後疫情時代冒險觀光業者之多元角色：認同理論的觀點

The multiple roles of adventure tour operators in the post-pandemic era: Perspectives of identity theory

新冠肺炎疫情解封進入後疫情時代後，國人對於國內冒險觀光的需求大增。在需求增加的情況下，對於其活動的相關安全及自然環境的保育也呈現出了壓力，僅靠政府單位的人力或法規來管理冒險觀光已有所不足。近年來不少學者提出政府單位與觀光業者若能建立夥伴關係，對觀光活動的管理、安全及自然保育上皆能有所助益。本文認為，建立起夥伴關係的前提之一便是政府與遊客理解冒險觀光業者的多元角色，並業者本身也要理解並認同自己的多元角色。據此，本文以認同理論為觀點，參考過去文獻，提出在後疫情的時代下，冒險觀光業者扮演的多元角色有「利益導向之業者」、「活動安全確保者」、「冒險經驗提供者」、「自然環境教育者」共四種角色。並進一步以認同理論為主軸，討論在不同的情況下，業者的多元角色有所衝突時，這些角色可能的優先排序。本文期許政府單位、遊客以及冒險觀光業者自身能認識到冒險觀光業者的多元角色，並建議當政府在制定相關政策時，亦能考量這些多元角色可能的衝突或調和，如此將能夠造就遊客、政府及業者三贏的局面。

Due to the influence of covid-19 pandemic, the market of adventure tourism in Taiwan has a significant growth in the last few years. With the increasing demand of adventure tourism, the pressure of adventure tourists’safety and environmental conservation also increases. This pressure has become an uneasy task for the Taiwanese government. Recently many studies show that establishing a partnership between tour operators and government agencies can benefit the management of tourism, safety of tourists, and conservation of natural environment. This study employed“Identity Theory”as a starting point to describe the potential roles can be identified by adventure tour operators in the post-pandemic era. These roles include“profit-oriented businessman”,“safety guarantor”,“adventure experiences provider”, and“environmental educator”. Moreover, this study employed Identity Theory to discuss which role (s) may have a higher position in adventure tour operators’role identity system when facing the conflict among roles. This study encourages tourists, adventure tour operators and government agencies to recognize the importance of the roles can be played by adventure tour operators. Having a better understanding among stakeholders on the roles of adventure tour operators can benefit the development of adventure tourism in the postpandemic era. If this better understanding can be achieved, this study believes there will be a great benefit for tourists’safety, the government’s management on adventure tourism and conservation, and adventure tour operators’business.