從網絡治理建構地方觀光行銷夥伴策略：以猴硐地區為例

Constructed from the network governance local tourism marketing partnership strategy:The Case Study on Houtong

秦慧茹(Chin, Hui-Ju)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2012年)

摘要

網絡治理是現代化政府治理模式一個重要的概念，籍由政府與民間組織共同來承擔，政府授權並信任私部門的操作，在平等的基礎上協調公私部門的爭議；而民間部門本於關心、關懷為起點，運用並配合公部門資源與政策方向，建構政府與民間社會之平等、互信、互惠資源共享的良好夥伴關係，共同協力完成公共政策目標。基此，本研究期望透過地方觀光行銷策略的研擬，構猴硐地區地方觀光行銷之夥伴策略，以振興地方觀光、活絡地方經濟，以達地方永續經營發展。

本研究透過文獻分析法與深度訪談法，分析國內外地方觀光行銷及網絡治理之文獻理論，做為建構猴硐地區地方觀光行銷夥伴關係之借鏡，探討猴硐地區觀光發展及網絡成員概況，透過SWOT之分析，以形塑猴硐地區觀光發展定位及願景，建構猴硐地區發展觀光行銷時，各網絡成員如何建構合作的夥伴關係，以提供主政者作為政策時的參考。

關鍵字

網絡、網絡治理、地方行銷、觀光行銷

並列摘要

Network governance is the governance model is an important concept of modern government, membership be borne jointly by the Government and civil society organizations, government mandates, and trust in the operation of the private sector to coordinate public and private sector dispute on the basis of equality; and the private sector this in the concern, care as a starting point, the use of and to tie in with the the resources and policy direction of the the public sector, construct the the any discrimination to equal of the the Government with civil society, mutual trust, reciprocity the a the good partner the relationship between of the the sharing of resources, common the work together to to complete the objectives of the public policy. Based on this, the expectations of local tourism marketing strategy strong civic structure Houtong region local tourism marketing partnership strategy to revitalize local tourism, reviving the local economy, to achieve local sustainable development.
In this study, through literature review and in depth interviews, analysis of domestic and foreign local tourism marketing and network governance literature theory, as the construction of the Houtong of local tourism marketing partnership learn to explore the development of regional tourism in Houtong and members of the network profiles, through SWOT analysis in order to shape the Houtong tourism development in positioning and vision to construct the regional development of Houtong tourism marketing, the network members how to build collaborative partnerships, to provide those in power as a policy reference.

並列關鍵字

Network、Network Govenance、Place Marketing、Tourism Marketing

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