從文化產業的資源面談台灣文化旅遊的發展

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Title:	從文化產業的資源面談台灣文化旅遊的發展
Authors:	蔡振文;羅清吉
Contributors:	國立屏東科技大學景觀暨遊憩管理研究所
Keywords:	人文觀光資源;文化創意產業;文化旅遊;觀光遊憩
Date:	2006-05-01
Issue Date:	2009-12-15 01:22:03 (UTC+0)
Publisher:	亞洲大學休閒與遊憩管理學系
Abstract:	文化創意產業，是運用創意形成智慧財產，創造具有潛力的財富與就業機會，以促進生活環境整體的提昇。2002年行政院核定之「挑戰2008：國家發展重點計畫」，將「文化創意產業發展計畫」列入其中，內容涵蓋下列三個產業：1.文化藝術核心產業。 2.設計產業。 3.創意支援與週邊創意產業。根據聯合國教科文組織（UNESCO）認為文化產業包括：印刷、出版、多媒體、聽覺與視覺、攝影與電影生產，亦等同於工藝與設計。對某些國家來說，這個概念也包括建築、視覺與表演藝術、運動、音樂器具的製造、廣告與文化觀光等。聯合國對文化創意產業的定義是：「文化創意產業是結合創作、生產與商業的內容，同時這內容在本質上，是具有無形資產與文化概念的特性，並獲得智慧財產權的保護，而以產品或服務的形式來呈現。」過去幾十年，台灣的經濟奇蹟是靠勞力密集和製造業，在國際村、全球化的快速進化中，我們必須另尋出路。將文化注入新的創意，集合各個領域的智慧與匠心，創造另一個奇蹟。觀光產業各先進國家皆列為推動的重點政策，近幾年文建會將社區營造加進特有的文化創意，目前已有了初步成效。台灣地狹人稠，土地利用極為密集，國家公園的設立，保留一份天然資源。台灣獨特的文化背景，文化產業因為創意巧思而有了新的生命。週休二日的實施，國民開始重視休閒生活，豐富的文化觀光資源，「生態旅遊」和「文化旅遊」帶動了國內觀光遊憩風氣蓬勃發展，更吸引國際旅客來台。因此，如何利用台灣各地區豐富之人文觀光資源，提振國內「文化旅遊」觀光事業為本研究之動機。本文內容概要如下：一：文化創意產業的時代意義。二：探討台灣文化產業的特質與創新。三：台灣文化旅遊的資源。四：文化旅遊的困境與對策。五：結論與建議。文化創意產業須具有故事性、傳奇性、藝術性與美學的表達，配合行銷策略、與產品開發，產品可以是現代的或傳統的，以創意為主，其獨特性要強，甚至是唯一的。再者必須能夠吸引人注意，尤其是e世代的年輕人，文化是可靜可動的， 1 產品豐富消費者的生活、感動消費者，即可為地方帶來新生命和活力，甚至財富。由於文化旅遊的發展是跨領域的，必須結合相關的專業人才和整合各方資源，更須政府多方方面的輔導與協助，在經營策略上不只是顧旅遊業本身即可，所以其策略應是多方的，並從整體文化面、創意面、藝術面、設計面來提升文化旅遊品質，徹底落實文化創意產業的發展精神，發展台灣為文化創意最為蓬勃發展的地區，並帶動整體經濟發展。The cultural creative industries are using the creativity to form the intellectual property having the potential wealth and employment opportunities which can promote the living standard. In 2002, the Executive Yuan announced "Challenges 2008: the National Development Key Plans ". Among the plans, the cultural creative industry development plan was included, and the contents covered the following three main industries: 1. Cultural code-art industry. 2. Designing industry. 3. Creativity support and peripheral creativity industry. In the past several decades, Taiwan's economical miracle depended on the labor-intensive and the manufacturing industries which have rapidly evolved in the globalization in the international village. Therefore, we had to seek the outlets to instill the new creativity into the culture, gathering diverse knowledge and the ingenuity to make another miracle. Sightseeing industry has been cultivated by developed countries. In recent years, The Council for Cultural Affairs in Taiwan has built the overall community with the unique cultural creativities. At present we get the initial results. Taiwan is small but has a large population and the land is overused. The establishment of national park preserves natural resources. Both Taiwan unique cultural background, as well as cultural industry has new life because of the creative conception. The policy “two days off in a week” has been enforced , and people pay more attention to their leisure activities; therefore the rich resource of cultural sightseeing- "the eco-tourism" and "the cultural tourism" have induced the tide of sightseeing inside the country. Besides, this phenomenon has attracted the tourists abroad. Therefore, the use of the abundant humane sightseeing resource and the way to promote the cultural traveling, as well as the development of sightseeing enterprise are the motive for this research. The content outlines are as follow: 1. Era significance of cultural creativity industry. 2. Exploration of the special characteristics and the innovation of Taiwan cultural industry. 3. Resources of Taiwan culture traveling. 3 4. Difficulties and strategies of cultural traveling. 5. Conclusion and suggestions. The cultural creativity industry must hold esthetic expression with story, legend, which matches marketing strategy and the product development. The products may be modern or traditional but the creativity is the main point. Its unique quality must be strong. Furthermore it must be able to attract people’s attention, especially the young generations. The culture may be still or mobile and the product should improve consumer's life. Consecutively it might bring the new life vigor and even wealth for the consumer. The cultural tourism development includes quite a few fields of interest, and must unite the related professionals and various resources. It must depend on government assistance and subsidy. Managing tourism itself should not only meet the requirements for management strategy but also should be managed in multiple ways. The quality of culture should be raised from the overall cultural, creative, artistic and designing levels. The spirit of cultural career with creativity should be fully carried out which would make Taiwan become the place full of cultural activities. Later on, these cultural creativities could help the overall economical development in Taiwan.
Relation:	2006年海峽兩岸休閒產業發展學術研討會 05-01~02
Appears in Collections:	[休閒與遊憩管理學系] 會議論文

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