南芳苑生態旅遊與體驗經濟研究：以海牛遊程、海空步道為例

Abstract

本研究探討南芳苑(彰化縣芳苑鄉南部)的潮間帶生態旅遊-海牛遊程與海空步道。國光石化開發案在環保團體、地方居民與聲援民眾抗爭下，於2011年終止計畫，面對農漁村產業持續衰退的問題，社區營造結合海牛文化發展在地旅遊。以往芳苑鄉的研究多集中於農漁業生產及環境教育，對於生態旅遊的探討相對不足，因此本研究探討擁有豐富生態的南芳苑濕地，目前遇到開發的壓力為何?進行生態旅遊所面臨的困境? 不同形式的生態旅遊對地方經濟、生活與生態的影響及遊客感受有何差異? 本研究運用體驗經濟理論分析不同生態旅遊形式對社區與遊客之影響。研究方法透過文獻探討、訪談、問卷分析，Google Maps評價回饋分析，以了解南芳苑居民、業者、政府、學者與環團在生態旅遊中的互動與關係。研究結果顯示:(1)南芳苑濕地面臨再生能源開發的壓力，目前以國家級濕地劃設作為因應對策。(2)濕地上的紅樹林如何保育管理，是地方主要的討論焦點。(3)海牛遊程業者與社區關係尚待整合。(4)海空步道成為旅遊新亮點，海牛遊程與海空步道對地方產業與遊客體驗呈現複雜的時間、空間與經濟發展關係。本研究提出南芳苑整體整合建議，食宿遊購行旅遊產業鏈合作，推出多樣深度的體驗行程，以擴大南芳苑的生態旅遊市場規模，及後續研究建議。

This study examines intertidal-zone ecotourism in South Fangyuan (southern Fangyuan Township, Changhua County), focusing on Cattle Tours and the Seaside Skywalk. The Kuokuang Petrochemical Project was terminated in 2011 following protests by environmental groups, local residents, and supporters. In response to the continuing decline of agricultural and fishing industries, community development initiatives have sought to integrate the region’s cattle culture into local tourism.Previous studies on Fangyuan Township have largely concentrated on agricultural and fishery production and environmental education, with relatively little discussion of ecotourism. Accordingly, this study explores the biodiversity-rich South Fangyuan Wetlands, asking: What development pressures are currently faced? What challenges arise in implementing ecotourism? How do different forms of ecotourism affect the local economy, livelihoods, ecology, and visitor experiences? Guided by the Experience Economy framework, the research analyzes the impacts of different ecotourism models on communities and visitors.Methodologically, the study adopts literature review, interviews, questionnaire surveys, and Google Maps review analysis to investigate the interactions and relationships among South Fangyuan residents, tourism operators, government agencies, scholars, and environmental organizations.

The findings indicate that: (1) The South Fangyuan Wetlands are under pressure from renewable energy development, with designation as a national-level wetland serving as the main countermeasure; (2) Theconservation and management of mangroves within the wetlands is a central topic of local debate;(3) Relationships between Cattle Tour operators and the community require further integration;(4) The Seaside Skywalk has emerged as a new tourism highlight, while the temporal, spatial, and economic dynamics between Cattle Tours and the Seaside Skywalk are complex.This study proposes integrated strategies for South Fangyuan, including collaboration across the tourism supply chain—accommodation, dining, attractions, shopping, and transportation—and the development of diverse, in-depth experiential itineraries to expand the ecotourism market. Recommendations for future research are also provided.