重層儀式化的運動觀光──對比日本月山及臺灣抹茶山

Sports Tourism under the Multi-layered Ritualized: Study of Mt. Gassan, Japan and Mt. Matcha, Taiwan

坐落於日本山形縣西川町的「月山」，因地景風貌及朝聖苦行而聞名。臺灣宜蘭縣礁溪鄉聖母登山步道終點之「抹茶山」，自2020年經由社群媒體熱議而蔚為風潮。鑒於月山及抹茶山運動觀光皆涵蓋宗教氣息及社群媒體介入，本文延續前行研究，並陳兩案以儀式觀點剖析登山對應朝聖、身體、觀光及科技面向而堆疊之「重層儀式」。以實踐現象學方法研究發現，西川町政府於311大地震後，制定「運動、觀光、交流」主軸，推廣月山夏季滑雪和登山健行；將山林自然資源結合歷史沿革，形塑「月山」符碼並轉化為文化觀光產品。抹茶山則因社群媒體推波助瀾，形塑「抹茶山」符碼翻轉聖母登山步道原有濃厚宗教意象，成就新興景點並產生振興經濟效益；經由社群媒體分享的模仿性儀式，展演再現空間地景及登山苦行性儀式，呈現儀式重層堆疊。當跨越宗教信仰與地域界限的朝聖風潮，成為靈性覺醒以尋覓生命意義的旅程；近年西川町政府強化社群媒體運用並聚焦山岳信仰重生之旅，為後續觀光推廣首要戰略。地方創生是突破區域發展困境的舉措，而發展觀光是振興經濟的途徑之一。本文以儀式觀點審視，發展運動觀光宜順應趨勢，結合當地歷史文化以堆疊儀式底蘊，公私協力將特色地景作為運動觀光及地方創生之重點。

“Mt. Gassan”, located in Nishikawa Town, Yamagata Prefecture, Japan, is famous for its landscapes and mountain ascetic practices and pilgrimages. Meanwhile, because of social media sharing,“Mt. Matcha”, located in the end of the St. Marian Hiking Trail, Jiaoxi, Yilan County, Taiwan, has become a trend since 2020. In view of the fact that both of Mt. Gassan and Mt. Matcha have an aura of religious and social media involvement. This study continues the previous research and discuss two cases to analyze the "multi-layered rituals" of mountaineering corresponding to the aspects of pilgrimage, body, tourism and technology from the ritual perspective. Based on the methodology of phenomenology practice, after the 311 Earthquake, the Nishikawa Town Government developed summer skiing and mountaineering in Mt. Gassan at the core of "Sports, Tourism, and Exchange". Not only combined the natural resources but also within historical evolution to shape " Mt. Gassan " symbol and then transformed into cultural tourism products. Due to social media sharing, it has been shaped“Mt. Matcha”from the original religious image of St. Marian Hiking Trail, Jiaoxi, creating an emerging attraction and generating economic revitalization benefits. Through the imitative rituals of social media, the space and landscape are reproduced in performances and the ascetic ritual of mountain climbing, showing the multi-layered rituals. When the trend of pilgrimage transcends religious beliefs and geographical boundaries, it becomes a journey of spiritual awakening to find the meaning of life. In recent years, the Nishikawa Town Government has strengthened the use of social media and focused on the journey of rebirth of mountain worship as a priority for tourism promotion. Regional revitalization is an initiative to overcome regional issues and tourism development is an approach for economic progress. This study examines two cases from the ritual perspective, to get with the times, sports tourism should cross religious beliefs and geographical boundaries. Through public private partnerships, the related parties should try to apply to the local history and culture to make unique landscapes as strategic priorities in sports tourism and regional revitalization.