本研究採取旅遊競爭力的觀點,以集集鎮社區旅遊產業為研究對象,運用Michael E. Porter的鑽石理論為基礎且加以改動,通過觀光資源稟賦、相關產業、需求潛力、產業競爭等四大主軸,配合政府作為和重大機會等二者為輔助要素,探究旅遊目的地如何於觀光發展過程裡,產生競爭優勢或劣勢。 論文採行質性研究,運用文獻分析法、參與觀察法、深度訪談法等三種研究方法,將研究重點聚焦於集集鎮發展觀光的前後時間序列。分期計有1989∼1992年的護鐵時期、1992∼1999年的觀光起飛期、1999∼2005年的黑暗觀光時期,以及2005年至今的觀光和緩時期等。 了解集集鎮社區旅遊產業的現狀及問題,通過論述影響一觀光旅遊目的地興衰的可能因素,提供具體可行的建議來協助政府、民間重新檢視其觀光政策、觀點與互動模式。本研究期能通過集集鎮社區旅遊經驗的考察結果,讓其觀光客回流和擴展,並類推至一般鄉鎮層級的目的地旅遊地,以形塑更優良的旅遊環境和競爭優勢。
This paper, centered on the community tourism industry of Jiji Township and based on Michael E. Porter’s Diamond Model, adopts the view of Tourism of Competitiveness. The aim is to find out how tourism destination affects competitive advantage. Four main concepts are discussed thoroughly: tourism endowment, related industries, rivalry, and potential demands. Two relevant factors are also considered: government decisions and chances. This study adopts three research methods including case study, literature discussion and in-depth interview, focusing on the four periods of Jiji tourism: 1989-1992 (railroad period), 1992-1999 (ongoing period), 1999-2005 (dark period), and 2005-present (developmental period). This study investigated the development of tourism destination to provide some feasible suggestion for government to review its tourism policy and how they interact with people. In conclusion, the goal is to help the government and the public know how to improve local tourism through examining the Jiji case.