- 期刊
地方創生與旅遊管理：以日本沖繩國頭村為例，探討地域限定旅行業與DMO策略的實施與挑戰
Local Revitalization and Tourism Management: A Case Study of Kunigami Village in Okinawa, Japan, Exploring the Implementation and Challenges of Area-Specific Travel Industry and DMO Strategies
摘要
隨著人口過度集中於都會區和人口結構的變化，我國面臨著發展上的重大挑戰。為應對這一問題，行政院於2019年開始推動地方創生政策。同時，全球旅遊趨勢的變化，尤其是自由行的興起和網路時代的到來，也對旅遊業產生了深遠影響。鑑於此，本研究旨在探討地方觀光發展相關政策，特別是日本在面對類似問題時所採取的策略。日本於2014年提出《地方創生》政策，並積極修改過時的法律條款，推動觀光政策以振興地方經濟。本研究以日本沖繩國頭村為案例，深入了解其在推行「地域限定旅行業」和「旅遊地管理暨行銷組織制度」簡稱“DMO”過程中所遭遇的問題。研究結果顯示，日本在地方觀光發展政策上的重點包括加強地方黏著度、組織的建立與法規修訂。特別是在組織建立方面，以成立地區DMO為主要推動策略，並在法規修訂上著重於簡化和合法化地區業者的輔導，以降低青年參與的困難度。本研究建議，應重視結合DMO與地方創生的趨勢，鼓勵年輕人參與回鄉觀光產業，推動地方創生。此外，建議加強企業參與、規劃建立輔導DMO組織、加強相關人才培養與投入、修訂相關法規、建置觀光大數據資料庫和調查統計技術，以支持地方創生和旅遊管理的有效實施。
並列摘要
With the over-concentration of population in urban areas and changes in demographic structures, our country faces significant developmental challenges. To address these issues, the Executive Yuan initiated local revitalization policies in 2019. Concurrently, the evolving global travel trends, particularly the rise of independent travel and the advent of the digital era, have profoundly impacted the tourism industry. In light of this, this study aims to explore policies related to local tourism development, focusing on the strategies adopted by Japan in facing similar challenges. In 2014, Japan introduced the "Local Revitalization" policy and actively amended outdated legal provisions to promote tourism policies for revitalizing local economies. This research uses Kunigami Village in Okinawa, Japan, as a case study to understand the challenges encountered in implementing the "Area-Specific Travel Industry" and "DMO" initiatives. The findings indicate that Japan's focus on local tourism development policies includes strengthening local adherence, establishing organizations, and revising regulations. Particularly in organizational development, establishing regional DMOs is a key strategy, with legal revisions emphasizing the simplification and legalization of guidance for local operators to reduce the barriers for youth participation. This study suggests that the trend of combining DMOs with local revitalization should be emphasized, encouraging young people to participate in the hometown tourism industry to promote local revitalization. Additionally, it recommends enhancing corporate participation, planning and establishing guidance for DMO organizations, strengthening the training and involvement of relevant talents, revising related regulations, and establishing tourism big data databases and survey statistical techniques to support the effective implementation of local revitalization and tourism management.