「社區參與」促進觀光巴士與在地文化連結之研究－以「臺北市雙層觀光巴士」為例

Abstract

「臺北市雙層觀光巴士」是一項執政者的觀光新政策，目的是為了營造易遊環境暨再造臺北品牌促進觀光效益，但發現自2017年1月正式啟航後，兩年餘來之現況為營運不彰，相關資料探究其未達預期效益之原因多以商業行銷面向檢討交通路線與票價，卻甚少以觀光客的凝視角度切入，從在地社區參與，探討人文社會面向如何促進「臺北市雙層觀光巴士」之觀光效益。因此，本研究以地方社區參與的在地文化呈現角度切入，探討如何促進「臺北市雙層觀光巴士」政策的觀光效益。研究方法採用半結構式質性訪談法，訪談對象取樣「臺北市雙層觀光巴士」之相關營運關鍵人物以及社區參與者，研究工具為相關關鍵人物訪談錄音與國外相關雙層觀光巴士文獻之蒐集，運用訪談資料分析，以觀光客的凝視為理論基礎，探討雙層觀光巴士如何與社區參與的在地文化連結，設計一套觀光巴士營運策略的可行性。本研究目的是以社區參與的觀點，使「臺北市雙層觀光巴士」能提昇觀光客與在地居民對臺北市特色文化之認同感，以及改善雙層觀光巴士營運不彰的觀光效益，進而營造易遊環境暨再造臺北品牌促進觀光效益，以供「臺北市雙層觀光巴士」營運業者、臺北市政府相關單位與社區營造相關單位之參考。

Taipei Sightseeing Bus is one of new tourism promotion strategies of the ruling party since January 2017. The purpose is to create an easy-to-tour environment and rebuild the Taipei brand to promote tourism. However, the gap between its goal and performance has been criticized as well. The gap, from our view, is on its cultural context of routes, rather than its transportation routes and fares. That is, the gaze of tourists. To catch tourists’ gaze, the participation of local communities is crucial. Therefore, this research takes the perspective of local cultural presentation with the participation of local communities to explore how to promote the tourism benefits of the "Taipei Sightseeing Bus" policy. The research method adopts a semi-structured qualitative interview method. The interviewees sample the relevant key figures in the operation of the "Taipei Sightseeing Bus" and community participants. Analysis mainly focuses on how Taipei sightseeing buses connect with the local culture of community and recruit local participation. Findings of this research is based upon the perspective of community participation to highlight the enhancement of the identity of tourists and local residents with the characteristic culture of Taipei. We suggest that create an easy-to-travel environment connected with culture of local community helps to promote tourism benefits.