基隆發展旅遊之策略分析—以郵輪旅遊為例

隨著觀光成為各國競逐的重要產業、陸客來台觀光人次屢創新高，加上三基隆近年已漸轉型成為國際郵輪重要港埠，如何發展觀光已成為基隆市政府的重要課題。儘管基隆市為一港灣都市，但發展腹地狹小，加上基隆港之機能轉變，市府在努力轉型為休閒觀光港都的過程中面臨了許多的問題。基於思考基隆觀光發展旅遊產業的動機，本研究擬從基隆發展觀光旅遊的策略分析中，思考發展郵輪旅遊對於基隆發展旅遊的利基。鑑於現階段基隆郵輪觀光的效益仍屬有限，本文分別從基隆整體觀光旅遊的SWOT分析、台灣郵輪產業的發展分析、以及因應陸客來台郵輪旅遊的策略分析等面向，分別從「行政法制面」、「週邊設施面」、「行銷規劃面」提出基隆發展郵輪旅遊的相關研究建議，以作為基隆發展旅遊的策略分析結論。

關鍵字

基隆觀光；郵輪旅遊；策略分析

並列摘要

As tourism has become an important industrial countries contested, mainland tourists to Taiwan for sightseeing trips highs, plus three Keelung in recent years has gradually transformed into an international cruise major ports, how to develop tourism has become an important issue Keelung City Government. Although a harbor city of Keelung, but the development of the hinterland of small, plus Keelung change the function, the city trying to transition to the process of leisure Harbor faced many problems. Reflections on motivation Keelung tourism development of the tourism industry, this study is to analyze from Keelung tourism development strategy, the development of cruise tourism Consideration for Keelung tourism development niche. Given the stage Keelung cruise tourism benefits is still limited, the paper Keelung overall tourism SWOT analysis, respectively, analysis of the development of Taiwan's cruise industry, as well as in response to mainland tourists to Taiwan cruise tourism policy analysis for, respectively, from the "Administrative Legal face "" peripheral surface facilities, "" marketing plan noodles "make relevant research proposals Keelung development of cruise tourism, as tourism development strategy analysis Keelung conclusion.