南投縣觀光發展策略之研究

Research of the Tourism Development Stratege in Nantou County

陳錦倫(CHEN CHIN LUN)

指導教授 ： 林銘昌

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

南投縣觀光發展策略之研究

摘 要
由於地方自治法的實施，各縣級政府紛紛於一級行政單位中設置主管觀光業務之相關局處，使得觀光發展的主管單位更具體，地方更能主導觀光的發展。
但是，觀光的發展需兼具生態環境保育及觀光效益的發揮，而隨著國民旅遊需求不斷增加的趨勢看來，地方政府的觀光發展角色亦愈來愈重，因此，本研究之目的在：1.探討觀光發展過程中所產生的問題，分析各觀光產業發展現況以及彼此之間的相關性，建立觀光發展之模式；2.歸納出觀光發展上亟需改善與加強之處，研擬出觀光發展之策略，以作為當局者參考。
為達成此目的，本研究將︰1.利用參與觀察法進行調查，首先獲得資源分布概況資訊，再以文獻回顧法分析地區自開發以來的相關歷史文獻資料。2.蒐集歷史資料中所發生之新聞事件，了解觀光產業在時間序列上之長期發展，分析目前所發生的觀光發展問題，以尋找解決方案。3.採用德爾菲問卷調查法，整合業界、政府部門及學術界專家學者之看法，擬定觀光發展之策略。
本研究兩項具體結果︰1.南投縣吸引觀光客旅遊之因素在於高山、湖泊景觀與特殊的原住民族文化。2.大量遊客湧進的結果，亦造成觀光發展上的問題，如旅館房間數量的不足、「鏢客」欺瞞行為以及旅遊業的經營問題；為改善現況，進一步推展南投縣觀光產業，針對南投地區提出策略性建議，擬定以下幾點可行的解決方案︰
1.建議南投縣應加強當地基礎建設與針對觀光產業從業人員之訓練，以提供良好的觀光服務系統，增進服務品質，讓遊客留下良好印象。2.加強遊憩資源的開發及連結，使南投地區發展為長期滯留之旅遊模式。3.應增進各產業的整合與業者之間的合作關係，讓當地業者共同為促銷南投地區觀光而努力，提升永續經營的能力。

關鍵詞：觀光發展、策略、南投縣
Keywords : tourism development、strategy、Nantou County

關鍵字

觀光發展 ； 策略 ； 南投縣

並列摘要

Research on Problems of Tourism Development in
Nantou County

Abstract

Owing to the enforcement of Local Self-government Act, one after another, each county-level government sets up the relative bureau or department at the first level administrative unit that governs tourism business, making the competent unit of tourism development be more concrete, and the local government can lead tourism development even more.

However, tourism development must look after both ecological conservation/ environmental protection, and tourism benefits. To see from the trend that the nationals’ travel demands increase constantly, the local government’s role at tourism development becomes more and more important. Hence, the purposes of this research are as follows: 1. To explore the problems that occur in the process of tourism development, analyze the present condition of development of tourism industry and the correlation to establish the mode of tourism development. 2. To induce the points on tourism development that must be speedily improved and strengthened, and draft and develop the strategies of tourism development to be the reference for authorities.

To achieve these goals, the research: 1. utilized the participant observation method to do the survey, obtained the general situation data of resource distribution first, and then analyzed the relevant historical literature data since the development of the area with literature review method; 2. collected the news happened from the historical data, understood the long-term development of tourism industry on time sequence, and analyzed the problems of tourism development that happen presently to search for plans of solution; 3. adopted Delphi method (questionnaire investigation method), and integrated the opinions and points of view of enterprises, government departments, and specialists and scholars of academic circles to draw up the strategies of tourism development.

The two concrete research findings: 1. The factors that Nantou County attracts the tourists to travel here are high mountain/ lake landscape, and special aboriginal culture. 2. The phenomenon that a large number of tourists surge in also causes the problems on tourism development, such as insufficient number of hotel rooms, the deceiving behaviors of “Biao-ke (illegal street vendors that force you to buy their products, and even sell you fake products; a special culture),” and the management problems of travel industry. To order to improve the present conditions, and promote the tourism industry of Nantou County further, the research aimed at Nantou district to propose strategic suggestions, and provide following feasible plans of solution:
1. To suggest Nantou County augment local infrastructure and employee training aiming at the tourism industry to offer good tourism service system, boost the service quality, and leave a nice impression on tourists. 2. To reinforce the development and connection of recreational resources, so that Nantou district can be developing into the travel mode of long stay. 3. To enhance the integration of industries and the cooperation relationship among proprietors, let local proprietors make efforts together for promoting the tourism in Nantou district, and upgrade the capacity of sustainable management.

Keywords: Nantou County, tourism development.

並列關鍵字

Nantou County, tourism development.

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