以社會設計促進馬祖永續觀光：量體轉向與合作學習的行動研究

Abstract

馬祖的觀光活動受到季節及氣候因素影響甚鉅，且規劃及行銷人才不足。不過，馬祖轉型過程中的經濟與人口結構問題，也使得大學有進入社區提供解決方案的契機。為達成SDGs-8和SDGs-14的目標，本研究選擇馬祖（南竿鄉）做為研究場域，師生與社區居民共同設計和推動馬祖永續觀光。本研究以2年的期程，在「創意行銷企劃實務」課程（博雅課程）中建立「產學社行動者網絡」，帶領跨科系學生與社區居民共同為馬祖旅遊淡季設計主題旅遊行程/活動，並分析比較經由量體轉向與合作學習對於學生關鍵能力之影響。本計畫的成果包括：（一）教學成果：本計畫產出11個主題旅遊行程/活動、9支微電影及1組APP遊戲。計畫團隊也在馬祖辦理1場教學實踐研究計畫成果展。同時，本計畫成果更獲得《馬祖日報》四則報導，提升計畫的社會影響力。（二）研究成果：本計畫共計產出2篇國際研討會論文及1篇國內研討會論文。（三）學生學習：本研究發現經過合作學習和島嶼體驗學習，有助於提升跨科系團隊成員的批判、溝通、創造及問題解決能力。課程中融入海洋永續利用理念及到馬祖進行體驗學習，藉由提升地方認同感，有助於促進大學生在記憶、理解和創造的學習目標，並從多元角度提出永續觀光的解決方案。

Tourism activities in Matsu are greatly affected by seasonal and climactic factors and there is a shortage of marketing and planning talent. Nevertheless, the economic and demographic problems during Matsu's transition also present an opportunity for universities to enter the community and provide solutions. In order to achieve the goals of SDGs-8 and SDGs-14, the Matsu Islands (Nangan Township) were chosen as the research sample for this study, and faculty and students worked together with community residents to design and promote Matsu as a sustainable tourism destination. This research project was carried out over a period of two years, aiming to establish the "Industry-Academia-Community Actor-Network" within the "Creative Marketing Planning Practice" course (Liberal Arts Curriculum) at the university. The goal is to lead interdisciplinary students and community residents in jointly designing themed travel itineraries/activities for off-season tourism in Matsu. The research also aims to analyze and compare the impact of the shift from traditional lecture-based teaching to cooperative learning on students' key competencies. Achievements of this project include: (1) Educational achievements: The project produced eleven thematic tour itineraries/activities, nine microfilms, and one mobile game. Project members also organized an achievement exhibition of MOE Teaching Practice Research Program in Matsu. The results of the project were featured in four articles in the Matsu Daily, increasing the project's social impact. (2) Research results: The project has produced two international and one domestic conference papers. (3) Student learning: this study found that collaborative learning and island-based experiential learning helped to enhance the critical, communication, creative and problem-solving competencies of interdisciplinary team members. The course incorporated the concept of sustainable use of the oceans and an experiential learning trip in Matsu. By enhancing the sense of local identity, it helps promote university students' learning objectives in memory, comprehension, and creativity. Additionally, it encourages them to propose sustainable tourism solutions from dynamic perspectives.