紮根理論建構臺中市定古蹟聚奎居原生態創新經營模式

臺中市定古蹟聚奎居（古蹟）具有豐富的人文、歷史及在地社區資源，為能充分發揮古蹟空間經濟價值以及活化社區永續觀光，探討古蹟之原生態創新經營模式為本研究首要目的。資料蒐集分別採用次級資料分析法及半結構式深度訪談法為研究工具，訪談古蹟經營單位、觀光客、負責公部門及學者們合計12位，訪談資料經紮根理論ATLAS.ti軟體進行見實性及開放性編碼後，再央請11位諮詢專家以三角交叉檢定其研究信效度；透過主軸性編碼得到古蹟之原生態創新經營策略共有創新商機、行銷通路、社區觀光、防疫規劃、古蹟價值、古蹟限制、品牌文化、特色活動、異業結盟、體驗行銷、服務品質、遊程規劃與綠色行銷等13個次構面，最後選譯性編碼得知，古蹟應以原生態古蹟為根基，透過行銷規劃進行社區活動，達到聯盟共榮之原生態創新經營模式。

關鍵字

永續觀光；紮根理論；創新經營策略；選譯性編碼；原生態古蹟

並列摘要

Taichung Municipal historic site-Jukuiju (monument) is rich in humanities, history and local community resources. In order to take the advantages of the spatial utilization, enhance the economic value, and activate the sustainable tourism in the community. The purpose of this research aimed to explore the innovation management model of pristine monument. The methods of secondary data analysis and the semi-structured in-depth interview are adopted to collect research data. A total of 12 interviews with monumental managers, responsible public departments, tourists, and marketing scholars are conducted. The reliability and validity of research are verified by 11 consultants with method of triangulation. The research data is analyzed by software of ATLAS.ti with vivo, open, axial and selective coding respectively which authorized by grounded theory. This research obtains 13 subdimensions of the innovative management strategies of monument. There are innovative business opportunity, marketing channels, community tourism, epidemic prevention planning, monumental value, monument restrictions brand culture, featured activities, cross-industry, experiential marketing, service quality, itinerary planning, green marketing, etc. Furthermore, based on the pristine monuments, community activities could be carried out through marketing planning to achieve an innovative management model of alliance and common prosperity.

並列關鍵字

Sustainable tourism ； Ground theory ； Innovative management strategies ； Selective coding ； Pristine monument

參考文獻

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