古坑鄉華山地區之整合性鄉村旅遊分析

Analysis of the Integrated Rural Tourism in Huashan Area of Gukeng Township

鄉村旅遊可有效帶動農村地區之發展，為瞭解華山地區鄉村旅遊的推動現況，本研究基於整合性鄉村旅遊之概念模式，針對旅遊業者、當地住民、遊客及協會組織等利害相關者進行半結構式訪談。研究結果發現四組利害相關者中，組織性團體之協會組織的分數最高，生產及衝擊面之旅遊業者、當地住民間差異不大，而消費面之遊客的分數則是最低。因此，當藉由整合性鄉村旅遊模式結合策略配適運用時，須考量利害相關者間的利益衝突及參與度，瞭解其間的合作與競爭關係，基於內部的連結整合，強化利害相關者間之合作，方能於符合法規之前提下使用資源，有效地經營管理，同時並保護及提升在地資源；另賦權當地社區，公部門提供優惠方案及補助計畫輔導，並應積極輔導地方組織熟悉相關法規，以活絡地方觀光產業及提升農村的生活品質。其次是資源的妥善利用以增強行動，如古坑咖啡的品牌建立後，再結合其他農產品及人文資源的互補性，強化在地性的特色；另考量華山地區的自然條件，建議應穩健發展，較能提供優質化的旅遊品質。再者，透過網絡連結利害相關者，以及鑲嵌化運用在地資源，使之能達成鄉村旅遊的永續發展並獲得最大效益。 Rural tourism could promote the development of rural villages effectively. The study aimed to understand out the present state of the rural tourism activities in Huashan area. Based on the conceptual model of the Integrated Rural Tourism (IRT), semi-structured interview was made with the relevant stakeholders; including the tourism operators, local residents, tourists and associations. The result revealed that the associations for organizational context had the most interests on the criteria, the tourism operators and the local residents for production and impacts involved had similar interests, and the tourists for consumption had the least interests among the 4 groups of relevant stakeholders. Combining the IRT and the strategic fit was concerned with the conflicts of interest and the participation of the stakeholders. Realizing their cooperation and competition just enabled the optimal use of resources, the effective management, and the protection and promotion of the local resources under the laws and regulations. Therefore, we suggest integrating the internal and the relevant stakeholders, empower the local communities, provide preferential schemes and subsidization programs by the public sectors, and guide actively the local organizations to know the laws and regulations well. It must develop the local tourism and enhance the quality of life in the rural village. The next is to use the resources properly and strengthen them. For instance, after the establishment of the brand of the Gukeng coffee, other agricultural products and cultural resources add their complementarity and stress the endogeneity. Considering the natural conditions of the Huashan area, the stable development is recommended to provide more excellent quality of tourism. And then, networking the relevant stakeholders and embedding the local resources attained to the sustainability of rural tourism and earned the maximum benefits.