屏東縣觀光農業行銷活動之研究－以熱帶農業博覽會及六堆文化園區為例

在全球觀光產業正當盛行的潮流下，以農業發展起家的屏東縣，如何將觀光產業行銷與地方文化資源結合，發展成獨具特色的觀光產業，本研究以質性的研究，採取半結構式「訪談法」，訪談屏東縣學者專家、政府施政單位、業界代表、環保專家來探討屏東縣觀光產業行銷與地方文化資源的結合的特色、行銷情形與環保概念下的影響，最後提出建議，希望有助於屏東觀光產業行銷發展之參考。研究觀光產業範圍分為二大主軸：「六堆文化嘉年華」－以高樹鄉大埔合作社為代表、春之饗宴「屏東熱帶農業博覽會」。研究發現善用當地文化資源就地取材，保護地方文化傳承，可以發展成為世界獨具特色的地方觀光產業，建構一個友善的觀光產業環境，從居民教育美學做起，觀光非表相的玩樂，更深植於當地生活地文化的分享。透過商業行銷包裝地方文化資源可以產業化，產業可以文化化，更可以搬上國際舞台。

關鍵字

地方新興節慶；節慶活動；觀光效益；六堆文化嘉年華；熱帶農業博覽會

並列摘要

Under the trend that the global tourism industry is prevailing, Pingtung County, which started with agricultural development, combines tourism industry marketing with local cultural resources to develop into a unique tourism industry. This study adopts qualitative research and adopts a semi-structure. "Interview Method", interviewed Pingdong County scholars and experts, government policy units, industry representatives, environmental experts to explore the characteristics of the combination of tourism industry marketing and local cultural resources in Pingtung County, marketing and environmental protection concepts, and finally put forward Suggestions, hope to help Pingtung tourism industry marketing development reference. The study of the tourism industry is divided into Two major axes:“Six Piles of Cultural Park” – represented by Gaoshu Township Taipu Cooperative, Spring Festival Banquet “Pingtung Tropical Agricultural ”Expo. The study found that making good use of local cultural resources to local materials and protecting local cultural heritage can develop into a unique local tourism industry and build a friendly tourism industry environment. Deeper in the sharing of local living culture. Packaging local cultural resources through commercial marketing can be industrialized, industries can be culturalized, and they can be put on the international stage.