城市觀光發展議題日受重視,而觀光護照常是重要的發展工具之一。觀光護照乃是整合行銷傳播方法之一種應用,其所核心理論強調之整合行動與作用,與永續觀光之整合性政策涵義,具有內在一致性。故而,本研究特別選擇持續發行多期之府城觀光護照案例,針對其發行過程之整合現象進行深入的質性研究,以探討其背後的永續觀光寓意。此研究有別於以往多集中在行銷推廣策略或消費者忠誠度與滿意度的探討,主要藉由觀光護照的發行經過來探索城市永續觀光發展之深層涵義。藉由深度訪談及訪談內容的敘事分析,本研究發現,觀光護照的發行必頇經歷包括「觀念整合」、「組織整合」、「資源整合」及「推廣宣傳方式整合」等等整合行動。在整合行動過程中,則經常會遭遇觀念分歧、利害衡量、信任關係以及領導者特質等整合阻力,這也是影響一本護照之生與存之內在主要因素。本研究也從府城觀光護照個案經驗中,歸納出某些有助於化解整合阻力的調適作法。如運用將心比心、合理勸說、尋求帄衡點等方式來化解觀念歧異等等。藉此對觀光護照發行經驗的探究,亦有助於更深入理解一個城市邁向觀光永續之各種整合性困局與調適作法。此外,本研究亦發現,非營利組織在城市觀光永續發展的過程中,往往可以扮演與發揮一般業者與行銷公關公司所無法發揮之公正、獨立與永續等之角色作用。
Urban tourism development is getting a crucial issue in the world. Tour Passport as one of its main measures always collaborates with the development of it. Tour Passport is an application to enhance integrated marketing communication to consumers. In addition, the core concept of integrated marketing communication, which emphasizes actions and agency of integrating, is consistent with the policy meaning of sustainable tourism. Therefore, we chose Tainan city Tour Passport as a case study to investigate the policy meaning of urban sustainable tourism, based on qualitative research in the integrating process of its issue. Previous researches of IMC focused mainly on marketing promotion strategy or consumer satisfaction and loyalty. However in this study, we managed to further explore the sustainable meaning of urban tourism development in the process of passport issue. By way of depth interviews and narrative analysis, we found that issues of tour passport are involved with several actions including of „integration of ideas‟, „integration of organizations‟, „integration of resources‟ and „integration of promotional means‟. Problems and obstacles, which are the main factors influencing the survival of a tour passport, existed throughout the whole process of integration, such as divergent perceptions, disagreements of interest, distrustfulness and characteristics of organization leaders. Finally, several adjustment practices, which help to resolve resistances of integrations, have been listed out at the end of this research. These adjustment practices, for example, are that people need to have empathy, to give each other proper advices or to find a balance and so on to reconcile different opinions. In this research, it provides sufficient information to understand difficult situations and adjustment practices in integrating process toward the development of urban sustainable tourism. Lastly, this research also found that non-profit organization plays as an unbiased, independent and sustainable role during a process of urban sustainable tourism development.