歐洲文化觀光之研究：以義大利為例

現代大眾生活與傳播媒體緊密相連，民眾可能因為社群平台上一張旅遊照片就決定旅遊目的地，加上交通工具選項多樣化，縮短觀光景點甚至是國與國的距離，帶動全球觀光產業成長的同時，增加更多不同觀光產品，這之中文化觀光成為許多遊客的選擇，越來越多遊客喜歡接近在地社會，接觸建築、藝術、生活文化，強調與一般觀光不同的行程，促使文化觀光興盛，也是當前世界觀光市場中產值最高、就業人數最多的類型，即使於金融危機期間，一樣維持發展動力。歐洲多元文化一直以來都是吸引觀光客的原因之一，全球觀光人次排名前十名有一半是歐洲國家，產業經濟效益可觀，另一方面歐盟需要提高公民的認同情感應對歐盟擴大影響，發現文化遺產可以連結共同歷史記憶幫助運作順利，因此成為共同文化政策重要根源，連結原本觀光活動盛行優勢而極力發展文化觀光。義大利身為前幾大觀光市場，歐洲文化孕育地之一及歐盟會員國，文化影響力不可忽略，藉義大利內城市文化觀光案例，了解義大利與歐盟的文化及觀光政策脈絡，期盼完整了解觀光大國經驗。本研究分為五章：第一章介紹研究動機與目的、研究方法與途徑、文獻回顧、研究範圍及架構；第二章講述歐洲聯盟文化及觀光政策，分析政策歷史背景、法源根據和具體行動；第三章說明義大利文化觀光相關法律及了解成因、負責管理之機構，最後一部分探討對內和對外不同文化觀光策略；第四章從解析義大利文化觀光發展優勢開始，就馬泰拉作為實際案例解釋，地方城市、義大利國家與歐盟如何進行文化觀光合作；第五章針對研究目的進行總結及展望以供參考。

關鍵字

歐洲聯盟；文化觀光；義大利；歐洲文化首都

並列摘要

Mass communication media is naturally related to people’s life nowadays. People may decide their travel destinations because of a photo on the social media. In addition, the diversification of transportation options shortens the distance between tourist attractions and even countries. Both promote the growth of the global tourism industry, while adding more different tourism products to be new trend. Among a lot of tourism products, cultural tourism becomes the first option for many tourists. More and more tourists like to be close to the local society, get in touch with architecture, art, and life culture, and emphasize the itinerary that differs from general sightseeing, which also promotes the prosperity of cultural tourism. It is also the type with the highest output value and the largest number of employees in the current world tourism market, and maintains its development momentum even during the financial crisis. Multiculturalism in Europe has always been one reason for attracting tourists. Half of the top ten tourists in the world are European countries, and the economic benefits of the industry are considerable. The European Union needs to improve the identity of citizens to influence of EU enlargement. They discover that cultural heritage can link the common historical memory and help smooth EU administration. Therefore, it has become an important source of the common cultural policy. Connect with the original prevalence of tourism activities and strive to develop cultural tourism. As one of the top tourist markets, Italy is one of the breeding grounds of European culture and a member state of the European Union. We cannot ignore its cultural influence. Learn about the cultural and tourism policy context of Italy and the European Union through the case of local city held European capital of culture, and hope to provide a reference for a complete understanding of the experience of major tourism countries. There are five chapters in this thesis: Chapter One introduces the research motivation and purpose, research methods and approaches, literature review, research scope and structure; Chapter Two describes the European Union’s cultural and tourism policies, and analyzes the historical background, legal basis and specificity of the policy Action; Chapter 3 explains the relevant laws of Italian cultural tourism and the institutions responsible for understanding the causes and management. Discusses different cultural tourism strategies internally and externally in the last part of this chapter; Chapter 4 starts with analyzing the advantages of cultural tourism development in Italy regarding Matera. As an actual case explanation, how local cities, Italian countries and the European Union conduct cultural tourism cooperation; Chapter 5 summarizes and prospects for research.