地方創生文化觀光經濟策略之探討—以布洛灣山月村渡假小屋為例

Abstract

地方創生著重地方之特色發展，藉由地方特色創造地方觀光或產業來振興地方經濟，帶動文化與經濟發展，並解決嚴重的都市化問題。山月村為政府之委外案，以體驗型飯店聞名，並只雇用太魯閣族員工，深度推廣太魯閣族文化，並與地方觀光產業結合。 本研究以位於太魯閣國家公園內的布洛灣山月村為個案研究對象，進行深入的個案研究。經由分析與討論後獲得以下列結論： (一)、布洛灣山月村，為地方創生創造了另一種可能性，也就是以企業為主體，結合原住民文化串聯起地方的連結，不僅輔導當地原住民就業也進行人才培育。 (二)、鼓勵員工向外發展，多接觸各大飯店不同的管理經營模式，提升價值。為了鼓勵太魯閣族人們多元發展，山月村在提升太魯閣族員工自我民族及文化的認同與理解。拍攝的紀錄片將可為太魯閣族之歷史文化再做一次重要的紀錄與曝光，別具地方與文化意義。 (三)、山月村的行銷策略成功國際化，在地的生態與文化推廣是吸引國外旅客前來體驗與欣賞的重要因素。 (四)、與遊客深度互動、聊天、溝通、和旅客當朋友，有助於旅客更認識當地文化，進而增加地方依戀，創造高回客率。 (五)、作為文創產業，認識自己的文化，以自己的文化出發做創意發想，創造出自己的企業特色，增加差異性與獨特性是重要關鍵。 (六)、山月村只聘用太魯閣族員工之政策，不僅有助企業文化推廣，也提供就業機會，留住年輕人口，並提升其自我文化認同。讓該族群文化能更深入並且正確地推廣，對於原住民傳統智慧財產權更有保障。

Regional Revitalization focuses on the development of local characteristics, creating local tourism or industries through local characteristics to revitalize the local economy, drive cultural and economic development, and solve serious urbanization problems. Taroko Village Hotel is an outsourcing case of the government, to experience the civilization of the hotel, and only hire Taroko employees to deeply promote the Taroko culture and integrate it with the local tourism industry. In this study, we conducted an in-depth case study using the Taroko Village Hotel where located in the Taroko National Park as a case study. After analysis and discussion, the following conclusions were obtained: 1. Taroko Village Hotel creates another kind of possibility of Regional Revitalization, that is, taking enterprises as the main body and combining the aboriginal culture to integrate the local features, which not only assists the local aboriginal employees but also builds their capacity. 2. Taroko Village Hotel encourages employees to develop outwards and to learn different management and operation models of other major hotels to enhance value of the village. In order to encourage the diversified development of the Taroko people, Taroko Village Hotel is enhancing the self-identity and understanding of the Taroko people's nationality and culture. The upcoming documentary film will make another important record and exposure for the history and culture of the Taroko tribe, with unique local and cultural significance. 3. The marketing strategy of Taroko Village Hotel has been successfully internationalized, and the local ecological and cultural promotion is an important factor to attract foreign tourists to experience and appreciate. 4. In-depth interaction with visitors, chat, communication, and being friends with travelers will help travelers better understand the local culture, thereby increasing local attachment and creating a high return rate. 5. As a cultural and creative industry, it is important to understand your own culture, create creative ideas based on your own culture, create your own corporate characteristics, and increase differences and uniqueness. 6. The policy of hiring in Taroko Village Hotel is only hired Taroko employees who can helps promote corporate culture, and provides employment opportunities, retains the young population, and enhances its self-cultural identity and showcase their ethic culture more profoundly and correctly, which also protects indigenous people’s traditional intellectual property.