屏東客庄文化觀光旅遊發展之研究

The Study of Hakka cultural tourism and development in Pingtung

羅秋珍(LO﹐CHIU-JEN)

指導教授 ： 曾喜城 ； 李梁淑

國立屏東科技大學/人文暨社會科學院/客家文化產業研究所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00234

摘要

文化觀光旅遊是全球熱門的行業，尤其觀光旅遊可以提昇地方文化的能見度，帶動地方產業的經濟繁榮，各先進國家莫不視觀光為經濟發展要件，並致力於國內觀光產業的輔導，以創造更佳的觀光旅遊環境。
屏東客庄有豐富的客家文化，好山好水配以純樸的客家意象，是吸引遊客前來遊賞的條件。本研究主要以屏東地區客家鄉鎮的文化觀光旅遊發展為研究場域，透過420位由台北來屏東客庄二日遊的遊客，作問卷調查量化分析，並針對本地區的餐飲業者、公部門業務承辦人、以及導覽員及地方文史工作者進行半結構式的深度訪談。
從遊客問卷調查中得知，屏東客庄具備豐富的文化景點、生態景觀，如竹田驛站、美和新故鄉的伙房、新埤親水公園、內埔天后宮、昌黎祠、五溝水聚落都讓遊客印象深刻。有100%的遊客願意重遊客庄，而遊客前來旅遊的最大動機是想了解客庄歷史文化，想體驗客家文化及民俗風情，顯示屏東客庄旅遊應回歸到客家歷史文化風土人情。整體而言，滿意度都非常良好，可見屏東客庄的文化觀光旅遊深獲遊客的肯定。
質性訪談結果顯示，屏東客庄有豐富的客家歷史文化內涵，在伙房、建築、宗教、美食方面，擁有文化觀光的優勢和獨特性，同時也面臨經濟環境不佳、政策資源不足、缺乏規劃等劣勢。故發展文化觀光旅遊，應使文化節慶、創意產業、文化觀光三者緊密結者、互動良好，進一步提升在地族群自我認同、文化傳承，並運用傳播媒體、廣告或說故事方式，形塑在地特色和意象，讓遊客喜歡來屏東客庄作客。未來，六堆客家文化園區將扮演屏東客庄文化觀光的窗口，甚至是使屏東客庄聯結成一座生態博物館的平台。而政府宜多加輔導民間業者，將伙房閒置空間再利用，規劃成有客家特色氛圍的民宿。各鄉鎮可發展各自的特色，或設置文創館、旅遊諮詢中心，繪製導覽手冊或摺頁，有效提昇旅遊的品質，並配合各景點週邊的餐飲、交通運輸，以帶動觀光產業，使遊客不虛此行。

關鍵字

屏東客庄 ； 文化觀光 ； 文化旅遊發展 ； 六堆

並列摘要

Cultural tourism is the world's hottest industries, especially tourism could enhance the visibility of the local culture, promote the economic prosperity of local industry. The advanced countries dare to treat tourism as economic factors, and is committed to the guidance of the domestic tourism to create better tourism environment.
The Pingtung Hakka Villages have rich Hakka culture, the image of simple life attract tourists to come to tour the culture life. The study focus on tourism research field of Pingtung Hakka Villages, took survey method for 420 visitors , who take a day tour from Taipei to Pingtung Hakka Culture. Then we apply semi-structured depth interviews for public sector business contractors, navigation members, food and beverage industry members and local history writers.
The survey result, most visitors have deeply impression about rich culture and ecological landscape in Hakka Villages, just like Meiho Fo Fong, Sinpi Water Park, Neipu Mazu temple, Changli Temple, Wugoushui villages. There have 100% visitors willing return to Hakka village. The motivations, including to understand the history and culture, experience the culture life. We found , Pintung Hakka villages sould be foucus on the Hakka's history and culture life. Overall, most visitors are satisfied in Hakka culture tourism.
The qualitative interview result, Hakka Villages have Fo Fong, architecture, religion, food, with the strengths and uniqueness of Culture and Tourism, while facing the disadvantage of economic downturn, lack of planning and policy resources. Therefore, we should develop Culture and Tourism to integrate cultural festivals, creative industries and culture tourism, further to enhance the self-identity in ethnic, cultural heritage. Using media, advertising, or tell a story the way, shaping the local appeal and image, so that visitors like to come to Pingtung Hakka villages. In the Future, Liu Dui Hakka Cultural Park will play the important windows between Pingtung Hakka Culture and Tourism, shaping platform of an eco-museum. Government should be more counseling private businesses, to planning of Fo Fong space into the the B & B which have Hakka characteristics atmosphere. Taiwan townships can develop their own characteristics, or set of cultural and creative Hall tourist information center, draw a guide book or leaflet, effectively enhance the quality of tourism, and with the various attractions around the food and beverage, transportation, in order to spur the tourism industry.

並列關鍵字

Pingtung Hakka village ； cultural tourism ； cultural tourism and development ； Liudui

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