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題名：整合式鄉村觀光發展評估指標之建構與應用
作者：何秉燦 引用關係
作者(外文)：Ping-Tsan Ho
校院名稱：國立彰化師範大學
系所名稱：地理學系
指導教授：何猷賓
學位類別：博士
出版日期：2012
主題關鍵詞：鄉村觀光；整合式鄉村觀光發展；旅遊地品牌；評估指標；古坑鄉；Rural tourism；Integrated rural tourism；Destination branding；Evaluative indicators；Gukeng Township
原始連結：連回原系統網址new window
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觀光旅遊的興起使得鄉村資源的利用呈現多樣性發展，讓旅遊業現在成為眾多鄉村地區的關鍵產業之一，逐漸有效地支援農業發展。只是觀光發展所帶來的正負面影響，鄉村地區的發展需要有另一種思維模式，這種模式要能夠提升鄉村活力、保護鄉村、加強鄉村利益。近年來，國外學者與鄉村研究機構開始提出整合式觀點，其中複雜的多重關係以及資源的認知使用與整合都須做考量。為了全面性與整合性的評估，需要基於觀光供需法則與永續發展的三角關係思考。此外，品牌化地區能連結整合性的發展，旅遊地的內化能提升品牌的形象，旅遊地品牌亦影響遊客對於旅遊地的印象，故完整的整合式鄉村發展考量應包含旅遊地發展及品牌的評估。由於國與國之間的差異、國內鄉村資源屬性與發展狀況不同以及整合式鄉村觀光尚未建立類似指標等因素，建立指標以評估國內鄉村觀光整合發展狀況有其意義。最後，本研究藉由指標建立結果選擇古坑鄉進行後續實質評估分析。爰此，本研究有以下目的：一、探討整合式鄉村觀光、鄉村資本與旅遊地品牌。二、分析評估鄉村觀光發展與整合指標之發展。三、建構與分析整合式鄉村觀光發展評估指標。四、實證分析雲林縣古坑鄉之整合式鄉村觀光發展。
本研究依據觀光發展之供需原理以整合鄉村觀光與旅遊地品牌之概念，使用德爾菲法與層級分析法建構整合式鄉村觀光發展評估指標結構，獲得評估指標結構共有4個維度、12個評估構面以及52個指標。子系統權重結果為鄉村旅遊地品牌0.37、鄉村觀光永續發展0.288、鄉村觀光資本0.173、鄉村觀光網絡0.169。實際應用評估指標於雲林縣古坑鄉探討整合程度，本研究獲得系統達成率為68.22%，顯示古坑鄉整合式鄉村發展為潛在整合的情形，總體來說古坑鄉地區鄉村觀光的發展逐漸邁向整合。各個子系統之分析結果是鄉村觀光網絡達成率為68.40%，呈現潛在整合。鄉村觀光資本達成率為70.69%，是整合狀況最佳者。鄉村觀光永續發展構面成率為65%是子系統中整合程度最差的。鄉村旅遊地品牌達成率為69.46%，結果顯示分數逐漸接近整合。
歸結研究結果得到以下結論，本評估指標基於鄉村整體發展的概念，研究結果發現應更重視利益關係人間的關係及互動。其次旅遊地品牌強化整合式發展的基礎，增加了旅遊地的辨識及旅遊地的尊重。接著，鄉村性的特質能讓評估指標具有區別性。最後，整合式指標能適用於絕大多數的鄉村地區，但對於特殊地區須考慮文化與資源的差異性。本研究建議未來研究上可以增加其他區域做比較、分別以不同利益關係人針對旅遊地之不同構面來做探討以及破壞式創新議題的討論。
The growth of tourism facilitates the use of rural resources in showing the diversity of development. Tourism has now become one of the key industries in many rural areas and it has gradually and effectively supported the development of agriculture. With the growth of tourism development, the both negative and positive impacts might affect the social sustainability of tourism in rural destination. In response to this issue, the development of rural areas needs to comply with another mode of thinking. The proposed model is expected to improve rural vitality, protect the countryside, and enhance mutual interests in rural areas. In recent years, rural tourism researchers and rural research institutions have propose the integrated approach as a method of encapsulating its multidimensional nature and the multiplicity of stakeholders. For comprehensive and integrated assessment of rural tourism, the model incorporated the relationship of principles of tourism supply and demand and sustainability that are designed to make optimal use of resources while at the same time protecting and enhancing them. In addition, destination branding can be related to the integrated development. Endogeneity (tourism products and services derived from local resources) of tourism usually involves a strong local participation which may in turn enhance the destination brand image. Destination branding also affects visitors’ perception of a particular destination. Therefore, the proposed integrated rural development includes destination development and brand assessment. Because of variability between countries in terms of domestic rural resource properties, the development of integrated rural tourism indicators in Taiwanese context has not been established. This research proposes indicators that assess the domestic rural tourism integration development have of its significance. Finally, this research selectes Gukeng township, Yunlin County as a research site for executing the proposed evaluative indicators. Research objectives are the following: 1) to explore the relationship between integrated rural tourism, rural capital and destination branding. 2) to analyze rural tourism development and its integrated indicators. 3) construct and analyze integrated rural tourism indicators in Taiwanese context. 4) empirical study of integrated rural tourism-a case of Gugeng township, Yunlin County.
In this study, the model is using the principle of tourism supply and demand to integrate the concept of rural tourism and destination branding. Delphi Method and the Analytic Hierarchy Process are used to construct an integrated rural tourism development indictor structure and the evaluative indicator structure has a total of 4 subsystems, 12dimensions and 52 indicators. The weight of subsystem are rural destination branding 0.37, rural tourism sustainability 0.288, rural tourism capital 0.173, and rural tourism networking 0.169. In application of investigating the degree of tourism integration of Gukeng Township, Yunlin County, the integration reaches a rate of 68.22%, suggesting that Gukeng Township is stepping toward integration. As for the analysis of the various subsystems in the supply side, rural tourism networking reaches a rate of 68.40%. This result implies a potential integration. Rural tourism capital reaches a rate of 70.69%. It is marked as a well integration status. On the other hand, rural tourism sustainability has the lowest integration (65%).As for the demand side, rural destination branding reaches a rate of 69.46%, implying a score is moving closer to integration.
The research findings draw the following conclusions. First, the evaluative indicators were established based on the concept of holistic rural development, the finding suggested that building stakeholders’ mutual interest and interaction is important. Second, tourism destination branding strengthens the foundation of integrated development, in turn to increase destination identity and respectful destination. Third, a rurality of evaluative indicators used in a rural context is discriminated from other indicators. Finally, integrated indicators could be applied to the majority of rural areas, but a consideration of differences in culture and resources for special areas must be taken into account.This study suggests future research can take a comparative study with other region or explore dimensions from different stakeholders’ perspectives.
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