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歷史制度論觀點的墨西哥農村再生與觀光：「魔幻農村計畫」
A Historical Institutionalism Perspective on Rural Regeneration and Tourism in Mexico: “Pueblos Mágicos”
徐胤承 (Yin-Cheng Hsu) 楊名豪 (Ming-Hao Yang)
64卷2期(2025/06/30)

本文擬以「歷史制度論」嘗試回答以下的研究課題：「墨西哥的觀光導向農村再生模式為何形成？其中又有何特殊之處？」繼則闡述：就行動者來說，由於該國政府在歷史進程上長期以國家之力主導旅遊業，並爭取全方位地提升旅遊吸引力，包括從無到有，打造類似阿卡普爾科（西班牙文：Acapulco）與坎昆（西班牙文：Cancún）經驗的新興城市，故能在全球觀光體系內，扮演著旅遊舞臺的鋪設者角色，進而廣受世人矚目，無形之中致使所謂「路徑依賴」（path dependence）於焉產生。嗣再迎來接受新自由主義（neoliberalism）思潮洗禮以降的結構改變，使該國雖賡續仰賴以旅遊充做解決城鄉差距問題的攻略手段，但嘗試依循去中心化治理模式，進一步形成新的觀光政策。此後該國農村功能逐漸朝向多樣化演化，除不再單純具生產糧食作用外，反倒將重點置放於提供北美國家的入境觀光平臺，而且持續維持後者穩定成長的動機，甚至大於針對前者的需求。最後，歷經國家主導旅遊產業發展，以及新自由主義去中心化觀光政策磨合的墨西哥，造就了獨樹一格的「魔幻農村計畫」（西班牙文：pueblosmágicos），可謂其來有自。

This paper employs a historical institutionalism framework to address the research question: What accounts for the formation of Mexico’s tourismoriented rural revitalization model, and what are its distinctive features? It then seeks to elucidate the following points: the Mexican government has historically taken a state-led approach to tourism development, striving to enhance the country’s appeal as a global destination in a comprehensive manner. This has included the creation of entirely new cities, such as Acapulco and Cancún, as flagship examples of successful tourist hubs. By fulfilling the role of stage-setter within the global tourism system, Mexico has garnered significant international attention, inadvertently fostering a form of “path dependence.” Subsequent to the advent of neoliberalism, the country continued to rely on tourism as a strategic tool to address urban-rural disparities. However, it also began experimenting with decentralized governance models, gradually shaping a new approach to tourism policy. Over time, rural areas in Mexico evolved toward functional diversification, transitioning from a focus solely on food production to prioritizing their role as platforms for inbound tourism, particularly for visitors from North America. Ultimately, the interplay between the state-led development of the tourism industry and the adoption of neoliberal, decentralized policies gave rise to Mexico’s unique “Pueblos Mágicos” program.

 

歷史制度論 觀光政策 墨西哥 農村再生 地方創生 Historical Institutionalism Tourism Policy Mexico Rural Rejuvenation Regional Revitalization

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