台灣生態旅遊的探討：樂活（LOHAS）的觀點

An Analysis of the Ecotourism in Taiwan : A Perspective of LOHAS

陳慧閔(Huei-Min Chen)

指導教授 ： 李碧涵

國立臺灣大學/社會科學院/國家發展研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10386

摘要

生態旅遊是一種高度結合當地自然、人文、社會等各方面的資源，提供遊客一個深度而且富有涵養與教育意義的當地旅遊方式。而發展生態旅遊的方式，則是在營造生態旅遊地的時候必須要掌握低度開發、低干擾、迴避、補償等等的基本原則。生態旅遊的定義包含三個要素：相對原始的旅遊地點、提供環境教育機會以增強生態保育的行動力與認知、關懷當地社區並將旅遊行為的衝擊降至最低。
樂活（LOHAS）是最近幾年來在國際間大行其道的一種風潮，它的概念注重個人健康與環境永續性的生活方式。樂活是一種自發性的風潮，而並非被刻意推動的。透過考量自身對於外部環境所必須承擔的責任以及對於自己健康的期待，進而改變自己的消費行為與生活習慣來達到目的，並且也建立了一種新的生活風格、社會風氣與價值觀，也就是一種負責任的消費行為。
而本文的研究目的有二：一為實際檢視台灣的生態旅遊政策與目前的發展，瞭解生態旅遊在台灣的發展方向與規劃。二為若從樂活（LOHAS）的視角來觀察台灣的生態旅遊的話，目前生態旅遊產業發展是否還缺少什麼關鍵的元素，或是還缺乏怎樣的社會實踐，才能讓台灣的生態旅遊永續性的發展。
本研究中觀察到目前台灣的生態旅遊存在以下的現象：，大多數的業者遊客都沒有聽過或瞭解樂活的內涵；而不瞭解或沒聽過樂活的業者與遊客們，雖然都認為生態旅遊是一種健康的、值得繼續經營與發展的活動，但是對生態旅遊的瞭解與認識並不全面。因此有兩個重要的發現：第一，聽過而且瞭解樂活概念的人，對於生態旅遊的內涵與精神、以及遊程的設計中所關心的事物比較能掌握而且具有全面性的關懷。第二，不管對樂活瞭解多少，大部分進行生態旅遊的遊客對『樂活』所強調的生活風格與方式，都已經認同一部分或是在某些層面上開始去實踐它，這彰顯出生態旅遊是跟樂活相通而且可以相輔相成的。
經由本研究所採用的訪談與問卷結果獲得的初步研究結果來看，目前台灣生態旅遊的發展方向與規劃還是有瓶頸存在，特別是在遊程的規劃、生態旅遊地的經營、遊客的行為與觀念的建立等方面上都是需要再加強的。運用樂活（LOHAS）的觀點來檢視目前台灣生態旅遊的這些發展問題，可以發現遊程的規劃設計必須更富有知性與故事性來提高遊客的興趣；生態旅遊地的經營必須凝聚社區的共識並營造屬於當地自己的特色，或是透過強化的解說系統來引導遊客進入情境；遊客必須抱持著關心周遭環境，關心事物背後的故事，提昇自己的學習能力與體驗的能力，達到進行深層的體驗式旅遊的目標。也就是說希望加入LOHAS的社會實踐能力與其注重環保、永續、學習的價值觀，來增加與當地居民的互動、對當地社區的關心與瞭解，最後達到更為貼近生態旅遊的精神與目標的生態旅遊行為。
而文中除了檢視國際間生態旅遊的發展與定義、相關的最新議題之外，也對台灣的生態旅遊發展問題做了回顧與討論，特別是在於生態旅遊白皮書的修訂與更迭上加以探討。此外也將台灣生態旅遊視為一個產業進行SWOT矩陣分析，以便於瞭解生態旅遊發展的實際問題。最後透過對生態旅遊的相關業者與遊客進行訪談與問卷調查，來分析樂活（LOHAS）對於生態旅遊的業者與遊客所造成的影響為何，進而運用樂活的觀點來探討未來生態旅遊的發展方向與規劃，並提出相關的建議與看法。

關鍵字

生態旅遊 ； 樂活 ； 永續性 ； 負責任的消費 ； 健康生活 ； 體驗式旅遊

並列摘要

Ecotourism is a combination of resources such as environment, cultural, society and many others to provide tourists with a memorable and educational local-style trip. The way to develop the ecotourism is to control the fundamentals (such as least-developing, few interference, avoidance, compensation) while building tourist spots. The definition of ecotourism includes three main elements, which are primitive tourist spot, increasing environmental education opportunities (to enhance action and knowing of ecosystem reservation), and being concerned about locals to lower the conflict.

In the recent years, LOHAS has stirred up an international trend, it emphasizes on personal health and environmental continuing development. LOHAS considers self responsibility on the environment and own personal health, to change ones consumption and life-style to achieve the goal, and thus created a new life-style and values.

Two main goals in this research are, first to assess current ecotourism policies’ development and understand the direction of the movement and its plan, second, from the stand point of LOHAS to examine current ecotourism in Taiwan to see if there is any missing links, or missing what kind of societal practices for sustained development.

This research observed one phenomenon exists in Taiwan’s ecotourism: most of the agents and tourists haven’t heard or understood about the connotation of LOHAS. Though those people think ecotourism is healthy and worthy for long-term operation and development, they are not comprehensively understand the ecotourism. Two important things are discovered then, firstly, one who heard and understand the LOHAS can well know about the ecotourism’s connotation, essence, and the planning concerns, and pay for care overall. Secondly, no matter how much they get involved, most of the tourists identify with certain of LOHAS lifestyle and live up to it. That means ecotourism and LOHAS can be complemented each other.

According to the preliminary finding from this research’s interviews and questionnaires, there is a bottleneck in the future development and plan of Taiwan’s ecotourism; especially the trip-planning, ecotourism managing, and activities/idea building are still need to be enhanced. Apply the point view of LOHAS to review ecotourism development problem happened in Taiwan, we found the trip should be planed full of intellectuality and narrative to increase the tourists’ interesting. The ecotourism management should gather the community common consensus to build its own characteristics; or through the strengthen explanations to guide tourists on track. Tourists must be interested in the surrounding environment, the stories behind the sites and materials they see, and improve their own learning ability and the ability to experience to reach an in-depth trip. This is to say to incorporate LOHAS practice of protecting environment, continuous development, and continuous learning ideals so that there may be increase interaction between the locals, as well as local environment’s care and understanding, to reach a more ecotourism idea and ecotourism behavior.

In the theme below we are going to discuss the development and definition of international ecotourism and the latest related issue; moreover, the development of ecotourism in Taiwan will be reviewed and discussed, especially on the ecotourism white book re-editing and alternating. In addition, the ecotourism in Taiwan will be regard as an industry and doing SWOP matrix analysis to know the actual problem of ecotourism development. In the end, through interviewing the interrelated ecotourism agent and tourists to analyze how LOHAS impact on ecotourism; then apply its point of view to discover the future development aspect and plan of ecotourism, and propose interrelated suggestion and opinions.

並列關鍵字

Ecotourism ； LOHAS ； Sustainability ； Responsible Shopping ； Healthy Life ； Experienced Tour

參考文獻

劉儒淵、曾家琳和沈介文（2004），〈從遊憩衝擊觀點探討登山步道之規劃設計─以玉山國家公園塔塔加步道為例〉，《朝陽設計學報》，第四期，頁107-126。

何彌亮（2007），〈從社區營造探討原住民社區觀光旅遊可行性之研究〉，第四屆台灣地方鄉鎮觀光產業發展與前瞻學術研討會，頁81-95。

洪進雄（2003），〈由四個原住民部落產業發展型態看原住民地區文化生態旅遊產業之發展〉，《農業經營管理會訊》，第三十五期，頁21-25。

吳宗瓊（2003），〈部落觀光與生態旅遊〉，《農業經營管理會訊》，第三十五期，頁15-18。

彭秀萍和毛冠貴（2004），〈台灣農村生態旅遊發展策略之研究〉，《土地問題研究季刊》，頁86-100。