| Abstract: | 台中市和平區梨山風景特定區，地屬台中市境內，中橫之一段早期特色風景區。自1960年中橫公路創建完成以來，許多榮民在此地落地生根，並由政府引進溫帶水果及蔬菜進行墾殖。然而，在1999年的921大地震摧毀了中橫台八線青山至德基路段，重創谷關至環山經濟命脈。之後再於2004年遭遇七二水災，屢遭艱難。自2018年11月起，雖然恢復客運公車通行，但區域整體觀光發展仍需重新整合，歷經22年山林憩息，在綠色休閒產業發掘的當下，台中大都會發展規劃藉由與周邊郊區產業相結合，達到都市城鄉化的整體發展前提下，觀光行銷再出發。本研究透過環境分析整理現有鄰近自然人文資源現況，分析在地現存發展危機，藉由形塑環境背景資源特色，帶動發展活動主題及其相關的產業，提升在地微創文化價值，整合推展利基，策略行銷帶動此區觀光價值。本研究以現有第一手和第二手資料的收集與理論樣板資料分析法整理歸納現存危機威脅，並研擬發展優勢機會的可能性發展。且透過目的地行銷管理組織設定訪談題目、商業模式與SWOT的研究分析，歸納了梨山當前觀光遇到的困難如政府資金投入不足、遊客年齡層不夠廣泛、道路維護問題，同時也提供了導入目的地行銷管理組織後可能為當地觀光帶來的好處，從而針對政府部門及民間地方發展團體提供建議。因此本研究以此結論做為策略研擬的基礎發展方向，強調市場區隔與定位發展此區價值訴求:實用性、自明性、文化性、價值性，強調其區域特色，推行觀光行銷，和認知未來發展契機，永續發展。供做相關產業與實務管理者的參考。
Lishan Scenic Spot, Heping District, Taichung City, is a section of early characteristic scenic spots within the territory of Taichung City. Since the establishment of the Zhongheng Highway in 1960, many veterans have taken root here, and the government has introduced temperate fruits and vegetables for cultivation. However, the 921 earthquake in 1999 destroyed the section from Qingshan to Deji on the Eighth Line of Zhonghengtai, and severely damaged the economic lifeline of Guguan to Huanshan. Later, in 2004, he was hit by the July 2 floods and suffered repeated hardships. Since November 2018, although passenger bus traffic has been resumed, the overall tourism development of the region still needs to be reintegrated. After 22 years of mountain and forest rest, the Taichung Metropolitan Development Plan is closely aligned with the surrounding suburban development. Under the premise of achieving the overall development of urban-urbanization, tourism marketing will start again. This research uses environmental analysis to sort out the current situation of neighboring natural and human resources, analyzes the existing development crises in the area, and shapes the environmental background resource characteristics to drive the development of activities and related industries, enhance the value of local minimally invasive culture, and integrate and promote benefits. The value of tourism derived by strategic marketing in this area basically. This research summarizes the existing crisis threats through the collection of existing primary and secondary data， then utilized theoretical model to analysis data to get the possible development of opportunities for developing advantages. And through Destination Management Organizations setting interview topics, business models and SWOT research and analysis, it summarizes the current difficulties encountered in Lishan tourism, such as insufficient government funding, insufficient age groups of tourists, and road maintenance problems, At the same time, it also provides the benefits that may be brought to local tourism after the introduction of Destination Management Organizations, thereby providing advice to government departments and private local development groups. Therefore, this study takes this conclusion as the basic development direction of strategy research. As the basic development direction of strategic research, it emphasizes market segmentation and positioning to develop the value demands of this area: practicality, self-evidence, culture, value; emphasizes its regional characteristics, promotes tourism marketing, and recognizes future development opportunities: sustainable development, be reference for managers in related industries and practices. |
