面對新冠肺炎疫情下高雄地區旅行社結合地方創生經營策略之探討

本研究主要探討在目前新冠肺炎疫情漫延下，旅行社如何結合地方創生進行遊程規劃進行探討。本研究採質性研究方法，首先透過文獻蒐集及整理地方創生相關個案，並且對相關文獻資料進行彙整與探討，進而擬定本研究主要的訪談題綱，而後再透過相關政府官員、旅行社業者、地方發展協會人員等進行深度訪談。本研究透過訪談結果彙整發現對於旅行社結合地方創生未來經營方向可朝向深度體驗及深入當地地方文化、特產、歷史、文物等角度著手，以情話顧客真正能了解地方實際的產業型態，並且透過精細的介紹，也能強化顧客對於地方的認知及印象，進而提升顧客喜歡當地、了解當地、留在當地的念想，也才能真正達到地方創生主要的目標，並且旅行社應結合地方創生的經營策略可透過地方歷史文化以及深度旅行的方式去包裝，並且也應避免其他低價攬客、市場亂象、名不符實的旅遊行程產生，並且針對旅遊型態應有更深入及更多元化的設計面向，如此才能提升高雄地區未來旅行社跨足地方創生遊程的主要利基。

關鍵字

新冠肺炎疫情；地方創生；經營策略

並列摘要

This research mainly discusses how travel agencies combine local creations to plan tours during COVID-19. Therefore, this research adopts qualitative research methods. In the relevant research process, this research first collects and reviews literature local revitalization. Based on the results of interviews, this research found that the combination of travel agencies and local creation of the future business direction can start from the perspectives of in-depth experience and in-depth local culture, specialties, history, cultural relics, etc., in order to say that customers can truly understand the actual industry type of the place, and through A detailed introduction can also strengthen customers' awareness and impression of the place, and then enhance customers' desire to like, understand and stay in the local area. Only then can the main goal of creating a place be truly achieved, and relevant case studies are collected and discussed, and then the main interview topics of this research are drawn up, and then in-depth interviews are conducted through relevant government officials, travel agencies, and local development association personnel to obtain the final research of this research. The results of this study found that travel agencies should combine the business strategy of local creation and packaging through local history, culture and in-depth travel, and they should also avoid other low-cost solicitation of customers, market chaos, and misleading travel itineraries, and there should be a deeper and more diversified design for tourism. It can also enhance the main niche for future travel agencies in Kaohsiung to step into the local creation journey.