日本版DMO對觀光管理的促進作用之研究 —以雪國觀光圈、八岳觀光圈為例

Abstract

日本政府一直都非常重視外國觀光客對日本經濟的拉動作用，並且在日本觀光地上作出了非常多的實踐，並推動了一系列的地方創生政策。在這些政策推動觀光地進行了一定的建設之後，產生經濟效益的同時，也出現了包括觀光客需求變化、產業無法配合等問題，將矛頭指向觀光地的管理機構，即由於行政人員每隔2～3年面臨一次調動，使其無法在一個地方進行長久的項目這一問題。日本政府看到這樣的缺陷，在日本各個觀光地導入DMO組織，希望通過該組織的帶動，促進觀光地管理、行銷模式的發展。\n本研究以雪國觀光圈、八岳觀光圈為案例，通過分析在DMO組織在區域內成立之後的專項能力、合作能力、事業協調能力，以及當地行政、觀光產業相關人員及居民對該組織對認同感，探討組織建立之後對該地區觀光產業發展的影響，並探討該組織在中國運用的可能性。\n本研究通過統計發現，在DMO組織成立之後，雪國觀光圈的外國觀光客訪問人數急速增長，且住宿人數飆升，八岳觀光圈的再訪次數及再訪意欲達到了全國觀光圈的第一名，居民滿意度也處於全國觀光圈的上位圈。兩個觀光圈均達成了預設目標，且與區域內各個觀光產業間形成了和諧合作關係，彌補了原先行政主導的觀光管理模式的缺陷，並促進了日本國民對地方創生的理解。此外，目前中國在鄉村振興的發展中，也面臨管理不足的問題，因此DMO的管理模式是否能夠結合中國國情運用於觀光地建設，也值得期待。

The Japanese government has always attached great importance to the role of foreign tourists in boosting the Japanese economy, and has made a lot of practice in destinations, which has promoted the town development. But there also have some problems while these policies generating economic benefits, such as the changes in tourist demand and the cooperation of the tourism industry. 2~3 years’transfer of administration staff prevented it from carrying out long-term projects in one place. Seeing such shortcomings, the Japanese government introduced DMO organizations in Japan, hoping to promote the development of tourist destination management and marketing models through the organization.\nThis study takes SNOW-COUNTRY, Yatsugatake area as examples, analyzes the special capabilities, cooperation capabilities and business capabilities, the assurance of the local administrative,tourism Industry-related and residents after the establishment of the DMO organization in the region,and to explore the possibility of the organization`s use in China.\nThrough the establishment of DMO, the research found as the case of SNOW-COUNTRY,the number of foreign tourists and the accommodation has increased rapidly. As the case of Yatsugatake area, it has got a first in the revisit rate, the intention of revisit and the resident satisfaction, in the national tourism zone.\nBoth the destination has reached the preset target, and build up positive relationships between industry, made up for the shortcomings of the original administration-led model, promoted understanding of local creation. In addition, China is currently facing the problem of management in Town Development. It is worth looking forward to whether the DMO management model can be used in the construction of Town Development with China`s national conditions.