旅游资源整合与品牌塑造问题研究.pdf

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旅༷༟๕዆Υၾۜ೐෧ிਪᕚ޼Ӻ 15 旅༷༟๕዆Υၾۜ೐෧ிਪᕚ޼Ӻ A Study of the Combination and Brand-building of Tourism Resource ᓻ ؏Jie Qu ɪऎࢪᇍɽኪ旅༷ኪ৫ਿᓾ௅ਓ˴΂ Director of Foreign Affairs of Shanghai Institute of Tourism Shanghai Normal University ࿜ ࠅ ዆Υ旅༷༟๕݊ɓࡈ፹ၝልᕏٙӻ୕ʈ೻f旅༷༟๕Υ理ৣໄձଉ度዆Υٙۃ౤ૢ΁̀඲݊ΌࠦႩ識旅༷༟๕dᆞ઄຅ήɓ切̙ܱઢٙ旅༷༟๕f΢ήִ݁Ꮠί࿁Չ旅༷༟๕͍ᆽ֛Зձۜ೐஝ྌٙਿᓾɪdӻ୕዆Υ旅༷༟๕f ᗫᒟοj旅༷༟๕዆Υeӻ୕஝ྌe͍ᆽ֛Зeۜ೐෧ி ABSTRACT The development and combination of tourism resource is a complicated systematic project. It is vital for us to have a true understanding of what tourism resource is and to be quite familiar with the resources available before starting the in-depth tourism resource development and combination. Therefore, it is suggested the local government should base the tourism resource development and combination on proper brand setting and systematic planning. 旅ุ༷ٙᘩنd˴ࠅ᜗ତί旅༷ͦٙήගٙᘩنfɓࡈϓ̌ٙ旅༷ͦٙήd離不කϓ̌ٙ༟๕዆Υձ行ቖfί˚益Όଢʷٙʦ˂d旅༷ͦٙή行ቖԘ஺ትɝ዆Υ行ቖձۜ೐ʷࣛ˾fί຾歷了౻ᓃᘩنe旅༷ᇞ路ᘩنe̹۬ᘩنɧࡈචݬܝdҢ਷΢ήਜʘගٙ旅༷ᘩنʊක֐ආɝୋ̬ࡈචݬ—ਜਹᘩنࣛ˾f ί͊來ʞ年ʫdҢ਷旅༷行ุਗ਼˸ɘɽਜਹމࠠᓃdΌࠦ̋੶ਜਹ旅༷஝ྌ዆Υdપਗਜਹ旅༷՘ሜ೯࢝f਷࢕ࠠᓃ஝ྌٙɘɽਜਹ旅༷˴ࠅܼ̍jڡᔛ᚛路ضᇞ旅༷e࠰ࣸ里拉ਜਹ旅༷ਜeᐑ˄ಳ਄Ԓ度৿旅༷ਸ਼eɽڗϪɧԉݲ旅༷ਜe࠯都都̹度৿旅༷ਸ਼e؇ɧ省老ʈุਿή旅༷ਜeຽಥዦ旅༷ਜeೄʮئ༨ਜਹ旅༷ਜ˸ʿകၦʘ路旅༷ਜf 16 2006౤؁ᝈΈ᎛旅;ኰɛ力ʿ行ቖᘩن力਷ყኪஔ޼ীึ ɘɽਜਹٙપ̈d݅੽҃ᝈɪܸ׼了਷࢕ක೯e዆Υ旅༷༟๕ٙࠠᓃdɦމ΢ήٙ旅༷ක೯ක拓了ܠ路f ڐ఻年來d旅ุ༷༟๕ٙ浪൬ၾ行ุٙೌҏᘩن༿Փ了旅༷行ุٙ዆᜗਄ੰ೯࢝d不ˇή˙ءࠠʃᇍఖᘩنdنྮʃᇍఖ利益Ͼׁ略了ɽᇍఖᘩنfఱ݊Νɓࡈਜਹʫ΢ɽ旅༷ؐ෯ʱ౳຾ᐄd̹ఙɦʝ޴ʹɸࠠᛌdΪϾኬߧ΢ɽ旅༷ؐ෯ʘගʫ௅ᘩنዧ烈fՉഐ؈݊旅༷ͦٙήіˏ力˚益ࢮʷe旅༷ପۜ˚益老ʷe旅༷ΆԫุఊЗࣖ益ܵᚃЭɨfίவ၇ઋرɨd旅༷༟๕዆Υʊ஗ൖމɓ൨良˙f΢ήॸॸ໌ሗϞᗫਖ਼࢕參ၾ旅༷஝ྌٙՓ֛ʈЪdϞٙή˙ᒔሗਖ਼࢕౤̈Ո᜗˙ࣩf ᅲ˲不論வԬ˙ࣩ݊щ切ྼ̙行d੽ͦۃʮбٙ༟料來޶d΢ή࿁༟๕዆ΥਪᕚٙႩ識ɪπίɓ֛ٙ਋ࢨd˴ࠅ᜗ତί˸ɨ఻ࡈ˙ࠦj 1. ί༟๕዆ΥɪఃᛇࠦࠦࡆՑ 不ˇή˙ί஝ྌɪ఻˷ɷᇐɓ律ٙ౤̈ࠅක೯ፄᝈΈ旅༷e;ඝ旅༷e᜗᜕旅༷ձ度৿旅༷މɓ᜗ٙε˴ᕚ旅༷ପfۜவ၇฿念ձႩ識ɪٙᅼᇔܘ࢙易ኬߧପۜೌतЍeක೯ೌࠠᓃeৌ力ೌڭᗇʿ行ቖೌ˴ᕚٙ҅ࠦf不ˇή˙ʥɤʱᆠহ׵પ̈఻ɽ旅༷精ۜe఻ૢ旅༷ᇞ路ʿ఻ɽ旅༷ਜfՉഐ؈ֻֻிϓක೯ϓ͉ܘ৷e௅ʱਖ਼ࣩΪৌ力不ԑϾ不੻不ᅲ৾ٙᏇ҄҅ࠦf 2. ࿁旅༷༟๕ॹ˶ΌࠦٙႩ識 ҢࡁᏐ੽ᄿ່ɪ࿁旅༷༟๕ආ行ΎႩ識fɭ݊ঐ࿁ɽ଺ପ͛ᄿعіˏ力ٙԨঐˏৎɛࡁ̘ආ行೵ಂ異ή͛ݺ€يሯձ精神ऊ൬ٙɓ切ԫيձତ൥dɭ݊ঐዧ೯旅༷٫旅༷ਗዚdঐމ旅ุ༷利͜dԨঐ੄ପ͛຾᏶ࣖ益eٟึࣖ益ձᐑྤࣖ益ٙତ൥ձԫيdѩ၈މ旅༷༟๕f例νࠬ౻Τ௷eึᙄਠਕe˖ʷ᜗ԃഃືԫݺਗe߅ኪҦஔe຾᏶ପุʿ˂್ତ൥旅༷༟๕ഃഃfІ್ၾɛ˖ᐑྤe˖ʷeҖ൥e᜗Փձପุഃ都݊旅༷༟๕ٙଡ଼ϓࠅ९f˖ʷٙў່ܘᄿdЪމ旅༷༟๕ٙଡ଼ϓ௅ʱ來說d˴ࠅܼ̍j͏ڳeࠬɺɛઋd؂ུʿືᅅݺਗഃf ௰ڐ఻年d௅ʱ旅༷ਖ਼ุɛɻॸॸપ̈了旅༷ɽ༟๕อ฿念f旅༷ɽ༟๕ᝈ念݊࿁旅༷ପۜࣨː——旅༷༟๕ᝈ念ٙᓒɽձ೯࢝dί旅༷ऊ൬ࡈ׌ʷeऊ൬හΣεʩʷٙʦ˂d旅༷༟๕у旅༷іˏيɰяତ̈εʩʷᒈැdೌ論෤林ࠬΈe̚˾ܔጘe˖ي̚༦e͏ࠬ͏ڳe̚˾፲ѧeІ್ࠬ౻eɛ˖౻ᝈeʈุ༵͛ପe߅Ҧ˖઺ሊ͛dɭɛࡁϞλփːٙeชጳሳٙeซᐝ༆ٙ都̙˸ϓމ旅༷༟๕fίɽ༟๕ᝈ念ܸˏɨd旅ุ༷ᇍఖɽɽ拓ᄱd不ස৷ʆeئ流e̹۬e͞෤݊旅༷༟๕dʈᅀeኪࣧeᔼ৫e޼Ӻ৫ഃɰϓމࠠࠅ旅༷༟๕f ͟׵ίϤ͉࣬ਪᕚɪ̈ତႩ識ɪٙ਋ࢨd不ˇή˙ٙ旅༷ପۜഐ࿴ٙሜ዆ఱҖϓ了සස݊ܳಫձࠠอଡ଼Υf 旅༷༟๕዆Υၾۜ೐෧ிਪᕚ޼Ӻ 17 3. ࿁旅༷༟๕νО዆Υॹ˶ΌࠦٙႩ識 旅༷༟๕዆Ὺ඲݊ίΌࠦႩ識e߅ኪٙ൙ᄆɓ切̙利ٙ͜旅༷༟๕ਿᓾɪd࿁ତϞ༟๕ආ行Υ理֛Зeӻ୕஝ྌeϞࠇྌeϞӉ᜷ήሜ዆旅༷ପۜഐ࿴Ԩ̂ʱ೯౨༟๕͉Ԓٙʝ໾׌˸ᔮబՉʫ଄f΢ήਜˈՉᏐءจ೯౨ࠠ量ॴٙeϞቤኼ׌ٙࣃ᎘ପۜٙЪ͜dԴՉϓމ዆ࡈήਜ旅༷຾᏶ٙɓࡈ̋஺ኜf؄ψ̹ί༟๕዆Υ˙ࠦٙϓ̌຾᜕ڌ׼d༟๕዆Ὺ඲߉̈旅༷ٙήЗd੶ʷ旅༷҅ձ෤林҅ٙਖ਼ุ၍理ᔖঐd೯౨行ุ၍理Ꮄැiءࠠ஝ᅼ၍理d࿁౻ਜྼ行ਜਹ׌၍理i旅༷༟๕዆ΥᏐ̂ʱ᜗ତପุගٙ՘ЪձፄΥd不සܼ̍࿁ʹஷeஷڦe᎛භeਠ൱ഃ؂ਕุٙ஝ྌ዆Υd更ࠅ੶ሜ旅ุ༷ၾʈ༵ପุe߅઺ሊ͛ഃٙᗫ聯度d̂ʱ利͜旅ุ༷೯࢝ٙ੭ਗࣖᏐ࿁ෂ୕ପุ೯࢝ৎՑᗫ聯੭ਗЪ͜fɽପุᗡᝈ念ஷཀ࿴ܔପุ聯Υၾᗫ聯dΝࣛတԑ旅܄e旅༷ή֢͏ձ旅༷຾ᐄ٫ٙ利益ձ福利fΪϤdҢࡁٙ଻ଢ不ঐ̥ءจՑ旅༷޴ᗫ௅ژdᒔࠅ̂ʱ೯౨ɓ切ձ旅༷Ϟ利益ᗫڷٙ޴ᗫΆԫุఊЗٙЪ͜fɘ྽๖ၣ路旅༷Ϟࠢப΂ʮ̡ఱ݊̂ʱႩ識Ցཥ໘ၣ路ί旅༷行ቖʕٙЪ͜dΪϾၾ旅༷ପۜ౤Զਠ都Ϫఛ౻ਜ၍理҅eڡ۬ʆ౻ਜ၍理҅eɧ݋਼౻ਜ၍理௅ژᖦࠈ了ၣ路ਯୃձ዆Υ行ቖΥЪ՘ᙄiၾ̻τڭᎈʮ̡eɿජڭᎈ˾理ʮ̡e聯ஷʮ̡ᖦ֛了ڭᎈ˾理ቖਯ՘֛ձ܄˒༟๕e行ቖ၍༸΍͜ΥЪ՘ᙄiၾ༵行eܔ行ᖦࠈ了ၣ路˕˹ΥЪ՘֛iၾᙳ೻e行ٝၣഃၣ路༶ᐄਠᖦ֛了旅༷ପۜΥЪ՘֛fவᅺႦഹίၣ路̻ၽਿᓾɪd˸౻ਜމ˾ڌٙ旅༷ପۜԶᏐਠ޴ʝ዆Υd΍Νணࠇ旅༷ପۜ(旅༷ᇞ路)iஷཀၣ路̻ၽd旅༷ପۜ౤Զਠe܁ෂ၍༸ʿପۜ຾ቖਠආ行ආɓӉ዆Υdପۜணࠇe܁ෂeቖਯɓ᜗ʷ༶ЪdҖϓ旅༷ପۜҭ೯e˾理᜗ӻf 4. ༟๕዆Υׁࣛ略了旅༷؂ਕ༟๕ٙ዆Υ 旅༷༟๕ٙतࣿ׌Ӕ֛了旅༷༟๕዆Ὺ඲ࠠൖ旅༷؂ਕ༟๕ٙ዆Υfͦۃd΢ή旅行ٟٙ數量不ˇdШɪ஝ᅼeϞྼ力ٙ不εf͟׵歷̦ࡡΪdɽε數਷ყٟවਕᚂԒd̍ൔӐࠠf዆Υ旅行ٟ༟๕d̀඲࿏ֵ૶理e༆Ӕ旅行ٟ歷̦፲留ਪᕚdჀༀɪ৬fࠅོ勵旅行ٟࡒԻeࠠଡ଼dˈՉࠅོ勵ၾ̮ήɗЇྤ̮ٙɽۨۜ೐旅行ٟΆุࠠଡ଼dܔ立行ቖၣ路ձ܄๕̹ఙdڮආ旅行ٟΣ஝ᅼʷeਖ਼ุʷ˙Σ೯࢝dԴ˸ήટุਕމ˴ٙ旅行ٟϓڗމਜਹ׌ٙ旅༷˾理€ҭ೯ਠf ৢֳٙ዆Υd˴ࠅ݊੶ʷ行ุ၍理d̂ʱ೯౨行ุ՘ึٙЪ͜dҖϓ聯Υdऊৰ惡׌ᘩنf ͦۃd旅༷行ุ௰߉̈ٙਪᕚ݊旅༷ପۜ老ʷe旅༷ପۜᄆࣸ不Υ理˸ʿ旅༷؂ਕۜሯЭɨd ஢ε༷܄ٙҳൡ˴ࠅණʕί旅༷ପۜᄆࣸձ旅༷؂ਕۜሯவ兩ࡈ˙ࠦfν؈Ңࡁί旅༷༟๕዆Υʕ不ঐΌᆵϽᅇ旅༷؂ਕ༟๕዆Υਪᕚdவ 18 2006౤؁ᝈΈ᎛旅;ኰɛ力ʿ行ቖᘩن力਷ყኪஔ޼ীึ ၇༟๕዆Υ݊不Όࠦɰ݊不߅ኪٙf஢εϓ̌ٙᇍ例ڌ׼d旅༷༟๕዆Υცࠅɤʱࠠൖ˸ɨɓԬਿ͉ٙࡡۆj 1. ୕ɓ஝ྌdΥ理б҅ࡡۆ ΢ήִ݁Ꮠ̂ʱ利҃͜ᝈሜછᔖঐdᆽ֛΢ήਜٙਜਹ̺ᓃeतЍʫ࢙ʿ̹ఙ֛Зd˸݁ഄ༟ৃމ旅༷ක೯ਠ౤Զක೯ܸኬf˸ɽਜਹ聯Υᝈ念Ͻᅇਜਹගٙ聯ΥၾΥЪd༪̈΢Іٙਜਹཞ離來రӋਜਹ旅༷೯࢝路ࢰfක೯旅༷ਖ਼ࣩࣛᏐ˸ε၇Җόආ行ਜਹΥЪd聯Υ΍௴旅༷ۜ೐fνɪऎeරʆ聯˓͂ி“Τ۬(ɪऎ)———Τಳ(Гಳeɷࢥಳ)———Τʆ(රʆ)”ٙ旅༷ᇞdԴʘϓމၾʕ਷ෂ୕旅༷ᇞ路޴෼ߕٙ਷ყ精ۜ旅༷ᇞd˴ࠅіˏᆄߕྠ᜗༷܄iϾ਷࢕Ϟᗫ௅։࿁ɘɽ旅༷ਜٙྌ֛d੽͉࣬ɪ͂ॎ了省eਜٙޢࠢdމ΢ήٙ旅༷ක೯ዓ立了ᅵؐf 2. ߉̈तЍd߉̈˖ʷʫ଄ࡡۆ  ˖ʷ݊旅༷ͦٙή࣬ਿd݊ɛࡁٙ精神࢕෤f旅༷ͦٙήٙ͛ն力e௴ி力ձኑၳ力dೌɓ例̮都ፄءɝ˖ʷٙ力量f旅༷ͦٙήٙ靈჻ί׵˖ʷdՉቾ力ɰ݊˖ʷfϞतЍeϞ˖ʷʫ଄ʑึՈϞܵɮٙіˏ力ձ̹ఙቾ力fί༟๕዆Υٙཀ೻ʕdҢࡁᏐଉɝܱઢ歷̦˖ʷeήਹ˖ʷe流行˖ʷe߅ኪ˖ʷձ௴อ˖ʷഃ˖ʷʫ࢙d˸˖ʷක࢝࿁旅༷٫ٙ઺ԃձಿቮf 3. Υ理֛Зdᆽ֛ۜ೐dϞࠠᓃeϞӉ᜷ήක೯旅༷༟๕  ೯࢝旅༷ࠅҬࡘ֛ЗdϞͦᅺeϞࠠᓃή೯࢝fࠅ˸͉ήٙतᓃձή˙˖ʷ֛Зd೯౨ˢ༰ᎴැfˈՉࠅ͂ிɓԬٝΤۜ೐fۜ೐ٙ෧ிఱ݊旅༷౻ਜ࣬ኽІԒतЍϗණࡈ׌༟ৃԨਗ਼Չӻ୕ʷٙཀ೻f౻ਜΆุۜ೐ܸ݊ਗ਼౻ਜЪމɓࡈՈϞࡈ׌ٙΆุί̹ఙʕՈϞٙٝΤ度fሜݟᜑͪdɽε數̹ఙ80Ĉ˸ɪٙ΅ᕘ͟੶ැۜ೐Цኽd௵ɨ20Ĉ̹ٙఙ͟ೌۜ೐˴᜗ʱ࠮f̙見dӚϞۜ೐ఱӚϞᘩن力eӚϞۜ೐ఱӚϞ̹ఙf͂ி̹۬ۜ೐ٙਗ力๕׵Չ੭來̶ٙɽϗ益fɓ̹̥݊۬Ϟዓ立ࡈ׌ᒻ׼̹ٙ۬ۜ೐dʑঐᓒɽ̹۬ٝΤ度d౤৷̹̹۬ఙᘩن力dΌࠦપਗ̹ٟ۬ึ຾᏶೯࢝dމ̹۬੭來ᜑഹٟٙึࣖ益ձ຾᏶ࣖ益fɚ̹݊۬ۜ೐̙˸ପ̹͛ఙ੶烈ٙႩΝชeኑၳ力ձіˏ力d̙˸މ̹۬іˏɽ量ٙɛ流eي流e༟金流e༟ৃ流fνɪऎ̹ٙ۬ۜ೐Җ൥˴ࠅఖᔎഹ“਷ყeତ˾eᆓ流ձݺ力”來ܔணdϾɪऎ࿁׵̹۬ۜ೐ٙܔண̙ፗ݊୚ጰձմՑdɪऎஷཀܘεՈϞ਷ყʷ˥๟ٙݺਗ來౤ʺ̹۬ۜ೐d例νו፬APECึᙄe͡፬˰௹ึeᑘ፬F1ˢᒄഃd都Դɪऎ̹ٙ۬Җ൥ɓϣɦɓϣήϓމ˰ޢٙೊᓃ̹۬f旅༷ۜ೐Җ൥ٙணࠇᒔࠅءࠠൖᙂٙላᏘձː靈ٙቤኼdۜ೐Җ൥ٙላᏘ力ձ輻࢛力ɓ͇෧ி̈dۜ೐ఱึᒻݺήяତίɛࡁٙ଻ۃdऊ൬٫ʑึί଺εٙ༟ৃʘʕdࣛՍชᙂۜ೐ٙπίfᙅνdɛࡁ̥ࠅɓ౤ৎ“ਗชʘ都”ٙҖ൥dІ್ఱ 旅༷༟๕዆Υၾۜ೐෧ிਪᕚ޼Ӻ 19 ึซՑ࠰ಥiɓ౤ৎဤ፟ٙҖ൥dఱึซՑ̬ʇiɓ౤ৎ“ຬ綠ʘ֚d੹ථʘی”ٙɹ໮dఱึซՑථیfவఱ݊旅༷ۜ೐Җ൥ٙᚭ力הίf 4. ̙ܵᚃ೯࢝ࡡۆ ̙ܵᚃ೯࢝݊Ң਷຾᏶೯࢝ٙਿ͉ࡡۆfίක೯旅༷ପۜe೯࢝旅༷ପุٙΝࣛࠅءจڭᚐᐑྤd˸༺ՑɛၾɛeɛၾІ್eɛ類ݺਗၾІ್ᐑྤٙҁߕeձፓ୕ɓf೯࢝旅༷̀඲ܔ立ίᐑྤٙו༱力ʘɪdࠅ਺ܵ旅೯࢝ၾІ್ᐑྤፄΥeձፓٙࡡۆfࠅ͍ᆽஈ理༟๕ක೯ၾᐑྤڭᚐٙᗫڷdԴ旅༷ପุ೯࢝ၾ͛࿒ᐑྤձፓ୕ɓdΌࠦe՘ሜή೯࢝旅ุ༷d੽Ͼྼତ旅༷೯࢝ͦᅺၾᐑྤڭᚐͦᅺٙ୕ɓf 5. ε˙參ၾࡡۆ 旅༷༟๕஝ྌٙஷ੬ਂجִֻֻ݊݁͟௅ژଘ᎘d໌ሗ΢˙ࠦਖ਼ุɛɻ參ၾf͟׵ॹˇҳ༟˙dϞᗫ利益˙e֢͏˾ڌe༷܄˾ڌٙ參ၾd੬੬ึˏ೯ɓԬͧ޷fΪϤdϓ̌ٙ༟๕዆ΥᏐ̂ʱϽᅇՑ΢˙ٙ利益dᒗሗ΢˙ࠦ˾ڌጐ฽參̋ɓԬࠠࠅٙึᙄၾݺਗ f 6. ௴อࡡۆ ௴จ݊ۜ೐ٙ靈჻d良λٙ௴จ݊ۜ೐ϓ̌ٙᗫᒟfɓࡈλۜ೐ٙҖϓఱνΝᜰՓ௓年ߕৢɓᅵd不සცࠅࣛගձጐዠd更ცࠅ΢၇༟๕ٙᎴʷৣໄd༶֛͜Зٙܠซᆽ立̹۬ۜ೐ʷٙ೯࢝኷略f旅༷̹۬ٙۜ೐֛Зਪᕚྼყ݊ɓࡈ̹۬Җ൥ഄྌٙਪᕚdɰ̹݊۬Җ൥ഄྌ˙جٙਪᕚf旅༷ࠅ不ᓙ௴อd不ස旅༷ପۜࠅ௴อd旅༷ଡ଼ᔌഐ࿴ձ旅༷ࠅ९ɰࠅ௴อfආɝ21˰ߏd˖ʷe؂ਕeᐑྤe༟ৃഃ陸ᚃϓމ旅༷ࠅ९d˲ࡡϞࠅ९ίʫ࢙ɪɰ不ᓙ௴อձᔮబdۜሯ不ᓙ౤৷fࠅ˸不ᓙ௴อᝈ念પਗ更ε旅༷ପ̹ۜࠦd不ᓙᎴʷ旅༷ପۜഐ࿴ձ܄๕ഐ࿴fί旅༷ପۜଡ଼Υɪ͟ᝈΈۨ旅༷Σ;ඝeۨڭ਄eۨ益౽ۨ旅༷ᔷᜊdί܄๕ഐ࿴ɪ͟ఊɓۨΣεʩۨᔷᜊfྼତ旅༷ପۜணࠇٙεᅵʷe理׌ʷd͟৛ӋيሯԮաe৛Ӌփत౻ᝈeփत᎛භΣ৛Ӌ更ଉٙʫ଄ᄴࠦᔷᜊfஷཀ̾౮तЍ˖ʷ༺Ց࿁旅༷٫ٙіˏe઺ԃe౤৷eಿቮٙЪ͜f 7. ˸ɛމ͉ࡡۆ ፭ృ“˸ɛމ͉”ࡡۆ࠯΋ࠅ޼Ӻɛeᗫءɛdတԑɛٙ΢၇精神eيሯٙცӋf旅༷ਖ਼ࣩක೯ᏐҪ“˸ɛމ͉”Ъމୋɓࠅ່d˸တԑɛٙ精神ձيሯცӋމͦᅺdءࠠɛٙတจ度eౕࣀ度ٙ౤৷fЪމ旅༷ପۜd݅ࠅމ旅༷٫౤Զౕ樂ᄆ࠽e਄ੰᄆ࠽e˖ʷᄆ࠽eᄲߕᄆ࠽eٝ識ᄆ࠽dɰࠅމ຅ή֢͏౤Զ福利׌ᄆ࠽d̂ʱ᜗ତ̈˸ɛމ͉ࡡۆdவᅵʑঐ༺Ց旅༷຾ᐄ٫e旅༷٫e຅ή֢͏ٙɧኩͦᅺf 20 2006౤؁ᝈΈ᎛旅;ኰɛ力ʿ行ቖᘩن力਷ყኪஔ޼ীึ 8. ܵᚃ؂ਕࡡۆ ࿁˴᜗Άุٙܵᚃ؂ਕd݊ආɓӉ዆Υϓ̌ٙࠠࠅ˕ܵf 旅༷༟๕዆Υ݊ɓධӻ୕ʈ೻d݅ऒʿՑ旅༷௅ژ͉ԒdɦऒʿՑ݁طe຾᏶e˖ʷeਠุഃ௅ژf旅ุ༷ٙ೯࢝ၾήਜ೯࢝ၡ੗聯ᖩe޴ʝသீdतй݊旅ุ༷࿁ήਜۜ೐ٙҖϓձ෧ிৎഹᑘԑჀࠠٙЪ͜dр力͂ி旅༷ۜ೐dڮආ旅ุ༷ၾήਜۜ೐兩٫ʘගٙ良׌ʝਗᜑ੻̀ࠅϾɦࠗ切f 參Ͻ˖ᘠ B. Joseph Pine II, James H. Gilmore. (1999). The Experience Economy. Harvard Business School Press, The Reflections on the Design of Ecotourism Experience Products in West Sichuan. ˮ຃eړථқ€2006f̬ʇ͛࿒旅༷̹ఙ行ቖഄ略޼Ӻf樂ʆࢪᇍኪ৫ኪజd(3)d87-90f ͼወۯ€2005f᜗᜕ό旅༷ٙࠧอ኷略fਠุ຾᏶˖⸭d(3)d56-58f ю˖౽e୿қ͏€2003f᜗᜕຾᏶ࣛ˾ɨ旅༷ପۜٙணࠇၾ௴อf旅༷ኪ̊d18(6)d66-70f 李ਃeெٹ€2003f怒Ϫψ͛࿒旅༷ପۜணࠇٙ௴อܠϽf຾᏶ਪᕚઞ索d(2)d94-97f մ玲੶e೻ጳ˦eմ˂ⅳ€2006f͛࿒旅༷Ⴉᗇପۜ˕˹จᗴ޼ӺÑਿ׵एϪ省̬ࡈ౻ਜ旅༷٫ٙྼᗇʱؓf຾᏶ή理d(1)d140-144f ࢑࣬年eੵ݆҃€2005fᗫ׵ଉᄴ͛࿒旅༷ٙܠϽf৯Гࢪᇍɽኪᘱᚃ઺ԃኪజd(3)d125-128f ੵᄿ๿€2004f͛࿒旅༷j理論፫ؓၾࣩ例޼Ӻfٟึ߅ኪ˖ᘠ̈وٟd35-43f ૎อΣ€2003f᜗᜕຾᏶ၾ旅༷؂ਕ௴อfʕ਷旅༷జd(7)f ⠤ձ೙€2001fක೯ʇГʆή͛࿒旅༷ٙઞীf͛࿒຾᏶d€4d18-21f 劉໊ૐeˮ͗ઽ€2003fอࣛ˾ٙऊ൬˙όÑ᜗᜕຾᏶fऊ൬຾᏶d(3)d32-34f ᕧʃτeᕧ་ശ€2004f旅༷ઋ౻஝ྌၾਖ਼ࣩ᜗᜕ணࠇf旅༷ኪ̊d19(4)j38-44f ᚥወᝣe֗׼खeں益؛€2001f͛࿒ۨ旅༷ͦٙή܄๕̹ఙतᅄ޼Ӻf福ܔ林ุ߅Ҧd(1)d135-138f