客家庄地景意象與文化觀光之探討：以新竹縣芎林鄉鹿寮坑華龍社區為例

Abstract

民國92年時，鹿寮坑華龍社區推動社區營造，首度籌辦了桔楊花海節，開啟發展文化觀光，帶動了當地文化觀光起步，時至今日鹿寮坑雖擁有豐富的自然、人文地景；但仍未被完全發掘和開發利用或文化觀光活動舉辦大多欠缺新意，淪為固定形式化的舉辦，以致於文化觀光發展仍進步緩慢。如何增進鹿寮坑文化觀光發展，並邁向永續經營為目的，正是本研究所關切的問題。 本研究採用質性研究「文獻分析法」「參與觀察法」「深度訪談法」，藉由訪談得出鹿寮坑地景意象，配合理論架構和鹿寮坑文化觀光發展現況，以地景意象的角度看文化觀光提出建議和作法，找出適用於鹿寮坑文化觀光活動之意象，輔以新的意象納入、文化觀光活動意象不足給予強化。 研究結果分成二部份，從鹿寮坑文化地景意象看文化觀光：一、客家情人節，另外可輔以祈福、祈願的意象，利用鹿寮坑自然地景樹木，取名為祈願樹，並有祈願卡提供遊客，節慶時結合祈願、祈福內容等。二、收冬戲還可輔以懷舊之意象，設計懷舊的農村體驗和懷舊主題的表演活動和戲劇欣賞等。三、地景音樂會，強化鍾家伙房建築古蹟之意象，可與光影結合安排光雕藝術活動，運用現今流行的聲、光、電等科技表現古蹟另一種之美。從鹿寮坑自然地景意象看文化觀光：一、海梨觀光季意象不足予以強化，在社區的入口處設置大型的海梨柑公仔模型和境內設置海梨柑公仔供拍照，以及增加休憩點設施，舉辦體驗採果、果樹認購等活動，研發柑橘相關農產品行銷；除了加強原有意象另外輔以花繁似錦之美意象，結合客家情人節暨海梨花賞花活動，推出套裝的文化觀光行程，結合生態和鄰近觀光的特色景點等。二、螢火蟲季，未來可舉辦螢火蟲季，規劃觀賞型的生態觀光活動，除了帶領遊客認識螢火蟲，還有鹿寮坑特有的動植物，從中培養生態保育的觀念，活動結合未來民宿、河岸咖啡館的設置、DIY的體驗活動、套裝行程等。配合研究結果彙整結論與建議，希望能提供鹿寮坑華龍社區發展文化觀光之參考依據。

In the 92th year of Republic of China, Luliaokeng Hualong Community promoted community construction, and firstly held the orange willow blossom festival to develop cultural sightseeing, which started the local cultural sightseeing. However, despite Luliaokeng owns abundant natural and humanistic landscape, it hasn’t been fully exploited or utilized; besides, most cultural sightseeing activities are always held in the original fixed forms, lacking of innovation, which leads to the slow development of cultural sightseeing. How to enhance the cultural sightseeing development of Luliaokeng and to achieve sustainable operation is the issue this paper focuses on. The paper adopts qualitative research including "literature analysis method", "participant observation method", and "depth interview method". Based on the landscape image of Luliaokeng obtained from interviews, combined with theoretical framework and the current development situation of Luliaokeng cultural sightseeing, suggestions and solutions for cultural sightseeing are put forward from the perspective of landscape image. Besides, the paper finds out the image suitable for Luliaokeng cultural sightseeing activities, and adds in new images, so as to strengthen its cultural sightseeing activities. The study results can be divided into two parts, viewing cultural sightseeing from the cultural landscape image of Luliaokeng: firstly, Hakka Valentine's Day, supporting with pray for blessing; by naming the natural landscape trees in Luliaokeng as blessing tree, and providing visitors with blessing cards, to integrate pray for blessing into the festival. Secondly, Hakka Harvest Festival, image of reminiscence can be added such as to design nostalgic rural experience, nostalgic themed performances or dramas, etc. Thirdly, landscape concert, to strengthen the image of Zhong architectural antiquities, light scribe art activities can be arranged combined with lights and shadows, to express another sense of beauty of historic sites by using popular technologies of sound, light and electricity. Viewing cultural sightseeing from the natural landscape image of Luliaokeng: firstly, strengthen the image of blossoms sightseeing season; large-sized citrus fruit doll model can be placed at the entrance of community and inside the entrance for photography; add some sitting facilities, hold fruit picking, fruit tree purchasing activities, develop citrus fruit and other related agricultural products marketing; in addition to strengthening the original images, beautiful images of blossoms can also be increased, combined the Hakka Valentine's Day and citrus blossoms appreciation activity, promote the packaged cultural sightseeing route integrated ecology with characterized scenes of neighboring sightseeing, etc. Secondly, firefly season, in future firefly season can be held and ecological sightseeing activities can be planned for appreciation. In addition to leading visitors to get to know firefly and other unique flora and fauna of Luliaokeng, it can also cultivate the idea of ecological conservation; the activity can combine with future home stay facility, setting of riverside cafe, DIY experience activity, package tour, etc. On the basis of conclusions and suggestions drew from the research result, the paper is expected to serve as references for the cultural sightseeing development of Luliaokeng Hualong Community.