| Abstract: | 各國對鄉村振興普遍重視，我國農村再生之推展也持續在進行。當中，社區旅遊一直是重要的策略途徑，而如何建立其特色品牌是重要發展課題。研究者長期投入六股社區的產業發展，近期配合霧峰觀光發展，正著手規劃推動社區旅遊，準備結合社區的旅遊資源推展具有主題性的特色旅遊─新健康農業之旅。研究目的有二：規劃推動六股社區特色旅遊形程；增補社區旅遊品牌發展理論。主要研究發問包括：六股社區特色遊程發展的條件與限制？六股社區「新健康農業之旅」的策略規劃與執行?六股社區推展「新健康農業之旅」的困境與成效？ 本研究採用行動研究法，以六股社區旅遊做為實際行動場域。研究發現，六股社區「新健康農業之旅」之發展具有豐沛的觀光資源與產業基礎，但在專業人力、空間設備與特色活動上仍有欠缺不足。社區透過整合、行銷、組織與財務策略，規劃具有獨特性之主題遊程，並形成包含「創造遊客體驗」、「完善服務設施」、「培訓服務人力」「加強行銷管理」、「健全財務管理」與「增進社區效益」六項要素的營運模式。針對初步的推行成效，從訪談內容分析，受訪者對此遊程的參與經驗，在吸引力、滿意度和認同感上均持肯定的看法。本研究也針對遊程的初步推展經驗，進行社區永續觀光三項指標的行動反思，並提出後續推展的三項建議。
All countries have attached great importance to rural revitalization, and the promotion of rural regeneration in my country is also continuing. Among them, community tourism has always been an important strategic approach, and how to establish its characteristic brand is an important development issue. The researchers have been investing in the industrial development of Liugu community for a long time. Recently, in conjunction with the tourism development of Wufeng, they are planning to promote community tourism, and are preparing to combine the tourism resources of the community to promote a thematic and characteristic tourism - a New Healthy Agricultural Tour. There are two research purposes: to plan and promote the characteristics of the Liugu community tourism process; to supplement the theory of community tourism brand development. The main research questions include: What are the conditions and limitations of the development of the characteristic tour of Liugu community? The strategic planning and implementation of the " New Healthy Agricultural Tour " in Liugu Community? The difficulties and effects of Liugu Community's promotion of the " New Healthy Agricultural Tour "? This study adopts the action research method and takes Liugu community tourism as the actual action field. The study found that the development of the "New Healthy Agriculture Tour" in Liugu Community has abundant tourism resources and industrial foundation, but it still lacks professional manpower, space equipment and special activities. Through integration, marketing, organization and financial strategies, the community plans unique themed itineraries, and forms programs including "creating tourist experience", "improving service facilities", "training service manpower", "strengthening marketing management", and "sound financial management" The operating model with the six elements of "Enhancing Community Benefit". From the analysis of the interview content, the respondents have positive views on the participation experience of this tour in terms of attractiveness, satisfaction and identity. Based on the initial promotion experience of the tour, this study also conducts action reflections on the three indicators of sustainable community tourism, and puts forward three suggestions for follow-up promotion. |
