文化觀光資源運用於遊程設計之研究-以佳冬鄉為例

Cultural tourism resources used in the travel process design - Jiadong Township

葉正洋(Cheng-Yang Yeh)

指導教授 ： 杜奉賢 ； 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(2014年)

https://doi.org/10.6346/NPUST.2014.00309

摘要

推展文化觀光以尋求地方再發展的新契機，是成立佳冬鄉遊客服務中心的初衷與期許。本研究以文獻調查、田野調查及行動研究法，分為三大步驟進行。第一步，調查佳冬鄉文化觀光資源之現況，並從文獻資料蒐集觀光遊客特性與旅遊決策行為要因等。第二步，文化觀光資源運用與遊程設計，分類為(1)系列遊程及(2)客製化遊程，研擬出二類遊程設計之步驟與方法，並以文獻分析結果，研擬出遊程設計方案之自主評估檢核表，做為檢視遊程設計方案內容是否具有(1)吸引力與創意性，滿足遊客的見聞欲、求知欲等(2)進行「旅遊決策」之項目檢討(3)資源供應系統面檢討(4)經費訂價等項目檢查。第三步，以行動研究，從客製化遊程中選取一個一日遊程及一個半日遊程，各一個方案，從遊程體驗後的問卷來測試，並經過彙整意見後，再用「遊程體驗結果分析」，將分析結果回饋給後續方案執行的參考，或做為新開發方案遊程設計之參考。

　　文獻調查與分析發現，從國人旅遊狀況調查報告，98~102年歷年來「旅遊時最喜歡的遊憩活動」，以102年度資料依比例高低依序為(1)觀賞海岸地質景觀、濕地生態、田園風光(20.9%) (2)品嚐當地特產、特色小吃(15.3% (3)文化體驗活動(18.1％)。因此，本研究遊程設計中以「在地文化特色」為主軸，再加入「客家美食Buffet」及「客家粄DIY」，為設計方向。而佳冬在地文化資源的特色就是「古蹟」、「客家伙房」、「客家聚落」、「歷史事件場所」、「地層下陷文化景觀」等，以主題型方式，以創意重新組合這些文化元素，讓佳冬文化觀光之遊程具有深度文化內涵與豐富性。

　　遊客對於遊程設計內容結合客家伙房、聚落文化、客家墾拓歷史故事、解說、客家美食Buffet、客家粄DIY等。(1)臺北市龍安國小親子團體驗後問卷分析，滿意：74.2%，普通：25.8%，不滿意:0%。(2)高雄市客家學苑校外參訪體驗後問卷分析，滿意：100%。

　　本研究對象「佳冬鄉遊客服務中心」，以民間自主投入方式，實踐文化觀光的經驗，第一期(2012~2014年)，以相當經濟的網路資源經營與行銷，後續可發展異業結盟之策略行銷、六堆鄉鎮串聯行銷、六堆地區特色的客家文化產業據點，導入故事+體驗(DIY)，透過遊程設計列入六堆地區文化觀光之體驗遊程等，開發更豐富多元的文化觀光。

關鍵字

文化觀光 ； 遊程設計 ； 文化資源 ； 佳冬 ； 客家文化

並列摘要

Promotion of cultural tourism in order to seek new opportunities for local re-development is the establishment of tourist service center Jiadong intention and expectation. In this study, literature survey, field research and action research, is divided into three steps.
　The first step to investigate the current status of Jiadong cultural tourism resources, and to gather tourists and tourism decision-making behavior characteristics from the literature to be due and so on.
　The second step, the use of resources and cultural sightseeing tour process design, classified as (1) Ready made tour, and (2) Tailor made tour. Developed two kinds of procedures and methods designed run, And literature analysis, the development of self-assessment checklist of travel-way design, View run as design content whether (1) the attractiveness and creativity to meet the desire of tourists knowledge, curiosity, etc. (2) "Travel decisions" item of review (3) resource supply-side review of the system (4) funding check pricing and other projects.
　The third step, action research, pick a day and a half day run away from customized travel process. Each a program from questionnaires run experience after the test, and after aggregated views, then "run to experience the results of the analysis" will analyze the results back to the reference to the subsequent implementation of the program, or as a reference for new development programs run design.
Literature survey and analysis found that people travel from the survey report, over the years, from 98 to 102 years, "tourism favorite recreational activities." Annual information to 102, depending on the level of order of the ratio of (a) to watch the coast geological landscape, wetland ecology, rural scenery (20.9%) (2) sample local specialties, snacks (15.3%) (3) cultural experience activities (18.1% ) Therefore, this study designed to run "in the cultural characteristics" as the spindle, then add "Hakka cuisine Buffet" and "Hakka broad rice noodles DIY" design direction. And Jiadong featured in the cultural resources is the "historic", "Hakka kitchen", "Hakka community". "historical event venues", "Land subsidence cultural landscape", etc. In theme-based approach to the creative re-combination of these cultural elements, so Jiadong cultural sightseeing trips away with a deep and rich cultural connotations.
　Visitors to run Hakka Foo Fong design is incorporated, settlement culture, Hakka Reclamation historical stories, commentary, Hakka cuisine Buffet, DIY and other Hakka broad rice noodles, satisfaction do? (1) Taipei City, Long An elementary analysis of parent-child group experience questionnaire, satisfaction: 74.2%, Normal: 25.8%, not satisfied: 0%. (2) After visiting Kaohsiung Hakka Academy campus experience questionnaire analysis, satisfaction: 100%.
　The study, "Jiadong visitor center" to private independent input methods, practices and cultural tourism experience. The first phase (2012 - 2014), with considerable economic network resource management and marketing. Subsequent to the development of cross-industry alliance of strategic marketing, marketing series Liudui township, Liudui regional characteristics of Hakka cultural industry base, importing Story + experience (DIY), included Liudui regional cultural sightseeing tour through experience, such as run-away design. Develop a more rich and diverse cultural sightseeing.

並列關鍵字

Cultural tourism ； Tour process design ； Cultural resources ； Jiadong ； Hakka culture

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