以社群經營推廣國際觀光：以澎湖為例

Abstract

觀光是許多國家經濟發展的重要動力，可說是一個國家最珍貴的資源，國民所得高的歐洲國家，無不以觀光資源著稱，並以觀光為國家的重要收入來源。澎湖是我國具有無污染的山水美景，非常適宜發展國際觀光。然而雖經政府多年的努力， E6��湖推廣國際觀光多年但效果仍然有限。本研究的目的，即是從社群發展的方向，研究如何拓展澎湖的國際觀光知名度與便利性，使澎湖得以發展成為普吉島、巴里島、關島、琉球、夏威夷、帛琉、馬爾地夫及蘇美島等國際知名的太平洋觀光島嶼。 本研究提出澎湖旅遊社群的經營構想，希望透過社群的發展，使澎湖的國際形象可隨此社群的發展而不斷強化且擴大，更提出藉由我國留學的國際學生為基礎，逐步建立澎湖國際觀光興趣團體社群的作法，以藉這些國際學生與其母國之間的密切溝�□ �管道，擴大澎湖的國際知名度。本研究即是藉由參與式觀察，實地觀察在透過社群發展推動澎湖國際觀光的過程中，社群發展的機制與溝通特性，並以問卷驗證實際效果，以了解藉由社群發展拓展國際觀光的機制與可行性。(

In many countries tourism is an important source of economic development. It is said to be one of the most valuable resources. Many European countries are known for their beautiful sceneries and also tourism resources. For them, national tourism is one of the important sources of revenue. Penghu is a clean area with beautiful landscapes, very suitable for the development of international tourism. Unfortunately, despite of years of efforts by the Taiwanese Government to promote PengHu as an international tourism spot, the results are still very limited. The purpose of this study is to show how community development can affect and improve the tourism in PengHu. The study proposes that Penghu could become the next Phuket, Bali, Guam, Okinawa, Hawaii, Palau, the Maldives and Samui and other internationally renowned tourist islands of the Pacific. This study of Penghu tourism business is to see whether or not community vision can help improve the tourism industry. This study proposes that via community development, the international image of Penghu will continue to strengthen and expand will make more possible by international students studying here in Taiwan. Due to the gradual establishment of Penghu international tourism and also due to the growing interest in Penghu, the use of Community groups to create a link between international students and their countries and other areas may assist in the expansion of Penghu’s international reputation. By creating this study through field observation in Penghu, community development has jumped the process of international tourism, community development of mechanisms and communication features. The questionnaires verifify the actual results, which will help us create an understanding with the Community Development to upgrade Penghu’s tourism industry and her image.