文學與文化觀光行銷策略——以南庄鄉賽夏族實例觀察

The Marketing Strategies of Literature and Cultural Tourism: A Case of Saisiyat in Nanzhuang Township

本文從「文學旅遊的特性」、「從文創產業角度看文學旅遊」、「文學素材在文化觀光行銷中之運用」三個角度探討苗栗縣賽夏族部落的文學旅遊與行銷。作者認為從文學旅遊切入，除了可以控制觀光客的質量，也能提升部落的自主管理比重。倘若文學旅遊能夠擴大與落實，將可獲致以下預期之成效：(1) 擴大原住民文化學術研究之實務應用領域、(2) 強化產官學結合之功能、(3) 豐富國內旅遊之內涵、(4) 多元連結、部落觀光再造之效益。

This article investigates literature and tourism marketing in Saisiyat of Mioli Country from 3 dimensions: the characteristic of literary tourism, the aspect of cultural and creative industries, and the applying of literature materials in tourism marketing. The author claims if we see through literary tourism, we not only control the quality of tourists, but also improve the self-management ability of the tribe. The author thinks it will get the following effects if the literary tourism can be expanded and applied: (1) To extend the indigenous cultural academic study in practical area; (2) To enhance the cooperative relationship among industries, public authorities and academic circles; (3) To enrich the content of domestic tourism; and (3) The affection of multi-link and reengineering of tribal tourism.