後疫情時期永續旅遊發展新策略：以豪華旅遊為例

Sustainable Tourism Development Strategies in the Post-Pandemic Period with an Emphasis on Luxury Tourism

新冠疫情使得許多國家更加重視環境與社會的永續性，豪華旅遊也被視為一個重要的推動策略。但豪華旅遊往往誤解為旅遊資源的浪費，與永續的觀點背道而馳。因此，本研究從文獻中歸納出豪華旅遊的定義與服務特性，並透過消費價值理論模型與質性研究建立豪華旅遊消費價值屬性與永續旅遊發展間的關聯性。研究發現，消費者對於豪華旅遊的認知，包含安全性、隱密性、稀少性、獨特性與高品質的服務外，更希望藉由旅遊商品作為向社會傳達自我的目的。若旅遊商品能包含獨特的自然環境以及豐富的歷史與文化性，並引導消費者了解、尊重與學習當地文化特色，便可將豪華旅遊成為永續旅遊發展之目標。

Luxury tourism is often misunderstood as a waste of tourism resources that contradicts sustainability goals. The importance of environmental and social sustainability has been brought into clear relief by the COVID-19 pandemic. In this study, the qualitative content and service characteristics of luxury tourism are investigated. Consumption value model theory is used to determine the degree of correlation between the hierarchy of need and sustainable tourism development. It is revealed that the consumer perception of luxury tourism includes safety, privacy, scarcity, uniqueness, and quality services, as well as the transmission of self-value to society through tourism products. Luxury tourism can align with sustainable development goals if tourism products encompass unique natural environmental and rich historical and cultural content that allows consumers to appreciate, respect, and learn about the local culture.