觀光休閒產業發展策略研究－－以屏東縣客庄居民為例

Study on the Tourism and Leisure Industry Development Strategy by the residents of Hakka villages in Pingtung County

隨著國人生活條件的提升與交通便捷，觀光休閒風氣興起，觀光休閒旅遊已成為國人生活極其重要的活動。以觀光休閒產業發展趨勢及現況而言，活絡地方經濟，滿足遊客的需求，以地方資源特色所建立的觀光休閒發展型態已儼然形成。屏東縣客家地區以農業為主，受到台灣加入世界貿易組織（World Trade Organization；簡稱WTO）及社會變遷的衝擊，自然無法置身於時代潮流之外，勢必要配合時勢轉型。然而，地區產業發展的良窳，當地居民的態度與認知是產業發展的關鍵。本研究之目的以調查與分析客庄地區居民對發展觀光休閒產業的看法，研擬產業發展策略，並將成果提供產、官、學界實務運作之參採。採問卷調查之研究法，以居民的觀點探討屏東縣客庄觀光休閒產業之發展策略。研究對象為屏東縣高樹、長治、麟洛、內埔、竹田、萬巒、新埤、佳冬等八個客庄之居民，共計386份有效樣本。透過文獻探討、研究設計、問卷施測及分析與討論獲致結果。藉由環境與資源的現況探討，及透過SWOT分析，找出產業優勢與劣勢、機會與威脅等因子，以策略配對掌握競爭優勢，形成最適的發展策略。研究結果發現：一、居民認為餐廳環境衛生及服務品質、提升業者的素質與水準與加強業者合作關係之「品質改善」最重要；二、「客家美食」、「古蹟文化」、「節慶活動」對觀光客最具吸引力；三、客家族群較為保守、少創意、不擅長有投資風險的服務業，輔導與溝通是發展產業的樞紐；四、公部門推廣效能有待提升，主其事者是成敗的關鍵。並就精進公部門效能提出具體建議。

With the increasing standards of living and the convenient traffic systems, tourism and leisure have been gaining popularity, In terms of developing trends and the current situation of tourism and the leisure industry, stimulating the local economy to satisfy the needs of visitors, the use of local resources to establish developed patterns of tourism and leisure has been formed. Pingtung County Hakka regions are dominated by agriculture, but due to Taiwan joining the World Trade Organization and impacts of social change; Taiwan cannot keep up with the evolving modern trend, and is bound to change its pattern of development accordingly. However, due to the pros and cons of regional industrial development, attitudes and awareness of local residents are key points of industrial development. The purpose of this study was to use a questionnaire to investigate and analyze views of the residents of Hakka villages on the development of the tourism leisure industry, to study and propose industrial development strategies, and to provide the results for the practical operation of fruits of production, government, and educational institution to adopt and use as reference. The questionnaire surveyed the views of residents and was used as the research method to confer developed strategies of tourism and leisure industries of Hakka villages in Pingtung County. The study area included the following communities in Pingtung County - Gao Shu, Zhang zhi, Lin luo, Neipu, Zhu tian, Wan luan, Xin pi, Jia dong from which the residents were the object of study, and a total of 386 valid samples were taken. Results were obtained through literature review, research design, questionnaire, and analysis and discussion. The current state of environment and resources as well as SWOT analysis were used to identify strengths, weaknesses, opportunities and threats of the industry, in order to grasp the competitive advantage strategy of pairing to form the optimal development strategy. The results found that, ranked as first priority, residents think that restaurant sanitation, service quality, enhanced industry standards, and strengthening the cooperation between the industry's 'quality improvements' are the most important considerations; second, Hakka food, heritage, culture, and festivals are the biggest attractions for tourists; third, that Hakka groups are conservative, less willing to change, and normally afraid of taking the risks of investment services, hence counseling and communication are keys for the development of the industry; fourth, public sector popularity effectiveness remains to be improved, and those in charge are vital to its success.