創新三義觀光意象發展策略

三義為客屬特色小鎮，具有多元之資源特色，極適合發展觀光與休閒產業，其觀光意象深值探討。本研究利用參與觀察法及半結構式訪談法，首以5W1H分析法萃取三義地區觀光意象特徵，次以詮釋結構模式、層級分析法及局部灰關聯分析，分別得到在地特色原則、季節特色準則、體驗策略準則、資源運用準則及文化推展準則等5個觀光意象發展準則，及產業文化觀光發展策略、資源開發觀光意象發展策略、客家文化觀光發展策略、木雕文化觀光意象發展策略、鐵道文化觀光意象發展策略等5個觀光意象發展策略。本研究結果可提供政府及業界實務運作之參考。

關鍵字

觀光意象； 5W1H ；詮釋結構模式；層級分析法；局部灰關聯分析

並列摘要

There were diverse and complex Hakka features with Sanyi township, where was suitable for the development of tourism and leisure industries. The results of this study could be summarized as follow. Firstly, the characteristics of tourism image of Sanyi were extracted by 5W1H method. Secondly, the development strategies and criteria of tourism images could be analyzed by methods of ISM, AHP and LGRA respectively. Including local specialty principle, seasonal specialty principle, experience strategy principle, resource applied principle and cultural popularized principle. And industrial culture tourism development strategy, resource development tourism image development strategy, Hakka culture tourism development strategy, wooden sculpture culture tourism image development strategy, railway culture tourism image development. This research can be used as reference for actual practice by government and private business. Finally, the implication of the results could not only serve as practical references for the government and enterprises, but also proposed some specific recommendations.