商圈營造對地方發展之影響--以內灣為例

Abstract

臺灣大學建築與城鄉研究所碩士論文 中華民國九十四年一月 商圈營造對地方發展之影響—以內灣為例 游千慧 摘 要 舊市區再發展為台灣地區現階段都市發展的重要課題。針對傳統商街的活化再生，經濟部商業司自民國84起開始推動一系列商圈環境改善計畫，包括「塑造形象商圈計畫」、「商店街開發推動計畫」及「商業環境視覺設計計畫」三個執行面，其執行績效如何頗值得評估。本研究以內灣形象商圈為個案，針對形象商圈輔導計畫之成效深入探討，以瞭解形象商圈輔導計畫對地方發展之影響。 本研究透過實地訪察與資料統計，分析內灣形象商圈營造過程的商圈環境變動以及遊憩成長變動，配合遊客問卷與店家問卷，分析遊客與店家對於內灣形象商圈輔導計畫的評價。最後分由產業面、社會面、環境面與行銷面，分析內灣形象商圈輔導計畫對地方發展的影響，進而對未來之發展策略提出建議。 研究結果顯示，內灣形象商圈經過輔導營造，商圈組織成立前後表現確有顯著差異。而商圈營造對地方發展之影響可歸納為以下幾點： (一) 形象商圈輔導計畫投入內灣地區的效益顯著地擴及地區整體發展； (二) 鄉街型形象商圈之營造與觀光遊憩之發展具有相互影響關係； (三) 商圈營造的成功關鍵要素在於地方特色之塑造與節慶行銷手法。 最後，本研究建議內灣形象商圈的未來努力方向如下：結合附近之地方生態資源與人文特色，朝向生態旅遊之方向永續經營；對於內灣遊客數量實施總量管制，以維持遊憩品質；正視內灣商圈過度商業化導致失去地方特色之問題，以市場區隔找到內灣商圈之定位。 關鍵字：商圈營造、地方發展、觀光遊憩、內灣。

Evaluation of Local Development Effects Induced by Commercial Area Development: A Case Study of Nei-Wan Yu, Chein-Hui Master’s Thesis of Graduate Institute of Building and Planning, National Taiwan University ABSTRACT The regeneration of old city center has been an important area of urban development nowadays in Taiwan. In order to regenerate traditional commercial areas, the Department of Commerce has promoted a series of plans since 1995, including 'Project of molding the image bazaar,' 'Project of developing the shopping streets,' and “Business environment visual design', their results need to be evaluated. This research takes Nei-Wan as an example to investigate the effects of implemented projects which renewed and reconstructed the commercial areas. This research analyzes the changes of Nei-Wan’s commercial environment and the growth in tourists through field visiting and secondary data. By means of questionnaires, the research investigates the evaluations from the tourists and retailers of Nei-Wan commercial area in four aspects, i.e. industry, society, environment and the local marketing. The result of this study shows that the commercial area regeneration project in Nei-Wan has resulted significant economic impacts. And the conclusions of the research are as follows: (1) The commercial area renewal plan upgraded the whole Nei-Wan area development. (2) The commercial environment has the interaction effect with sightseeing development. (3) Local characteristic forming and marketing would be the most important factors of the local development. Finally, this research suggests that Nei-Wan commercial area combine local ecological resources and cultural characteristics and ensure the sustainability of the ecotourism. In order to maintain the recreation quality, this area should control the number of tourists. Besides, this area should adopt a strategy of marketing segmentation to differentiate itself from other commercial areas. Keywords: Commercial Area Development, Local Development, Tourism and Recreation, Nei-Wan.