觀光產業推動者地方依附之研究 — 以臺灣國際熱氣球嘉年華為例

本研究以臺灣國際熱氣球嘉年華的推動團隊成員為研究對象，透過深度訪談策略探討觀光產業推動者與臺東地方互動之脈絡關係與地方依附發展情形。進一步瞭解產業推動者所具備之個人特質與創業動機，以及產業推動者如何將新的產業觀念與經營方法引入臺東，致使地方於觀光產業類型與經濟收益等方面產生變化。研究結果顯示：一、產業推動者擁有熱情、野心、正面思考，以及堅毅的人格特質。二、因個人興趣以及想要為臺東經濟發展盡一份心力的想法，促使產業推動者致力於地方發展觀光產業。三、公部門與私部門良好的水平與垂直社會網絡有助於觀光產業的推動。四、觀光產業推動者在推展產業時，透過自身與外在環境、地方人士的互動而逐漸形成地方依附情感。在發展產業的過程中，當地方對於產業推動者而言具有正面意義與價值時，會激發產業推動者對地方之認同情感，進而提升其個人於地方深耕之意願，同時也會展現出回饋地方之實質行動表現。

關鍵字

地方依附；觀光產業；產業推動者；臺灣國際熱氣球嘉年華

並列摘要

This study aims to understand the place attachment of the tourism industry promoters in Taitung County. In addition, the characteristics of the promoters, the motivations of involving in the tourism industry, and the strategies to develop the tourism industry are explored. The subjects are from the key persons in charge of Taiwan International Balloon Festival. In-depth interview is the major method to collect data for this study. The findings are as follows: 1. The promoters are with the characteristics of high passions, high commitments, positive thinking and insistence. 2. The motivations of involving in the tourism industry are personal interests and the commitment to the hometown development. 3. To integration the resources from social network and to coordinate the private and public sectors constantly are the major strategies for the promoters to facilitate the tourism industry. 4. The place attachment comes from the process and outcome of participating in the promotion of the tourism industry. In the process, the good life experiences arouse their sense of place identity, furthermore, the positive outcomes make the progress of local economy and enhance promoters’ place reliance in return.