and analyses of materials from the interviewees, the conclusions are as follows: 1.Combine with the characteristics of local culture and industry of ethnic and linguistic diverse to promote the development of community tourism; 2.Link cultural totem, creative industry and give consideration to traditional and future trends as well as marketing imagery of creative culture; 3.Integrate the differences between tribes, cohere consensus and share prosperity to bring full play of characteristics and attraction of multiculturalism; 4.Take advantage of resources provided by the public sector and introduce R&D by academic units to provide marketing strategies in future; and 5.Link Wan-Feng and Wu-Jie to plan a cyclic community tourist route to create diverse experiences in one tour. |
