文化資產塑造臺灣觀光新紀元

近年來，由於列名世界遺產幾乎成為觀光票房之保證，也使世界遺產與文化觀光被相提並論。為了達成更高品質的文化觀光，積極的經營管理成為不可或缺的策略，也因此有效地應用遺產本身的內在特色，配合適當的再利用，或者是教育導覽設施，或者是相關的展示，是不少世界遺產的共同行動。事實上，根據世界觀光組織的文獻指出：「文化是觀光的原動力」，一般而言，人們旅行不單是為了休閒與娛樂，而且要滿足他們多樣的需求以及對於自己不同的生活環境中的人們如何生活感到好奇。其他民族人們的生活形態乃經由宗教、節慶、服飾、食物、藝術、工藝、建築、音樂、舞蹈、民俗以及文學來表現。換句話說，人類的文化經由有形與無形的文化遺產而發揚光大。我們甚至可以說，文化與觀光有著共生的關係，一些已逐漸被年輕世代遺忘的無形遺產可能會因為觀光而復甦。而有形文化遺產則亦可能因為文化觀光的財務收入而得以保存維護。本文試圖從永續觀光的經營來探討觀光的吸引力－文化資產，才能真正開啟臺灣觀光業的黃金時代。

關鍵字

永續觀光；觀光吸引力；核心價值；文化遺產

並列摘要

In recent years, to be inscribed on the World Heritage List has been a guarantee to promote the tourism industry. It has also led to World Heritage and Cultural Tourism both being mentioned in the same breath. Active strategy at high level of cultural tourism is inseparable from management. World Heritage properties often show intrinsic features with adaptive-reuse, educational facilities and other exhibitions. According to documents from the World Tourism Organization: ＂Culture is the driving force for tourism＂. General speaking, people travel not only for recreation and entertainment but also to satisfy their diverse needs and from a sense of curiosity about different way of living. Such things as religion, festivals, clothing, food, arts, crafts, architecture, music, dance, folklore and literature all shape one's way of living. In other words, human culture is enhanced and glorified through tangible and intangible cultural heritage. We can even say that culture and tourism are interdependent. Part of the intangible heritage which has been forgotten by the younger generation may be remembered again through experience of tourism. The cultural tourist revenues can support the conservation and preservation of tangible cultural heritage. This article explores the real attractiveness of Taiwan as a focus of tourism - its cultural heritage - from a sustainable tourism management point of view. This is the right way to unlock the real golden tourism epoch of Taiwan.