| Summary: | 碩士 === 國立屏東科技大學 === 客家文化產業研究所 === 96 === As the improvement of people’s living condition, the convenience of communications, and the prevalence of tourism and recreation, the Lui Dui Hakka area in Pingtung county is facing the crucial moment of industry transition nowadays. This study aims to explore the competitive advantages of the tourism and recreation industries at Lui Dui Hakka area in Pingtung county from the viewpoints of resource based theory. Literature review, both qualitative and quantitative research approaches are employed in this study.
The study areas are the eight Hakka townships in Pingtung county including Gaoshu, Changjhih, Linluo, Neipu, Jhutian, Wanluan, Sinpi, and Jiadung. Survey and in-depth interview were conducted in this study. The survey questionnaires were sent to a total of 529 respondents, including 53 industry operators, 396 tourists, and 80 local residents. In addition, a total of 16 people, including 11 government agents, 3 nonprofit organization representatives, and 2 scholars were interviewed by the researcher.
The findings of this study are as follows. In the environment aspect, the tourists, industry operators, and local residents agree that the “quality improvement” and “government efficiency” are considered the most important. In the resource aspect, Hakka delicacies, historic sites and culture, nice landscape, festival and celebration activities, and multicultural life styles attract people the most. Speaking of improvement, the characteristics of Hakka has not been established and molded, the originality of Hakka industry and marketing channel need to be enhanced, professionals and expertise of government agents should be integrated, and the insufficient travel information and infrastructure. Finally, issues of the increase and development of tourists, the promotion of tourists’ satisfaction and revisit, infrastructure, and government efficiency are suggested in this study.
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