安平港國家歷史風景區的「非人員解說設施」之文化推廣策略初探

A Study on Tourists' Attitudestoward the Non-Personal Interpretative Programs of Cultural Promotion of Strategy

本文旨探討安平港國家歷史風景區在「非人員解說設施」之文化推廣事項所面臨的問題及解決的策略。首先了解「非人員解說設施」建置的情形；再針對遊客進行認同程度及注意力的測試。選定東興洋行、海山館、夕遊出張所、運河博物館為問卷發放的地點，採定額抽樣的方式，以李克特氏量表（Likert-Scale）測量，總共發放了240份問卷，有效問卷為219份，研究結果發現有79%以上遊客同意「非人員解說設施之建置有助於文化推廣」；但同時也發現遊客不見得會注意非人員解說設施的內容，故其影響遊客認知與行為的落差，為本研究發現的重點之一。最後，訪談公部門與古蹟委外管理單位，深入探索其文化推廣所面臨之困境。終了歸納安平港國家歷史風景區之文化推廣所遭遇的問題主要有四，一為閱讀習慣的養成，二為非人員解說設施的吸引力，三為解說設施之趣味性，以及公私部門之間的公共關係。

This research is to the non-personal interpretative programs of the cultural promotion for the　question and the strategy in Anping Harbor National Historical Park. First, the non-personal interpretative　programs builds the situation, execute the level of acceptance and the attention test for the tourist. Selected　Julius Mannich & CO., Seamounts Museum, Sio-house and Canal-Museum for questionnaires, quota　sampling, Likert-Scale as measuring tool, altogether has 240 questionnaire, the effective questionnaire　has 219, discovered 79% above tourists to agree non-personal interpretation is a cultural promotion.　And also found that don’t used to attention with content; Another, it’s a key finding to related tourists’　cognitive. Finally, explore to facing difficulties in cultural promotion with interviews toward the official　and enterprise .This study are summarized which reading habits, the attractiveness of the non-personal　interpretative programs¸ tourists’ interesting and public are to the maintenance quality of “the cultural　promotion”.