觀光發展對地方居民認知與態度之社會經濟影響─「海角七號」現象探討

The Social-Economic Impacts of Tourism Development on Local Residents’ Perceptions and Attitudes: A Case Study of “CAPE NO.7”

許紋綺(Wen-chi Hsu)

指導教授 ： 許國威

朝陽科技大學/設計學院/建築及都市設計研究所/碩士(2010年)

摘要

近年來，伴隨著影視大眾傳播媒體力量，許多拍片景點成為媒體及民眾注目之焦點，也刺激了地方的經濟活力。從相關研究發現影視媒體確實會影響地方觀光發展、增加地方經濟效益，顯示影視媒體具有吸引地方觀光的宣傳效果，然而突如其來的大量觀光客除了為地方帶來經濟效益外，也造成地方社會的衝擊。對地方居民而言，這些社會與經濟的影響存在著交互關係，也進一步影響了居民對觀光發展的支持態度。相較以往觀光領域之研究多偏向遊客的需求、行為和滿意度等主題，對於社會面向與經濟面向間相互影響所帶給地方居民的衝擊及態度認知則較少被談及。
本研究以電影「海角七號」為例，透過問卷調查瞭解觀光活動對恆春地方居民社會經濟影響認知及其社會經濟因子間相互影響關係，同一地區的居民感受到的衝擊可能不同，產生的態度與認知亦有所差異。此外依據社會交換理論發現地方居民交換因素有酬賞「工作機會–事務參與」、「工作機會–地方認同感」與依賴「經濟收益–事務參與」、「經濟收益–地方認同感」、「資源依賴性–地方認同感」構面。而地方資源、經濟收益和觀光參與程度為居民形成對觀光依賴關係的變項，在實質經濟影響方面地方居民認為收入增加、就業機會改變較明顯，在社會影響方面地方居民認為觀光發展會凝聚地方向心力、增加居民對當地事務之關心程度與認同感。
研究結果顯示「海角七號」拍攝後地方居民觀光參與程度的不同對，恆春觀光發展影響認知有顯著差異；社會認知因子與經濟認知因子有顯著差異；社會經濟認知與支持恆春鎮觀光發展的態度有顯著相關。

關鍵字

認知與態度 ； 地方居民 ； 社會經濟影響 ； 觀光發展衝擊

並列摘要

In recent years, because of the power of mass communication became stronger, as many shooting locations became more popular, it also stimulated the regional economics. Moreover, some previous studies also declared that the film entertainments affected the regional economy and the local tourism development. The large numbers of tourists were improved yield of regional economics; on the other hand, it also influenced the local community. For those local residents, the sociol and economic effects contained interaction relationship; furthermore, it affected the residents attitudes to support the tourism development. However, in these previous researches limited to the required, behaviors and content of the tourist, on the other hand, it rarely mentioned that how to change the residents’ attitudes by interacted between social and economic factors.

Taking the "CAPE NO.7" as an example and via a questionnaire to assess the residents who live in Hengchun, this reseach found out the socio-economic influences in local tourism activities. This issue depends on people’s attitude, even though in the same area, it also caused different attitudes. In addition, according to the Social Exchange Theory claimed that the rewards of the residents included " job opportunities-business participation ", " job opportunities- local identity " and relies on " economic benefit- business participation ", " economic benefit- local identity ", and " resource dependence- local identity ". The variables of tourism- dependent were the local resources, economic benefits and the tourism participation. The local residents consider the remarkable impacted of economic increased their income and job opportunities. On the other hand, the societies affected to local residents agglomerated the local centripetal force, increased local identity and involvement of local business.
The result of this research also found that after the "CAPE NO.7" was filmed, there are some remarkable differences of attitudes on tourism between the Hengchun residents, included the impact of tourism development, socio-economic factors and the tourism support.

並列關鍵字

Socio-Economic Impact ； Tourism Development Impacts. ； Perception and Attitude ； Local Residents

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