淡蘭古道南路綠色旅遊培力起飛大學社會責任實踐之研究－以深石平觀光產業分析為例

A Study on the University Social Responsibility Practice in the Green Tourism Development of South Tamsui-Kavalan Trails- as an example, the Analysis of Shenshiping Tourism Industry

黃韶顏(Shau-Yen Huang)

《休憩管理研究》 7卷2期 (2020/12) Pp. 1-36

摘要

行政院地方創生會報訂定108年為台灣創生元年，透過地方產業與優秀人才的結合，帶動地方產業發展及地方文化提升，使社區及偏鄉重塑不同以往之風華，展現地方美學及塑造地方特色。環境保護是全世界重視的課題，如無法配合世界潮流將面臨被淘汰。消費者重視綠色行銷觀念，減少環境惡化，綠色行銷為21世紀重要的議題，大學有責任推動綠色政策。新北市政府觀光局於民國108年積極推動淡蘭古道之旅，本研究案例學校東南科技大學地理位置在深坑於淡蘭古道南路，執行教育部大學善盡社會責任計畫（USR）並配合新北市政府政策，本研究個案計畫盤點深坑、石碇、平溪三區地方之地、產、人的特色資源，以創意、創新、創業、創生的策略規劃，開拓地方產業資源，引導優質人才專業服務並且進一步研析深坑石碇平溪觀光產業資源盤點，進而擬定觀光資源發展策略。研究結果顯示深坑及石碇在產業發展屬性上與平溪有差異，主因是平溪較有機會吸引到國際觀光客，在參與本研究個案計畫較強調需要在地特色文化面向的合作，顯示教育部推動USR計畫各案例應先進行社區資源盤點以及產業分析，以利訂定相關執行KPI目標與方針。

關鍵字

地方創生 ； 大學善盡社會責任 ； 淡蘭古道 ； 觀光資源盤點

並列摘要

The Placemaking Association of the Executive Yuan declared that the YEAR 2019 was the first year of Taiwan's founding. Through the combination of local industries and outstanding talents, it will promote the development of local industries and the upgrading of local culture, so that communities and remote villages can reshape their different styles and show the place. Aesthetics and shaping local characteristics. Environmental protection is a topic that the world attaches great importance to. If it fails to match the world trend, it will be eliminated. Consumers value the concept of green marketing and reduce environmental degradation. Green marketing is an important issue in the 21st century. Universities have the responsibility to promote green policies. The Tourism Bureau of New Taipei City Government actively promoted the trip to the Tamsui-Kavalan Trails(TKT) in 2019. The Southeast University of Science and Technology in this case study is located in Shenkeng on TKT South Road. In accordance Ministry of Education's University Social Responsibility(USR) plan with the New Taipei City Government's policy, this plan will take stock of Shenkeng and TKT Road. The characteristic resources of land, industry and people in the three districts of Dingxi and Pingxi, with the strategic planning of creativity, innovation, entrepreneurship and creation, explore local industrial resources, guide high-quality talents and professional services, and further analyze Shenkeng Shiding Pingxi take inventory of tourism industry resources, and then formulate tourism resource development strategies. The research results show that Shenkeng and Shiding are different from Pingxi in terms of industrial development attributes. The main reason is that Pingxi has a better chance of attracting international tourists. Participating in this research case plan emphasizes the need for cooperation with local characteristics and culture. It shows that each case of the Ministry of Education's promotion of the USR plan should first conduct a community resource inventory and industry analysis to facilitate the formulation of relevant KPI goals and guidelines for implementation.

並列關鍵字

Placemaking ； University Social Responsibility ； Tamsui-Kavalan Trail ； Tourism Resource Inventory

參考文獻

深坑區公所官網(2020)。深坑區公所觀光資源圖 。https://www.shenkeng.ntpc.gov.tw(下載時間:2020 年 10 月 11 日)。

石碇區公所官網(2020)。石碇區公所觀光資源圖 。https://www.shiding.ntpc.gov.tw/content/?parent_id=10392(下載時間:2020 年 10 月11 日)。

平溪區公所官網 (2020) 。 平溪 區公 所觀 光資 源圖 。https://www.pingxi.ntpc.gov.tw/content/?parent_id=10050(下載時間:2020 年 10 月11 日)。

新北市政府觀光旅遊局(2020)。深石平遊客人數統計 。https://tour.ntpc.gov.tw/zh-tw/(下載時間:2020 年 10 月 18 日)。

Brunt, P. (1997). Market Research in Travel and Tourism. Qxford, Butterworth Heinemann.