酒文化旅遊發展的問題與建議：四川瀘州老窖為例

The Problems and Policies for Wine Culture Tourism: An Empirical Study of Luzhoulaojiao, Sichuan

顏財發(Tsai-Fa Yen)

酒文化旅遊 ； 瀘州老窖 ； 旅遊景點 ； Wine culture tourism ； Luzhoulaojiao ； Tourist sites

島嶼觀光研究

13卷2期（2020 / 12 / 01）

27 - 49

繁體中文

本文主旨為探討瀘州在發展酒文化旅遊會面臨的問題與對策，透過訪談瀘州老窖景區廠家代表與居民，釐清酒文化旅遊發展的問題。研究發現，在交通與住宿方面負面評價較多，旅遊景點正面評價較多，餐飲、娛樂以及購物的評價相對缺乏。其次，在酒文化旅遊對瀘州的影響方面，可概括為基礎設施、就業機會、物價以及生活質量等四構面。最後，受訪者對酒文化旅遊的涉入認知不高。據此，本研究提出政府部門應強化政策宣傳效率等對策與建議，供政府、旅遊企業與後續研究參考。

This study aims at investigating the problems and policies for the development of wine culture tourism at Luzhou. In order to verifying the mentality of the development of wine culture tourism, data was collected by interviewing the representations of firms and residents nearby the tourist site of Luzhoulaojiao. Findings show that negative comments could be met in traffic and lodging sectors, but positive comments could be found within tourist sites while a lack of comment for food and beverage, entertainment and shopping sectors were performed. Furthermore, infrastructure, job opportunities, prices, and quality of life were four dimensions of the impacts of wine culture tourism on Luzhou. And the involvement to wine cultural tourism for respondents were not high. Therefore, such as the efficiency of policy promotion by the government was suggested by the study. Similarity, some more policies and suggestions were drawn to the tea firms and further studies.

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