臺北縣八里鄉推動觀光策略之研究

A Study of Tourism Promoting Strategies in Bali Township, Taipei County

林 玉 娟(Yu-Chuan Lin)

指導教授 ： 林鍾沂

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2010年)

摘要

近年來推動觀光發展已成為地方經濟發展的重要策略之一，本研究係以臺北縣八里鄉為研究個案，探討地方觀光之策略管理的意涵及其理念，分析與研究目前地方政府或相關單位對推動八里鄉觀光發展的政策或策略，透過SWOT分析提出推動「八里鄉」觀光之基本策略及具體方案。研究內容將透過理論、文獻分析以及與相關利害關係人深入訪談等方式，進行概念的釐清、資料蒐集及詳細調查，對八里鄉觀光發展包括現有之資源、計畫等進行SWOT(優勢、劣勢、機會與威脅)分析，檢視並發掘其現況與關鍵性問題，進而運用明茲伯格等人提出策略管理的5P(模式、願景、定位、計畫、佈局)概念性觀點做策略分析，擬訂發展建議。研究結果發現八里鄉具有山景、海景及河景自然環境條件，交通便利及農特產等優勢；惟因鄉內設有垃圾焚化廠、垃圾掩埋場及污水處理廠，觀音山區濫葬以及冬季天候不佳等問題影響觀光發展；在整體觀光策略上有賴治理網絡的連結；現有八里鄉雖有長期之觀光發展策略，但短期難以奏效；另外八里鄉民不重視觀光發展亦是一大隱憂。研究建議將八里鄉打造成為「文化、生態、休憩、產業」四位一體的觀光勝地；並由縣政府為中心以形成策略聯盟，共同發展觀光產業；觀光發展計畫由小而大，分期擴展；最後地方政府應訂定長遠政策並持續推動與執行，以及激發鄉民的熱情參與，共創美麗的未來。

關鍵字

觀光 ； 策略

並列摘要

The promotion of tourism has been one of the significant strategies of local economic development. The study discusses the meaning and the goals of the strategic management of local tourism in Bali Township, Taipei County. Besides, the relevant policies and the strategies of the local government are analyzed through the SWOT analysis, and the basic strategies and the specific programs of promoting Bali’s tourism are proposed.
First of all, the study performed conceptual clarification, information collection, and detailed investigation through theoretical and document analysis as well as depth interview of policy stakeholders. Secondly, the study accomplished the SWOT analysis (strengths, weaknesses, opportunities, and threats) to examine the current states and to discover the key issues. Finally, the strategic analysis and the development suggestions were proposed through the conceptual view points of strategic management of the 5P (pattern, perspective, position, plan, and ploy) developed by Mintzberg et al.
Based on the study results, Bali owns several strengths, including natural the environment (the views of mountains, sea, and rivers), the convenient transportation, the agricultural products, etc. However, the existence of an incineration plant and a sewage plant, the unlawful bury in Guan-Yin Mountain, the worse weather in winter, etc., affect the tourism development. Thus, the overall tourism strategies would depend on the connection of governance network. Although Bali currently has the long-term tourism strategies, their effects could be hardly performed in short period. Also, a hidden problem is that the residents in Bali ignore the tourism development. Based on this study, some suggestions are summarized as follows: (1) Bali can be established as a tourism town which integrates culture, ecology, leisure, and industry. (2) Taipei County can organize a strategic alliance, which conducts multiple-phase tourism development plans. (3) The local government can formulate a long-term policy and execute relevant tasks. (4) The local residents can be encouraged to enthusiastically devote themselves to the tourism development.

並列關鍵字

tourism ； strategy

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