運用層級分析法探討鄉村生態旅遊永續發展關鍵評估指標之研究

A Study of Key Indicators for Assessing Sustainable Development of Rural Ecotourism Based on Analytic Hierarchy Process

顏綺蓮 ； 陳美惠

《休閒觀光與運動健康學報》 7卷3期 (2017/09) Pp. 52-76

摘要

隨台灣鄉村傳統農業式微，許多鄉村企圖以發展生態旅遊帶動鄉村的轉型，惟為避免鄉村旅遊過度發展對當地產生負面衝擊，鄉村生態旅遊應朝永續經營之方向發展。本研究前先回顧國內外生態旅遊、鄉村生態旅遊、永續發展、永續觀光等相關領域文獻及官方評估指標，邀請12位學者專家進行Delphi問卷調查，建立環境、經濟、社會、文化、設施、旅遊產品、教育、地方參與及治理、行銷等9大構面48項指標之鄉村生態旅遊永續發展評估指標架構，今再以18名發展鄉村生態旅遊之社區相關人員為對象，以層級分析法求得各構面中各指標之相對權重值，據以了解各指標重要性排序。結果顯示各構面較重要指標項為：環境構面「將對環境的衝擊減到最小」、「整體旅遊活動對促進環境永續發展有貢獻」、「自然生態環境承載量評估訂定」；經濟構面「經濟利益應考慮當代及後代公平」、「建立財務管理機制」、「對當地經濟發展有正面助益」；社會構面「對社會永續發展有貢獻」、「對當地社區發展有正面助益」、「避免對社會產生負面衝擊」；文化構面「鄉村文化資產維護」、「對鄉村文化永續發展有貢獻」、「合理利用當地人文資源」；設施構面「相關工程與周邊自然環境和諧」；旅遊產品構面「行程設計以自然資源及在地特色文化體驗為導向，並規劃不同等級體驗行程」、「安全管理」、「遊客行為管理合適性」；教育構面「鄉村生態旅遊相關產業員工環境教育訓練」、「解說導覽規劃（含內容完整性與適宜性及是否運用創意有效之媒介等）」、「遊客環境教育與解說服務成效」；地方參與及治理構面「建立在地居民公開參與及共同決策之機制」、「建立在地鄉村生態旅遊行為規範」、「建立鄉村生態旅遊協調整合機制」；行銷構面「具備行銷策略（如運用創新宣傳手法、在地故事行銷等）」、「吸引力創造」等。顯見雖各構面領域不同，惟社區相關人員認為最重要之指標多為推動鄉村生態旅遊前即應妥適規劃執行之要素，如於推動前妥善規劃，將可減少推動中及推動後產生之問題，有利達成鄉村生態旅遊永續發展之目標。

關鍵字

鄉村生態旅遊 ； 永續發展評估指標 ； 層級分析法(AHP)

並列摘要

With a decline of the traditional rural agriculture in Taiwan, many rural townships attempt to develop ecotourism to drive their rural transformation. In order to avoid negative impacts on the local environment due to overdevelopment of rural tourism, rural ecotourism should be geared toward sustainable development. This study has reviewed literature on domestic and international ecotourism, rural ecotourism, sustainable development, sustainable tourism, and relevant indicators used in official reports. A Delphi questionnaire survey was conducted with twelve scholars to establish an indicator framework for assessing the sustainable development of rural ecotourism, which consists of nine dimensions (environment, economy, society, culture, infrastructure, tourism products, education and training, local participation and governance, and marketing) with a total of forty-eight indicators. This study then recruited eighteen community members involved in rural ecotourism development and used the analytic hierarchy process (AHP) to investigate their opinions regarding the relative importance of indicators. The results reveal major indicators for each dimension: ＂minimization of the tourism impacts on the environment＂, ＂the whole tourism activities can contribute to environmental sustainability＂ and ＂establishing assessments for ecological carrying capacity＂ for the environmental dimension; ＂ensuring equity for present and future generations while pursuing economic benefits＂, ＂establishment of financial management mechanisms＂ and ＂bringing positive benefits to local economic development＂ for the economic dimension; ＂making contributions to sustainable development of the society＂, ＂bringing positive benefits to the development of local communities＂, and ＂avoidance of negative impacts on the society ＂ for the social dimension; ＂conservation of rural cultural heritage＂, ＂ making contributions to the sustainable development of rural cultures ＂ and ＂appropriate use of local cultural resources＂ for the culture dimension; ＂infrastructure in harmony with the surrounding natural environment＂ for the infrastructure dimension; ＂tourism planning focuses on providing visitors a deeper appreciation of local cultures and environment and offering different types of tourism experience＂, ＂safety management ＂, and ＂appropriate management of tourist behavior＂ for the dimension of the tourism product; ＂environmental education training for personnel involved in rural ecotourism enterprises＂, ＂interpretation design＂ and ＂the effectiveness of environmental education and interpretation services＂ for the education and training dimension; ＂establishing mechanisms for local public participation and decision making＂ , ＂developing conduct codes for local rural ecotourism＂, ＂establishment of coordination and integration mechanisms for rural ecotourism ＂ for the dimension of local participation and governance; ＂marketing strategies＂, ＂creation of conditions for attractiveness＂, etc., for the marketing dimension. Though each dimension is related to different areas of knowledge, the most important indicators for community personnel are those that should be properly planned and implemented before the development of rural ecotourism. Adequate planning in advance will reduce problems during and after ecotourism development to reach the goals for sustainable development of rural ecotourism.

並列關鍵字

Rural Ecotourism ； Indicators for Assessing Sustainable Development ； Analytic Hierarchy Process (A