客家文化在台灣發展觀光之困境研究

本研究目的在於探討客家文化在台灣近幾年的觀光行銷發展，經過將近20年的時間，客家花布及文化在台灣地區取得了顯著的文化與商業回歸。這些紡織品為第二大民族客家人的傳統並深深紮根於台灣，這些衣服在島上無所不在。直到20世紀90年代，當時正值時尚進步與變化時期，紡織業移民到中國大陸，漸漸的，客家花布在日常生活中大量消失。近年來，越來越多的外國遊客來台拜訪“客家”這個神秘的文化。台灣政府試圖倡導和保護客家文化不被遺忘，於是舉辦越來越多的活動來推廣客家文化。他們的策略是正確的，但是，卻誤導了真正客家文化該有的原樣，及扭曲了客家花布原有的模樣。目前在台的研究人員試圖在台灣找出這些問題，但根據台灣其他研究人員（李巧紅）的研究結果，他們著重於探索客家背景歷史、宗教和文化。本研究集中在誤導這部分來解決客家文化觀光行銷中的主要問題，並透過實地訪談在台客家人民的意見來改善文化旅遊行銷，期望能活用在生動活潑的客家文化在台觀光當中。

關鍵字

客家文化；觀光行銷；台灣客家文化

並列摘要

After nearly 20 years in the wilderness, Hakka-style floral fabrics have made a cultural and commercial return to prominence in Taiwan. These textiles have deep roots in the traditions of the Hakka people, Taiwan's second largest ethnic group. The clothes were ubiquitous on the island until the 1990s, when changing fashions and the textile industry's wholesale migration to the Chinese mainland saw them largely vanish from everyday life. In recent year, more and more foreign tourists they came to visit Taiwan for Hakka this mysterious culture. Taiwanese government tries to promote and protect Hakka culture do not be forgotten. They holding more and more event to promote Hakka culture. Their strategy is right, however, they misleading the original Hakka culture and the real Hakka cloths is should looks like. Some of the researchers try to figure these problems out in Taiwan. According to the results from another researcher (Qiao-Hung Lee) in Taiwan, they only focus on explore Hakka background history, religion, and culture. In this research concentrates on misleading this part to solve the main problems in Hakka culture tourism marketing. Culture tourism marketing will apply lively describe living style exist in Taiwan.