以鄉村旅遊活化地區發展之策略研究

本研究透過深度訪談，瞭解台灣地區鄉村旅遊發展之現況及未來可行之發展策略。再經由兩回合改良式德菲法問卷，收斂產、官、學之三方面之意見，整合出「鄉村旅遊對活化地區發展之影響」以及「以鄉村旅遊活化地區發展之策略」。研究發現，鄉村旅遊活化地區發展之策略，可分為短期及中長期推動策略。在短期策略上，政府方面有：訂立明確之鄉村旅遊發展政策與法令、協助評估鄉村旅遊發展、適度增加公共建設、輔導地區產業轉型與社區營造、實施相關人員之教育訓練、鼓勵青年返鄉；在鄉村旅遊業者部分，則有：善加利用鄉村特色資源、積極參與社區發展、提昇鄉村旅遊服務品質。中長期策略方面，政府應當提供多元之支援協助、鼓勵宣傳鄉村旅遊及宣傳拓展國際旅遊市場；鄉村旅遊業者本身則可以進行策略聯盟、鄉村資源創意開發、遊客客源多元化、永續學習發展等，以提昇鄉村旅遊之吸引力，進而達到活化鄉村地區發展之目的。

關鍵字

地域活化；策略規劃；鄉村旅遊；鄉村性

並列摘要

The purpose of this study is to investigate the extent of rural tourism development in Taiwan and to propose feasible strategies for its future. Through two rounds of Delphi method surveys, data is collected from the experts chosen from the business, officials, and the academic. Two issues are formed and converged. They are the influences of rural tourism on vitalization of local development and strategies of vitalizing local development. With respect to the influences of rural tourism on vitalization of local development, the results indicated they were categorized as economic, social, and environmental dimensions. The economic dimension included the vitalization of local economy, the increases of job opportunity and the local income, the increases of government tax revenue, and the promotion to the local products. The social dimension consisted of encouraging the young people going back hometown, protecting the rural tradition, increasing the interaction with others, preserving the local culture, and increasing the competitiveness of the tourism industry in Taiwan. Finally, improving the rural landscape and environmental quality were suggested in environmental dimension. Regarding the strategies of vitalizing local development through rural tourism, short-term and long-term strategies were proposed. For short-term strategies, to the government, including establishing the legislative laws and policies, improving infrastructure adequately, helping local business and community construction, providing in-job training, and encouraging the youth going back hometown. There were three recommendations for rural tourism industry. There were promoting the uniqueness of rural resources, participating in community development, and upgrading the qualities of the service. For long-term strategies, to the government. There were providing multi-faced supports, promoting of rural tourism, to both domestic and international tourism markets. Besides, there were some suggestions for rural tourism industry. There were conducting alliance strategies, creating the local brand products, segmenting the markets, and using the resources sustainably. Following these strategies, the attractions of rural tourism could be enhanced and local development would be promising.