| Abstract: | 本研究係針對「霧峰‧轉型試驗城鎮之旅」此一新興特色遊程做全面性的策略規劃。從掌握霧峰的文化觀光資源特性著手，以環境分析霧峰地區城鎮旅遊發展的現況及對霧峰轉型試驗城鎮之旅五大遊程主要精神與內涵做瞭解，進一步進行內外環境條件之SWOT比較分析。整合擬定出「霧峰‧轉型試驗城鎮之旅策略與方案」。 研究發現，霧峰轉型試驗城鎮之旅策略與方案，需做為階段性推動策略，並針對策略目標擬定執行方案。第一階段：需做資源整合策略、產品研發策略、組織發展策略、整合行銷策略。第二階段：營運模式的建構包含了整合平台、組織分工、資源連結、旅遊產品與經營模式。第三階段：整體營運模式必須加入時間的觀點，透過組織任務目標與觀光效益的設定分為初、中、後三期階段，才能逐步務實推展。 本研究已針對霧峰的文化觀光發展提出系統性之策略規劃，在推展實務上，重視階段性發展的原則，按部就班地逐步推動；在學術研究方面，本案例是非常有價值的行動研究，可根據本研究之策規劃與行動方案作為研究設計基礎，進行後續實際研究。進而朝向「人文矽谷?先驅之城」的目標前進。
This study is a comprehensive strategic plan for the new characteristic tour of " Wufeng and Transformation Experimental Town Tour". Starting from mastering the characteristics of the cultural and sightseeing resources of fog peak, we should analyze the current situation of urban tourism development in the Wufeng area and make an understanding of the main spirit and connotation of the five major tours of the experimental town tour of Wufeng transformation, and further carry out the comparative analysis of the internal and external environmental conditions. The " Wufeng and Transformation Pilot Town Tour Strategy and Program" is developed. The study found that the strategy and scheme of the experimental town tour of Wufeng transformation should be used as a phase-promoting strategy, and the implementation plan should be formulated for the strategic goal. The first stage: we need to do resource integration strategy, product research and development strategy, organizational development strategy, integrated marketing strategy. The second stage: the construction of the operation model includes the integration platform, the division of organization, the resource link, the tourism products and the business model. Phase III: The overall mode of operation must be integrated with the view of time, through the organization of mission objectives and tourism benefits set into the first, middle and last three stages, in order to gradually and pragmatically develop. This study has put forward a systematic strategic plan for the development of cultural tourism in Wufeng, in the practice of promoting, pay attention to the principle of phased development, step by step to promote, in academic research, this case is a very valuable action research, according to the strategy planning and action plan of this study as the basis for research and design, follow-up practical research. And then move toward the goal of the Human Silicon Valley Pioneer City. |
