| 摘要: | 摘 要
政府改造臺3線16客庄之本意是要發展文藝復興，本文認為要與發展休閒產業並進是一樣的重要，才能發揮最大效益，改造臺三線十六客庄是國家百年大計，雖然發展文藝復興最後目的是招來觀光人潮，但發展文藝復興是緩慢的，完成後亦為能帶來觀光人潮，發展觀光休閒產業才有立竿見影之效，因此，發展觀光休閒產業是當務之急。
本研究共訪談16名公部門、學者、當地業者、耆老、資深領隊導遊、旅行社業者、觀光客等，以立意抽樣原則，透過相關人員進行訪談。本文成果顯示，政府在浪漫臺3線中再造16客庄觀光休閒產業的優勢為：16客庄具豐富多元的客家特有文化；劣勢為：16客庄屬內山交通較不發達相對產生不便；機會為：16客庄改造為浪漫大道是國家百年大計，經費及人員充足；競爭威脅為：青年返鄉創業，如無觀光客消費將無法長期經營…等。建議相關單位：現有客家相關建設、設施應有效運用、運用客家建築的獨特性、興建客家傳統特色建築，做為16客庄新地標。
結論與建議；打造特色旅遊是政府和民間須努力的方向，把臺3線16客庄串連成一條漫活、漫食、漫遊的文化休閒大道，從產業出發，把國內外觀光人潮帶進十六客庄，進一步提振地方經濟，如何落實，政府具體規劃，還要靠在地居民與返鄉青年，(專業人員)，加入這場產業的復興運動，茶園、樟腦，寧賣祖宗田，勿忘祖宗言，寧賣祖宗園，不忘祖宗源。德國羅曼蒂克大道蔡英文總統參照德國浪漫蒂克大道，打造臺3線16客庄為浪漫大道已7年餘，依其計畫及進程是頗具成效的。
研究建議：一、應有專門機構管理、執行臺3線16客庄且是常設性；二、保有傳統客家美食之時，也要發揮創意；三、現有客家相關建設、設施應有效運用；四、廣泛推廣生態旅遊；五、運用客家建築的獨特性；六、美食是發展觀光重要因素之一；七、興建客家傳統特色建築，作為16客庄新地標；八、發展地方觀光休閒產業應與客語並重；九、廣告是行銷方法之一；十、串聯16客庄自行車道專用道；十一、振興客家戲曲(茶戲) ；十二、定期舉辦臺三線16客庄國際自由車、馬拉松、客家戲曲……等邀請賽；十三、異業(界)聯盟以提升通路及營業所得；十四、客委會及16客庄要與各地旅行社、相關協會合作舉辦各類活動；十五、雙鐵搭配臺灣好行及各客運、遊覽車做好交通配套；十六、營造婚紗攝、錄影的理想場地；十七、打造16客庄為打卡熱點。
關鍵詞：浪漫大道、觀光休閒產業、旅行業、SWOT分析、質性訪談
;Abstract
The original intention of the government to transform the sixteen guest houses on the third
line of Taiwan is to develop the Renaissance. The purpose is to attract tourists, but the
development of the Renaissance is slow. After completion, the development of the tourism
and leisure industry will have an immediate effect in order to bring in the tourists. Therefore,
the development of the tourism and leisure industry is a top priority.
This study interviewed 16 public departments, scholars, local operators, elderly people,
seniortour guides, travel agency operators, tourists, etc., and conducted interviews through
relevantpersonnel based on the principle of intentional sampling. The results of this paper
show that the advantages of the government’s reconstruction of Shiliu Hakka’s tourism and
leisureindustry in the third line of Romantic Taiwan are: Shiliu Hakka has a rich and diverse
Hakka-specific culture; the disadvantage is: Shiliu Hakka is located in an inner
mountain with less developed transportation and relatively inconvenient ; Opportunities: The
transformation of Sixteen Hakka Villages into Romantic Avenue is a century-old national
plan, with sufficient funds and personnel; competition threats: young people return to their
hometowns to start businesses, and if there is no tourist consumption, they will not be able to
operate for a long time...etc. Suggestion to relevant units: Existing Hakka-related
construction and facilities should be effectively used, and the uniqueness of Hakka
architecture should be used to build Hakka traditional characteristic buildings as a new
landmark of Shiliu Hakka Village.
Conclusion and Suggestions: To create characteristic tourism is the direction that the
government and the people must work hard to connect the 16 guest villages on the 3rd line of
Taiwan into a cultural and leisure avenue for living, eating, and roaming. Starting from the
industry, it will bring domestic and foreign tourists into the 16 Hakka Village, how to
furtherboost the local economy, how to implement it, the specific government plan, also
depends onthe local residents and returning youth, (professionals), join this industry revival
movement,tea gardens, camphor, rather sell ancestral fields, Do not forget the words of the
ancestors,rather than sell the ancestral garden, do not forget the source of the ancestors. It has
been more than 6 years since President Tsai Ing-wen established the Romantic Avenue on
Taiwan’s3rd Line and 16 Hakka Villages with reference to the Romantic Avenue in
GermanyAccording to the plan and progress, it has been quite effective.
Keywords: Romantic Avenue, tourism and leisure industry, travel industry, SWOT analysis, qualitative interview |
