觀光產業地場化途徑之研究：以水里鄉車埕社區為例

南投縣水里鄉車埕社區，得天獨厚的集合了鐵道、電力、木業、農特產四大特色，這些具有特殊意義地場化的文化產物，希望透過「桃米社區」的成功案例模式，作為未來展望與永續發展的新契機。本文研究發現論述如下：一、車埕社區觀光產業地場化的核心價值：地場化所強調的在地性，由於自然環境、人文背景、文化習俗的不相同，所形成的獨特性價值並不僅限於文化產業本身，還有所衍生的附加價值，來振興地方經濟。爰此，將四大文化元素的導入及融合，進而創造核心能力，獨特的優勢自然應運而生。二、車埕社區觀光產業地場化的條件：社區產業以社區居民為主體，透過人才培育，強調產業差異性，及公部門、私部門與非營利組織之間網絡治理能力的提升，營造有利於在地行銷的理想活動空間，是跳脫全球化的軌道，另闢產業地場化，競爭力的有效方法。三、探討桃米社區的經驗與啟發：成功的案例模式雖然無法完全複製，但是成功的經驗是值得分享。回顧桃米社區從懵懂山村蛻變成中外馳名的生態社區，形成一種新的社區產業。反觀車埕社區擁有豐富的文化產業，其成功的因素就在於「文化」的加值，是地方特色的重點。四、探討車埕社區的未來展望：文化創意產業，經政府於2008年推出六年國發計畫後，立刻被視為產業升級的指標。藉此正是創造社區的人、文、地、產、景在地特色、附加價值的利基。車埕社區從歷史文化背景、空間特色的營造、跟現有的地貌，做一個整合，將不一樣的生活空間，在這裏交織出來的，創造出多元文化的特質。

關鍵字

非營利組織；地場化；文化產業

並列摘要

Shueili township Checheng community in Nantou county is to be exceptionally gifted provided with gathering four features including the railroad, electric power, wood industry and agricultural special products. These significant cultural features, local marketing, would play a vital role in sustaining development and future prospects by modeling the success experience of Tao-Mi community. Conclusions of this study are as follows : 1. The core value of tourism industry with local marketing in Checheng community : Local marketing lays emphasis on localization and its unique is not limited to the culture property industry with natural environment, humanism background and culture custom. It will add the additional value to promote the industry. Therefore, the unique superiority come with the tide of fashion by fusing the four elements including the railroad, electric power, wood industry and agricultural special products. 2. The conditions of tourism industry with local marketing in Checheng community : Residents are the main part of community industry. Local marketing in Checheng community should be achieved by personnel training, emphasizing the difference of industry, and raising the ability of network governance in cooperation of government, public and non-profit organizations (NOPs). This will lead to the advantage of marketing localized and opening a good way to compete with others away from worldwide directions. 3. Studying on the successful experience and enlightenment in Tao-Mi community : Tao-Mi experience can be shared though it cannot completely be reproduced. Remembering that ignorant mountain village changed into a well-known ecological society, it formed a new society industry. In contrary to Tao-Mi community, Checheng community possesses the abundant cultural elements and succeeds in culture property industry. 4. In view of the prospects in Checheng community : Culture creativity industry is thought as an indicator of industrial grading after the six-year national project in 2008. This will result in the advantage of additional value by creating the characteristics with humanism, landed property and scenery. Historical background, space and terrain features will interweave the diverse culture