墾丁國家公園管理處全球資訊網

110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」(第一年)

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(110)年度計畫的研究
重點除了繼續109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，將針對解說服務品質提升、新路線開發、行銷推廣方式多樣化、環境監測計畫
及社區生態旅遊經營模式做更多著墨。
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97次，每月另行執行窗口會議已執行9
次，其中因疫情關係進行線上窗口會議2次，計畫相關工作推動一共44次，每個月9
個社區執行2次共鳥類監測相關工作216次。
2.至12月份已完成4次社區工作營運會議，5月後因疫情因素改以線上發布及討論。
3.110年所實行的解說員進階認證制度，共有104位解說員取得解說員認證，12位新進
人員、27位初階人員、66位取得陸級解說員、11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47堂為時120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20個之社區單一遊程26次，
跨社區套裝遊程6次，與國家公園有約活動為18項21次。(2)開發戶外教學活動4項，
110 年墾丁國家公園社區生態旅遊發展推廣及監督管理計畫(第一年)
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線上旅遊活動2項。(3)大學社會責任實踐計畫USR計畫合作1項。(4)辦理6梯次之公
益參訪，共147位人員參與。
6.透過臉書、YouTube分享進行社區生態旅遊遊程推廣，年度文章累計次數已達335篇
文章，共有109,867人的觸及人數，報名活動人數743人次，投入廣告費用3萬元整。
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。
8.110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30,745人次，營業
額為已達814萬元。
肆、主要建議事項
建議一、加強社區團隊自主經營能力
立即可行建議：邀請相關領域的專業師資，作為生態旅遊管理上的顧問群，以線
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、為解決市場合作問題，針對社區遊程成本價格進行調整
立即可行建議：團隊建議於生態旅遊永續方案審查中，以秘密客之形式，審查遊
程是否符合生態旅遊規範時，並將遊程價格合理性列入評分中，提供審查意見供
社區參考及改善。
主辦機關：墾丁國家公園管理處
協辦機關：屏東縣墾丁生態旅遊聯合發展協會，各生態旅遊社區
建議三、解說員進階認證制度與增能培訓
立即可行建議：建議未來辦理增能培訓課程時，安排旅遊同業人員、客群分析與
服務設計等課程學習，提升生態旅遊服務能量，以利遊程持續營運。
摘要
XI
主辦機關：墾丁國家公園管理處
協辦機關：各生態旅遊社區
建議四、數位科技工具導入，提升生態旅遊的工作效能
立即可行建議：團隊建議持續導入科技工作於生態旅遊的行政工作推動，輔導社
區學習數位科技工作，培力社區成為高效、科技化的工作團隊。
主辦機關：墾丁國家公園管理處
協辦機關：屏東縣墾丁生態旅遊聯合發展協會，各生態旅遊社區
建議五、藉由eBird環境監測，落實社區環境監測及公民科學之實踐
立即可行建議：團隊建議持續輔導社區種子學習eBird APP，藉由數位科技工作
之應用，並由駐點專家指導社區進行專題討論，探討監測鳥類的動態變化與環境
之間的相互影響。
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
Keyword：Marketing, Monitoring, Community-based ecotourism, Kenting National
Park
Introduction
To maintain the rich outcome generated from the three-year project, (2018 to 2020) -
“Communities Ecotourism Management and Marketing Development of Kenting National
Park “and carry forward the capacity of community-based ecotourism management, we’ve
made a great effort in 2021 to improve service quality, develop new tour package, diversify
marketing strategies, implement environmental monitoring program and transform business
model. Additionally, we continue developing the communities, implementing environment
protection patrol and monitoring, organizing eco-tour guides training, increasing the visitor
numbers and conducting work evaluations as we did in 2020.
Methods and Procedures
The methods involve community companionship and assistance. There are three stages.
First stage is the community empowerment. It includes community development planning,
eco-tour guides and personnel training. Second stage is to promote community-based
ecotourism by preparing a single or multiple activities and to work on the marketing for ecotour package. The third stage is to assist the communities to complete birds and seeds
monitoring and upload the data to eBird platform and at the end help to carry out the analysis
according to the monitoring data.
Outcome and Summary
1. There were 97 community consultation sessions and workshops held from January
to November, on top of which extra 9 community assistants’ meetings were held
monthly. There were two of the meetings held online due to the pandemic. Projectrelated work were executed 44 times. Every month the nine communities
collaborated on bird monitoring program. There were 216 times of bird monitoring
completed in 2021.
110 年墾丁國家公園社區生態旅遊發展推廣及監督管理計畫(第一年)
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2. Until December, four community meetings were held. Online discussion and
announcement were used as means of communication to replace the meetings after
May due to the pandemic.
3. In the 2021 Advanced Certificate Program for eco-tour guides, 104 members were
certified. There were 12 new members joining on board, 27 members becoming
beginner guides, 66 members certified as land-based eco-tour guides and 11 members
certified as ocean-based eco-tour guides.
4. There were 47 sessions in the eco-tour training program completed in total 120 hours.
5. We assisted the communities to promote eco-tours and develop new tour packages.
The followings are the outcome. First, we launched 21 single-community-based tours
for 26 times, multi-community-based tours for 6 times and 18 national park activities
for 21 times. Second, we developed four activities for school’s field trips and two
online tour events. Third, we completed one University Social Responsibility Project.
Fourth, there were 6 charity-oriented tours organized by Lishan Eco company and
147 people participated in the tour.
6. We have been promoting community-based eco tour on Facebook and YouTube
which viewed by 109,867 people and 597 people signing up for the tour. The amount
of articles posted on these platforms in 2021 are 335. The advertisement cost was
around NT$30,000.
7. As for online platforms, we’ve also updated the prices and package contents. In
addition, we’ve spent budget placing advertisement on Klook Taiwan, KKDAY and
Wind Travel.
8. In 2021, statistics show that 27,277 visitors went on the eco-tour and the revenue
reached NT$6.95 million.
Main suggestions
Suggestion 1. Enhance community self-management skills
Viable suggestion: Invite eco-tourism professionals as a consulting team to analyze the
current management issue that community faces and provide solutions to optimize the
operation. This can be carried out in the way of online consultations or hands-on
workshops.
Abstract
XV
Organizer: Kenting National Park
Co-organizer: Each eco tour community
Suggestion 2. Make price adjustment to fit the market
Viable suggestion: Our team suggests that mystery shoppers be invited to experience
the tour and evaluate if the tour is conducted according to the eco tour principles and
give feedback on the price. The information provided by mystery shoppers can be used
as references for future improvement.
Organizer: Kenting National Park
Co-organizer: Pingtung County Eco Tourism committee and every eco tour community
Suggestion 3. Advanced certificate program for eco-tour guide and skill trainings
Viable suggestion: We suggest organizing trainings featuring target customers analysis,
service design and invite tour operators to part take in the session in the future.
Organizer: Kenting National Park
Co-organizer: Each eco tour community
Suggestion 4. Introduce technology tools to improve work efficiency
Viable suggestion: Our team believes the introduction of technology tools will assist
the community to be more technology-friendly and, thus, transform them into a high
performing team.
Organizer: Kenting National Park
Co-organizer: Pingtung County Eco Tourism committee and every eco tour community
Suggestion 5. Through eBird environmental monitoring, communities could conduct
monitoring program and citizen science.
Viable suggestion: We suggest the community members keep learning about the use of
eBird APP. Through the application of technology and the participation of resident
110 年墾丁國家公園社區生態旅遊發展推廣及監督管理計畫(第一年)
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experts, communities could discuss and have a better understanding of the correlation
between the bird monitoring and the environment.
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：110

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