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COVID-19 影響奥地利鄉村旅遊行銷策略與對策的目的地管理

為了解決urban dictionary ski的問題，作者施美雅 這樣論述：

Rural tourism is the most important form of tourism in Austria. In the past years, the tourism industry had been growing and an increasing number of tourists have already visited fa- mous places and wish to discover alternative destinations that are less frequented by other travelers. As a growing

number of people live in urban regions, many tourists want to expe- rience a change of scenery when they travel and are therefore attracted to rural areas to spend their vacation there. In 2020, the COVID-19 crisis has caused a collapse of the pre- viously flourishing tourism industry. Travel restri

ctions, nationwide lockdowns and constant uncertainty have challenged tourism businesses and destinations during the pandemic. When businesses had to stop their operations, managers were required to apply crisis man- agement techniques and to show resilience that they had built in the pre-crisis sta

ge.The aim of this study is to identify how the COVID-19 pandemic has affected rural tourism in Austria and how tourism businesses can build resilience for times of crisis. Furthermore, this research intends to detect opportunities for tourism destinations in rural regions of Aus- tria that have res

ulted from the crisis. Finally, the objective of this paper is to derive strate- gies for destination management organizations to overcome the crisis and to be prepared for tourism in the post COVID-19 era.The empirical part of this study has been conducted as semi-structured expert interviews. A to

tal of nine in-depth interviews were conducted. Five of them were held with represent- atives of innovative tourism businesses that operate in rural regions of Austria, and four were conducted with experts from rural destination management organizations.The findings of this study demonstrate that th

e major impacts of COVID-19 on rural tourism in Austria were a loss in revenue due to a pause of business operations during the lock- downs, and a change in the guest structure from international tourists to domestic tourists. The tourism businesses have built resilience by making sure to keep emplo

yees motivated, even though the businesses were temporally closed. Moreover, some tourism businesses have learnt from past crises and could apply their gained knowledge in the management of the current pandemic. A diversification of income streams helped companies financially, as they were not depen

dent on one single source of income. Finally, a good relationship to customers increases customer loyalty and encourages the visitors’ will to support a busi- ness in times of crisis.Further outcomes show that rural tourism in Austria is expected to grow in popularity and that there is likely to be

a lack of employees in tourism after the COVID-19 pandemic. In- dustry experts perceive that tourists have an increased desire to be outdoors and to spend time in nature. Travelers have shown augmented appreciation for the feeling of freedom and the personal space provided by rural regions. This cau

sed a shift in their priorities and a change in the consumer behavior. For many tourists, high quality, regionality and safety now play a more important role than the price of the holiday. Hence, rural tourism destina- tions need to focus on growth in terms of quality rather than a growth in terms o

f quantity. This is reconfirmed by the fact that tourists demand more personal space for themselves and their families and tend to avoid sharing common spaces with other guests for safety reasons. Additionally, sustainability plays in increasingly important role, as tourists are be- coming more awar

e of the impact of their behavior. Tourism development needs to focus on sustainable growth that mitigates a negative impact on the environment, the local com- munity, the cultural heritage, and the natural environment. In order to achieve this, all stake- holders need to be included in tourism plan

ning and work on a common goal. As rural tour- ism in Austria is expected to have a prosperous future, it is crucial to implement visitor flow management techniques to reduce negative consequences of overtourism.The COVID-19 crisis brings several opportunities for rural tourism in Austria. As there

is a rising work-from-home trend, destinations may create business and leisure offers that fulfill the needs of people who need to work when they travel. Health has become a center of attention and many tourists take care of their health by eating healthy, doing sports, and spending time in nature.

Especially health and wellness offers in natural surroundings may attract visitors in the post COVID-19 era. Camping and glamping are trending forms of tour- ism as they combine personal space with the feeling of being outdoors and in nature. More- over, offering regional food experiences where tour

ists get to know local producers and consume regionally produced meals responds to several trends and desires of tourists. Fi- nally, smart specialization by focusing on a specific niche and serving the needs of a very specific target group is aligned with the objective of qualitative growth and shi

fting away from mass tourism.

自然旅遊目的地復原力指標之研究

為了解決urban dictionary ski的問題，作者劉昭寧 這樣論述：

本研究旨在建立並測試自然旅遊目的地之復原力指標，研究目標包含：（1）發展一套可於「觀光公害」與「觀光疲弱」地區衡量目的地復原力之指標；（2）探析影響自然旅遊目的地復原力之關鍵構面；（3）建構旅遊目的地之復原力模型；以及（4）驗證所發展之復原力指標。為達成上述目標，本研究利用混合式研究法，首先，針對復原力相關文獻進行廣泛之回顧，且透過德爾菲法發展復原力指標，並於確定影響旅遊目的地復原力之構面與項目後，進行量化分析。本研究以加利福尼亞州大蘇爾地區為研究場域，樣本來自Amazon Mechanical Turk線上問卷，最後透過偏最小平方法結構方程模型進行分析，以期驗證相關模型。本研究是第一個在「

觀光公害」與「觀光疲弱」的背景下，進行旅遊目的地復原力之研究，因此，對觀光領域在新冠肺炎疫情後之理論建構，具有一定程度之貢獻。此外，本研究之結果提出五個復原力構面及組成各個構面之指標，並發現由於「觀光公害」與「觀光疲弱」的循環，會破壞在地居民生活品質及遊客體驗品質，因此瞭解旅遊目的地在這兩種現象下影響其復原力之因素為何，對觀光政策制定及管理是重要的。本研究建構兩組復原力模型：模型A（SMA）及模型B（SMB），其中模型A確認復原力五大面向：經濟、環境、社會、政府、個人會影響旅遊目的地之復原力；而模型B（SMB）則驗證了「觀光公害」與「觀光疲弱」對旅遊目的地之復原力具有干擾作用。再者，模型A（S

MA）證實政府、環境與個人構面對目的地復原力具有正向顯著的影響，而社會構面相較之下影響較弱，但仍然顯著；與此相反，經濟構面對復原力的影響是不顯著的。本研究認為社會構面之影響較弱，是受到疫情影響，實施社交聚會的限制，人與人之間面對面互動減少，導致社區成員的社會資本受到破壞。另一方面，經濟構面對復原力不具有顯著影響，與過去兩年，觀光和旅館業長期受到觀光疲弱所致，也與疫情對全球經濟以及居民生活產生不利影響，導致全球經濟萎縮和世界大部分地區經濟衰退有關。綜上所述，本研究結果顯示五個構面中只有環境、社會、政府、個人等四個構面對加利福尼亞州大蘇爾地區之復原力的具有顯著影響。此外，結構方程市模型B（SMB）

顯示，「觀光公害」與「觀光疲弱」皆對復原力有負面影響，減少目的地之復原力。跟據上述結果，雖然新冠肺炎所造成的觀光疲弱在經濟構面對目的地復原力不具有顯著影響，然而，對於旅遊策劃者或管理者來說，監控所有指標，從而保持「觀光公害」與「觀光疲弱」地區之復原力並制定策略以確保所有指標都在水準之上是非常重要的。