歷史制度論觀點的墨西哥農村再生與觀光：「魔幻農村計畫」

A Historical Institutionalism Perspective on Rural Regeneration and Tourism in Mexico:“Pueblos Mágicos”

本文擬以「歷史制度論」嘗試回答以下的研究課題：「墨西哥的觀光導向農村再生模式為何形成？其中又有何特殊之處？」繼則闡述：就行動者來說，由於該國政府在歷史進程上長期以國家之力主導旅遊業，並爭取全方位地提升旅遊吸引力，包括從無到有，打造類似阿卡普爾科（西班牙文：Acapulco）與坎昆（西班牙文：Cancún）經驗的新興城市，故能在全球觀光體系內，扮演著旅遊舞臺的鋪設者角色，進而廣受世人矚目，無形之中致使所謂「路徑依賴」（path dependence）於焉產生。嗣再迎來接受新自由主義（neoliberalism）思潮洗禮以降的結構改變，使該國雖賡續仰賴以旅遊充做解決城鄉差距問題的攻略手段，但嘗試依循去中心化治理模式，進一步形成新的觀光政策。此後該國農村功能逐漸朝向多樣化演化，除不再單純具生產糧食作用外，反倒將重點置放於提供北美國家的入境觀光平臺，而且持續維持後者穩定成長的動機，甚至大於針對前者的需求。最後，歷經國家主導旅遊產業發展，以及新自由主義去中心化觀光政策磨合的墨西哥，造就了獨樹一格的「魔幻農村計畫」（西班牙文：pueblos mágicos），可謂其來有自。

This paper employs a historical institutionalism framework to address the research question: What accounts for the formation of Mexico’s tourismoriented rural revitalization model, and what are its distinctive features? It then seeks to elucidate the following points: the Mexican government has historically taken a state-led approach to tourism development, striving to enhance the country’s appeal as a global destination in a comprehensive manner. This has included the creation of entirely new cities, such as Acapulco and Cancún, as flagship examples of successful tourist hubs. By fulfilling the role of stage-setter within the global tourism system, Mexico has garnered significant international attention, inadvertently fostering a form of“path dependence.”Subsequent to the advent of neoliberalism, the country continued to rely on tourism as a strategic tool to address urban-rural disparities. However, it also began experimenting with decentralized governance models, gradually shaping a new approach to tourism policy. Over time, rural areas in Mexico evolved toward functional diversification, transitioning from a focus solely on food production to prioritizing their role as platforms for inbound tourism, particularly for visitors from North America. Ultimately, the interplay between the state-led development of the tourism industry and the adoption of neoliberal, decentralized policies gave rise to Mexico’s unique“Pueblos Mágicos”program.