微型行銷概念下的地方休憩詩學創作 ─ 以排灣族泰武萬安村為例

The Poetics Creation for Place Leisure and Recreation on the Concept of Micro-marketing：A Case Study of Taiwu Wanan Village

楊日申(Rih-Shen Yang)

指導教授 ： 林俊男

共同指導教授 ： 黃士哲(Shih-Che Huang)

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2013年)

https://doi.org/10.6827/NFU.2013.00046

摘要

在後現代的背景中，消費的自主讓消費者在市場具有多面向的選擇權，生產者則在有利潤的考量下，以符合自身理念或滿足消費者的想像進行生產，兩者的共識為後現代行銷基礎。本文關注行銷與地方的關係，藉由較不破壞當地文化真實性為思考，提出微型行銷一詞，「微」分別對應當地「細觀、少量、慢速」特質，讓消費者能體驗富涵意義的原味旅程，又或者是一處提供寧靜、放鬆身心靈的地方。
本研究運用質性研究方法中的參與觀察與深度訪談，針對排灣族萬安村的場所精神進行個案研究，對於自然和人為環境現象、結構和特性進行描述，理解部落環境空間、功能和意義的整體連結關係，再以詩學的創作透顯部落獨特的場所精神，作為引領外來者(遊客)喚起深層文化感受之場域氛圍的參照媒介。

在微型行銷概念下，本文以詩學作為部落休憩發展上的一種方式，讓文化旅遊者能夠與文學選項進行連結。就此，喜愛文學的文化旅遊者，能透過本文的地方詩學創作之引導，進而體驗萬安村的自然與人為環境，並以本身對部落的意象進行創作，讓詩學蘊融於部落的場所精神之中，是一個真正展現遊憩「再創造」（Re-creation）手法的整體關係。

關鍵字

萬安村 ； 排灣族 ； 場所精神 ； 休憩詩學 ； 微型行銷

並列摘要

In the postmodern era, the independent consumers have various options in market, while the producers have to take profit into consideration so as to provide their own ideas or meet the demands of consumers’ imagination. The consensus is the basis of the postmodern marketing. This study focuses on the relationship between the marketing and the locals, creating a term called micro-marketing by the deliberation of local authenticity which does less harm. The word “micro” corresponds to “meticulous, few and slow” separately in order to let consumers experience a meaningful journey or to offer a peaceful place where people can relax their minds.

In this study, we use qualitative research method which includes participant observation and in-depth interview, aiming at the individual research about the Genius loci of the Wanan village at Paiwan tribe. The paper gives the description of nature, phenomenon of human-made, structure and atmosphere. Understanding the connection of environment, function and meaning, we’ll show the unique tribal Genius loci by poetry creation which will arouse tourists’ deepest cultural feeling and references for local atmosphere.

This study uses poetry as a way of development for tribal leisure and recreation in the concept of micro- marketing in order to let cultural tourists have connection with literature options. Hence people who love cultural journey can experience nature of the Wanan village and artificial resources by guidance of the local poetry creation through this study. They can write poems based on their own tribal images so the poetry could be integrated into Genius loci which truly show a whole relationship of “Re-creation”.

並列關鍵字

Wanan Village ； The Paiwan ； Genius Loci ； The Poetics for Leisure-Recreation ； Micro-Marketing

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