墾丁國家公園管理處全球資訊網

111年度「墾丁國家公園社區生態旅遊發展推廣及監督管理計畫」(第二年)

摘要
關鍵詞：行銷、監測、社區生態旅遊、墾丁國家公園
壹、緣起
為接續107至109 年「墾丁國家公園社區生態旅遊產業維運管理及行銷拓展計畫」之三年研究成果，厚植墾丁國家公園社區生態旅遊經營能力，本(111)年度計畫的研究重點除了繼續110年社區營造、巡守監測、解說人員培訓、遊客導入及成效評估之工作外，將針對業者線上踩線團、eBird環境監測計畫、線上OTA平台合作遭遇問題及改善方式做更多著墨。並辦理「墾丁國家公園社區鳥類監測暨夥伴關係經驗交流座談會」，落實生態保育與公民科學。
貳、方法及過程
本委託勞務社區駐點陪伴及輔導，工作項目分三部分，第一為社區營造階段，包括11個社區營造規劃、解說及管理人力之培訓，以及建構跨社區整合平台。第二為社區生態旅遊行銷，包括單一遊程或套裝遊程規劃設計、社區生態旅遊包裝行銷。第三則為專案工作項目eBrid鳥類監測，協助社區鳥類種子進行監測，並將資料上傳至eBrid鳥類平台，最後於期末針對監測成果進行統計分析。
參、工作成果/摘要
1.1月開始執行至11月份與社區諮詢及營造共有56次，每月另行執行窗口會議已執行11次，計畫相關工作推動一共40次，每個月9個社區執行2次共鳥類監測相關工作209次。
2.至12月份已完成4次社區工作營運會議。
3.110年所實行的解說員進階認證制度，共有142位解說員取得解說員認證，54位新進人員、15位初階人員、48位取得陸級解說員、25位取得海級解說員。
4.辦理生態旅遊培力訓練課程，目前已開辦24堂為時64小時的課程。
5.協助社區推廣既有生態行程及研發新遊程產品，(1)共推出56個之社區單一遊程，與國家公園有約活動為20項25次。(2)開發戶外教學活動5項。 (3)大學社會責任實踐計畫USR計畫合作1項。透過跨組織進行遊程的合作開發，今年度屏東大學將在暑假期間和港口、水蛙窟兩個社區合作新遊程。
6.透過網路宣傳，1月份至11月份共有494,449人的觸及人數，報名活動人數560人次，回覆人數2386人，以履約標的完成10萬元廣告費用投入。
7.在網路平台方面，除各通路平台遊程價格及內容統一更新的工作外，另在臉書專頁的投入廣告費用，於(1)Klook Taiwan 客路旅行、(2)KKDAY網路平台、(3)島風行旅上架遊程。
8.已辦理22梯次公益參訪，644位人員參與，兒童青少年走入山林補助已有644位參與活動。
9.110年各社區生態旅遊統計至12月底的資料成果為到訪人次總計為35,555人次，營業額為已達1,092萬元。
肆、主要建議事項
建議一、社區邁向自主營運，落實生態旅遊永續經營管理的監督與檢核
立即可行建議：團隊針對生態旅遊巡守監測、旅遊服務及人員培力提出監督及檢核指標，並建議辦理社區觀摩及業師諮詢，以實體/線上諮詢或是實務工作坊的方式，診斷社區現前經營管理上的限制，提出有效改善策略，有效提升社區團隊的經營能量。
主辦機關：墾丁國家公園管理處
協辦機關：各生態旅遊社區
建議二、持續導入數位科技工具，訂定生態旅遊監督管理的作業程序
立即可行建議：團隊建議生態旅遊輔導計畫所建構的認證系統平台、生態旅遊資料旅遊效益、來客數、營業額、遊程滿意度的GOOGLE雲端表單，生態旅遊監測數位化資料，因應生態旅遊永續經營管理之監督需求，建構完善作業程序。
主辦機關：墾丁國家公園管理處
協辦機關：各生態旅遊社區
建議三、持續落實社區生態旅遊培力及公民科學，建構社區講師人力庫
立即可行建議：厚實生態旅遊社區的講師人力庫，並結合生態旅遊解說員進階認證，透過榮耀與收益，營造進階解說員人員的使命感，並作為社區重要種子，對社區生態旅遊整體解說員產生正向之影響。
主辦機關：墾丁國家公園管理處
協辦機關：各生態旅遊社區

計畫類別：[規劃]

英文摘要：Abstract
Keywords：Marketing, Monitoring, Community-based ecotourism, Kenting National Park
Introduction
To carry forward the capacity of community-based ecotourism management and maintain the rich outcome generated from the three-year project (2018 to 2020), Communities Ecotourism Management and Marketing Development of Kenting National Park, we’ve made a great effort in 2022 to come up with solutions to problems occurring from online trial tours for our business partners, e-Bird environmental monitoring project and online travel agent platforms. Additionally, we continue developing the communities, implementing environmental protection patrols and monitoring, organizing eco-tour guides training, increasing the visitor numbers and conducting work evaluations as we did in 2021. Also, Kenting National Park Birds Monitoring workshop was held for community monitoring guides and bird experts to share conservation outcomes and to conduct citizen science.
Methods and Procedures
The methods involve community companionship and assistance in three stages. The first stage is community empowerment. It includes 11 community development plannings, eco-tour guides, and personnel training and all-in-one community platform building. The second stage is to promote community-based ecotourism by preparing single or multiple activities, and to work on the marketing for eco-tour packages. The third stage is to assist the communities to complete birds and seeds monitoring, and to upload the data to eBird platform. At the end this helps to carry out the analysis according to the monitoring data.
Outcome and Summary
1. There were 56 community consultation sessions and workshops held from January to November, on top of which extra 11 community assistants’ meetings were held monthly. Project-related works were executed 40 times. Every month the nine communities collaborated on bird-monitoring 2 times. There were 209 bird-monitoring sessions completed.
2. Until December, four community meetings were held.
3. In the 2021 Advanced Certificate Program for eco-tour guides, 142 members were certified. 54 new members have joined, 15 members became beginner guides, 48 members got certified as land-based eco-tour guides and 25 members got certified as ocean-based eco-tour guides.
4. There were 24 sessions in the eco-tour training program completed in total 64 hours.
5. We assisted the communities to promote eco-tours and develop new tour packages. The following is the outcome. First, we launched 56 single-community-based tours, 20 of which were related to Kenting National Park events. Second, we developed five activities for school’s field trips. Third, we completed one University Social Responsibility Project. Through cross-organizational collaboration, new tour packages were developed. This year (2022), two communities, Gangkou and Shuiwaku, developed two new tour packages in collaboration with Pingtung University.
6. We have been promoting community-based eco tours on Facebook and YouTube which were viewed by 194,449 people. 560 people signed up for the tours and 2386 people responded to the posts or videos. The advertising cost was around NT$100,000, which fulfilled the contract.
7. As for online platforms, we’ve also updated the prices and package contents. In addition, placed advertisement on Klook Taiwan, KKDAY and Wind Travel.
8. There were 22 charity-oriented tours organized by Lishan Eco company and 644 people participated. Subsidies were given to 644 children and teenagers to support them to participate in events held in the forest or mountain areas.
9. In 2021, statistics show that 35,555 visitors participated in the eco-tours and the revenue reached NT$ 10.92 million.
Main suggestions
Suggestion 1: Enhance community self-management skills and supervise eco-tour sustainability management
Viable suggestion: Our team will supervise and evaluate the outcome from eco-tour environmental patrols and monitoring, tour services and personnel training. We also suggest conducting observation events among communities and inviting eco-tourism professionals as consultants to analyze the current management issues that the community faces and provide solutions to optimize the operation. This can be carried out as online consultations or hands-on workshops.
Organizer: Kenting National Park
Co-organizer: Each eco-tour community
Suggestion 2: Implement a system to supervise procedures for eco-tour management
Viable suggestion: Our team suggests digitalizing the data from the accreditation platform constructed through eco-tour mentoring program, and the data generated from eco-tours such as the visitor numbers, revenue, and the satisfaction rate from google forms. In this way, the supervision data to support sustainable tourism could be complete and well-arranged.
Organizer: Kenting National Park
Co-organizer: Each eco-tour community
Suggestion 3: Continue the training for eco-tour personnel and practice citizen science, as well as build up a network of community lecturers
Viable suggestion: With a solid network of community lecturers and accreditation systems for eco-tour guides, the guides will have sufficient mental and financial support to move forward to become advanced guides. They are the ones to inspire and to create positive influence in the eco-tour communities.
Organizer: Kenting National Park
Co-organizer: Each eco-tour community

辦理單位：里山生態有限公司

計畫屬性：本處委託辦理

執行年度：111

計畫主持人：林志遠

中文關鍵字：行銷、監測、社區生態旅遊、墾丁國家公園

英文關鍵字：Marketing, Monitoring, Community-based ecotourism, Kenting National Park