社區彩繪對地方內容旅遊效益之探討－以屏東縣竹田鄉美崙和二崙社區為例

Discussion on the Effect of Community Painting on Local Content Tourism-Take Milan and Erlang Communities in Jhutian Township, Pingtung County as Examples

張重金(Chung-Chin Chang)

《休閒觀光與運動健康學報》 9卷2期 (2019/07) Pp. 48-65

摘要

在全球化、資本、人口逐一往都會區集中的當代，各地許多農村和邊陲地區出現少子化、人口外移、地方產業逐漸衰落的嚴重情況。在此之下，旅遊觀光產業被各國政府視為能夠緩解和振興地方經濟困難的良策。台灣近些年來由社區營造所創造的社區彩繪，即成為振興地方之方案之一，希望透過文化創意的內容旅遊，刺激地方的人口增長和就業機會。本文藉由屏東縣竹田鄉美崙與二崙之社區彩繪案例比較，透過文獻、訪談與觀察等研究方法，探討兩個社區彩繪所創造的內容旅遊是否如預期的正面效益。研究結果發現彩繪對這兩個社區皆有提升景觀美感與促進社區的認同凝聚力，但是也因彩繪內容與其他各地社區同質性高且原創性不足而熱潮難以持續，促使居民開始思考認為地方必須發展出自己的「文創內容」品牌。並依此結論提出可結合地方產業來創作地方故事，以行塑地方品牌促進內容旅遊的建議。

關鍵字

文化轉向 ； 文創內容 ； 內容旅遊 ； 社區營造 ； 社區彩繪

並列摘要

In the era of globalization, founding and population continually concentrate in urban areas. This leads to many rural and remote areas are experiencing serious problems such as fewer children, the emigration of population and the decline of local industries. Under this circumstance, the tourism industry is valued by governments around the world as a good way to revive local economies. In recent years, community painting in community development has become one of the programs to revitalize local areas in Taiwan, hoping to increase local population growth and job opportunities through cultural and creative content in tourism. Based on the case of Milan and Erlang community painting in Jhutian township, Pingtung county, this paper explores whether the content of tourism created by the two communities is as positive as expected through literature review, interview and observation. It is found that the color painting in these two communities can enhance the landscape beauty and promote the cohesion of the community, However, the content of the color painting is too similar compared to other communities and the originality is not adequate and thus the craze cannot last. In this case, residents begin to think that local governments must develop their own values of ＂cultural and creative content＂. This study suggests that local stories can be created in combination with local industries and shape local brands for the betterment of content in tourism.

並列關鍵字

Cultural turn ； Cultural and Creative content ； Content tourism ； Community building ； Community painting