文化資產保存與金門觀光行銷之關係

The Relation To Cultural Resource Preserve And KINMEN Tourism Marketing

陳詩炎(Szu-Yen Chen)

指導教授 ： 紀俊臣教授 ； 徐學忍教授

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

本文研究主題為「文化資產保存與金門觀光行銷之關係」，以文化資產保存出發，分析其規範之合理性、發掘問題所在並研提保存之對策；研究方法以質性研究為主，經由田野調查進行資料之觀察，並對當地居民、遊客及民俗專家做深入訪談，再藉由解嚴前大量文獻資料做比較，分析解嚴開放觀光後傳統建築與傳統聚落變遷情況。
文化資產是觀光核心資源，其行銷策略上應改變現行冷凍式保存方式，在維修管理上應做到妥適的保存，而推動文化資產的再生或在利用，藉以活化其生命力，在民族藝術、民俗及有關文物上往往為人所不重視，一旦其關鍵人物或關鍵技藝失傳將是文化資產保存上最大損失；本文透過三個建築使用案例，分析歷史重要建築之利用對保存關係，在金門古蹟現況調查中發現許多維修上的不當，管理上也有改進的地方。
分析金門文化資產觀光化之現況，透過市場進行定位，以活絡金門觀光事業、活化金門文化資產並促進經濟發展。

關鍵字

金門 ； 文化資產 ； 觀光行銷

並列摘要

The topic of the research is a " the property of the culture keeps to make sight-seeing trip with Kinmen the relation of the tourism marketing", setting out with the conservancy of the property of the culture, also analyzing the rationality and placing of the problem of the exhumation of its standard the suggests the counterplan of the conservancy;
The method of the research regard research of the quality as principle, carrying on the observation of the data through the inquisition of the countryside, and to resident of the region, visitor and people''s custom the expert does thorough interview, then by lifting curfew ex- a great deal of data of the cultural heritage does comparison, analysis lift curfew after open make sight-seeing tripping tradition building and tradition the settlement changes the circumstance.
The property of the culture is a rebirth to make sight-seeing trip the resource of the core, should change on its marketing policy current type of the refrigeration keep the way, should attain appropriate conservancy in maintaining to manage, and push the property of the culture or at make use of, by toing activate its vitality, usually behave on the art of the race, people''s custom and relevant cultural object do not value, once its person of the key or technical skill of the key is lost to be a property of the culture to keep biggest loss;
This text through three examples of the case of the usage of building, the exploitation of analytical importance building of the history to keep the relation, find the many maintaining in Kinmen historic site current conditions investigate of not appropriate, there is also the place of the improvement on the management.
Analytical the culture property sightseeing of Kinmen turns its current conditions, carrying on the fixed position through the market, to limber uping the tourist business of Kinmen, activate the culture property of Kinmen and promoting the economy the development.

並列關鍵字

Cultural Resource ； Tourism Marketing

參考文獻

7.李銘輝與郭建興：觀光遊憩資源規劃，台北：揚智文化事業股份有限公司，2000

27.曹勝雄：觀光行銷學，台北：揚智文化事業股份有限公司，2001

28.莊芳榮：古蹟管理與維護，台北：臺灣學生書局，1983

83. David W. Cravens,Strategic Marketing, Irwin McGraw-Hill，2000。

84. Anderson James E., Public Policymaking, 4e., Houghton Mifflin, N.Y., 2000。