永續發展觀點在生態旅遊遊程規劃之研究–大學社會責任(USR)實踐

全球化趨勢的衝擊深化加速了全世界政治、經濟、社會、文化、環境、與安全等各層面的交互與衝突關係串聯，各國城鄉的環境、經濟、社會區域發展失衡問題日漸嚴重。面對偏鄉人口外移、地方建設停滯、農業生產環境惡化等城鄉差距問題，我國政府開始積極投入以地方文化特色為方向的「地方創生(Regional Revitalization)」事業來平衡區域發展問題。位置偏遠的南投縣埔里鎮成功社區的各項發展停滯落後，地理環境遠離都會城市不利獲得政府大型計畫經費配合，但有幸藉由在地大學的大學社會責任(University Social Responsibility, USR)實踐計畫，以永續發展(Sustainable Development)概念來實現成功社區的生態旅遊(Ecotourism)遊程規劃(Tour Planning)帶動觀光休閒發展，吸引遊客認識在地文化、振興地方產業經濟、協力愛鄉護土環境保育，進而消弭城鄉差距平衡區域發展。本研究以南投縣埔里鎮成功社區為遊程規劃的活動基地，依據新產品開發(New Product Development, NPD)流程的機會辨認與選擇(Opportunity Identification and Selection)、概念產生(Concept Generation)、概念評估(Concept / Project Evaluation)、開發(Development)及上市(Launch or Commercialization)五階段，進行本研究地點成功社區生態旅遊的遊程規劃。首先邀請政府單位、產、學各界專家學者應用德爾菲法(Delphi Method)，建構成功社區生態旅遊與永續觀光(Sustainable Tourism)遊程規劃評估系統的構面與指標，接續運用層級分析法(Analytic Hierarchy Process, AHP)訪談政府單位、產、學各界專家學外、同時納增訪談消費者族群，將評估系統構面與指標加以量化決定重要性。研究結果獲得「永續環境」(47.92%)、「體驗經濟」(33.31%)及「社會人文」(18.77%)三大構面的重要性，以及10項指標「手作體驗」(39.33%)、「自然探索」(23.92%)、「傾聽大地」(15.60%)、「在地食農」(21.16%)、「安全維護」(31.88%)、「生態地景」(22.22%)、「生態保育」(45.90%)、「社區參與」(27.25%)、「回饋社區」(22.89%)及「在地文化」(49.86%)的重要性。依據策略規劃和市場目標定位理論(Segmenting, Targeting, Positioning, STP)的推展，設計開發出「探索教育青少年族群」及「終身學習教育成人族群」兩大目標族群，據此展開三大構面與10項指標相對應景點和活動方案的的生態旅遊與永續觀光遊程規劃。經由本研究遊程規劃的實踐對在地永續觀光發展有利助益外，亦將秉持地方創生的精神，繼續善盡與貢獻這所大學於在地的社會責任。

關鍵字

永續發展；永續觀光；生態旅遊；遊程規劃；新產品開發；德爾菲法；層級分析法；地方創生；大學社會責任

並列摘要

The trend of impacts in the world has speeded up politics, economy, society, culture, environment, and the security. Day by day, the environment, society and community development in different country have been serious. Facing these programs, like the migration of country population, local constraints at a standstill, and other agriculture productive environment going worse between the urban and rural. Our government actively tries to balance the problems of community development, and develop in Regional Revitalization as the local culture. After every arrested development in remote area, Chenggong Community in Nantou County, and because of the geography is faraway from the urban community that make difficult to obtain funds from the government major plans. However, fortunately to use the plan, University Social Responsibility, USR as the concept of Sustainable Development to achieve Ecotourism and Tour Planning in Chenggong Community. That brings the leisure tourism to attract visitors know the local culture, strengthen economy and cooperate together to love our planet in order to erase the gap between the city and country. This study uses Chenggong Community in Nantou as the basic of activity. According to five stages, which are New Product Development, NPD, Opportunity Identification and Selection, Concept Generation, Concept/ Project Evaluation, Development and Launch or Commercialization to promote Ecotourism and Tour Planning here. At first, invite the experts in government-industry-university to use Delphi Method and construct Ecosystem and Sustainable Tourism System of evaluation quantitative dimension index and apply Analytic Hierarchy Process, AHP to have the interview. At the same time, interviewing the consumers group, as this system of evaluation to decide the importance of the quantitative dimension index. This study shows the importance of the quantitative dimension index attributes of the successes in this community through the Environmental Sustainability (47.92% ), Economic Experience (33.31%) and Social Humanities (18.77%) and other ten targets, like Hand-made Experience (39.33%), Explore Natural (23.92%), Listen to Earth (15.60%), Local Agricultural (21.16%), Security (31.88%), Landscape Ecology (22.22%), Ecological Conversation (45.90%), Community Participation (27.25%), Contribution (22.89%), and Local Culture (49.86%). Based on Strategy Planning and Segmenting, Targeting, Positioning, STP to design for the two groups, Teenagers Exploration Education and Life-long Learning. Expand three quantitative dimensions and ten targets to, and also plan applying cases of Ecosystem and Sustainable Tourism. Not only helping the local environment sustainability but also keeping the spirits of Regional Revitalization to continue and contribute local responsibility in this university.

並列關鍵字

Sustainable Development ； Sustainable Tourism ； Ecotourism ； Tour Planning ； New Product Development ； Delphi Method ； Analytic Hierarchy Process ； Regional Revitalization ； University Social Responsibility