城市觀光的創意機制-以台南市為例

Creative Mechanisms of Urban Tourism–A Case Study in Tainan City

莊孟熹(jhuang meng si)

指導教授 ： 林錫銓

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2007年)

摘要

在今日全球城市競爭日益激烈的時代，城市觀光的角色日益重要。然而，決定一個城市觀光發展興衰的核心關鍵是創意。因此，本研究以台灣開發最早及文化資產最多的台南市作為個案，從城市治理與組織創新兩個理論視角探討該城市觀光創意背後的運作機制。 本研究首先整理界定城市觀光、觀光創意及創意機制等相關理論內涵，全面掌握描述該城市之觀光創意內容；接著，透過與相關公、私部門在觀光創意推動上的重要人士之深度訪談、分析與理解，深入探討該城市觀光創意機制運行的實況。 最後，本研究發現，台南市政府施政頗能掌握本身所具有的歷史發展優勢，並陸續推出各項與文化資產相關的觀光創意作為和活動。該市觀光政策相關規劃主要仍由市政府主導，再透過第三部門與業界做討論，進而產生多元的創意與進一步的執行計劃。在台南市經驗中有不同治理類型下，運作不同觀光創意的各種不同機制安排，政府施政已將與市民合夥治理的觀念融入其中。而市府組織結構與組織文化的創新調適，則是該城市觀光治理與創意機制的主要動力來源。包括文觀光局的整併、部門間的合作共識文化持續培養、對觀光政策的認同，以及提昇觀光資源和行政資源的整合等，均是各類觀光創意機制得以有效運作的。但相較於其他國際城市經驗，台南市的觀光創意機制上仍有諸多問題待改善。

關鍵字

城市觀光 ； 創意 ； 機制、城市治理、組織創新

並列摘要

In the era of global city competition, the role of urban tourism is getting ever more important. Creativity is the nucleus of any city’s tourism development, thus this research focuses on Tainan, Taiwan’s oldest and most cultural city, as the subject. This research intends to unravel the operational mechanism behind innovative urban tourism from two theoretical perspectives, urban governance and organizational innovation.
This research first categorizes theory contents that define urban tourism, tourism innovations and creative mechanism, thus grasping the substance of the city’s tourism innovations. Subsequently, this research conducts in-depth interviews with essential personnel who promote tourism innovations in both private and public sectors. Through further analysis and detail examinations of the interviews, this research probes the reality of the city’s urban tourism mechanisms.
Finally, this research reveals that Tainan municipal government recognizes the advantage of its historical developments and constantly initiates various innovative tourism ideas and activities relating to its cultural assets. Tainan’s tourism policy organization is directed principally by its municipal government, it is then open to discussion among the third sector and the tourism industries. By engaging the above discussion the city produces diverse imaginative ideas and refined implementation plans. Through experiences Tainan has different types of governance, managing different institutional arrangements of various innovative tourism ideas. In its governance concept, the city’s administration has incorporated and integrated its populace. Primary driving force behind the city’s tourism management and innovative mechanisms is the innovative adjustment of the municipal government structure and its organizational culture. Integrating cultural and tourism bureaus, nurturing cooperative consensus among departments, acknowledging tourism policies, and amplifying tourism and administrative resource integrations all contribute to the effective operation of its innovative tourism mechanisms. As good as Tainan’s innovative tourism mechanisms, it is still lackluster comparing to other international cities’ innovative tourism mechanisms and improvements are recommended.

並列關鍵字

urban tourism ； creativity ； mechanisms, urban governance, organizational innovation

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