以古蹟旅遊品質觀點探討旅遊發展與文化觀光關係之研究：以臺南市安平區為例

THE STUDY ON THE RELATIONSHIP BETWEEN TOURISM DEVELOPMENT AND CULTURAL TOURISM FROM THE PERSPECTIVE OF HISTORIC SITE TOURISM QUALITY: TAKING ANPING DISTRICT OF TAINAN CITY AS AN EXAMPLE

陳啟明(Chi-Ming Chen)

《品質學報》 28卷2期 (2021/04) Pp. 111-130

https://doi.org/10.6220/joq.202104_28(2).0003

摘要

本研究目的在於以古蹟旅遊品質觀點探討旅遊發展與文化觀光關係之研究。採用問卷調查方式，以立意抽樣法及Google網路問卷，對到訪臺南市安平區的遊客進行資料蒐集，共回收294份有效問卷，並對於所收集資料作結構方程式分析。本研究結果顯示：（1）遊客對安平區的文化觀光感受程度現況，屬於中等程度偏高；（2）遊客對安平區的旅遊發展現況皆給予正面且肯定的認知；（3）旅遊發展對文化觀光達顯著有影響。建議智慧觀光，運用大數據（big data）資料分析，建立客製化服務，透過旅行社包裝套裝行程，融入在地觀光資源活動創造文化與經濟共存的文化觀光模式，建置友善公共設施環境，設置「借問站」藉由文化來提升觀光活動的品質，強化古蹟觀光資源建設及導覽解說服務E化，提升觀光旅遊品質、孕育觀光的後續能量讓文化觀光與旅遊發展之開發更多元化。

關鍵字

文化觀光 ； 古蹟旅遊品質 ； 旅遊發展 ； 驗證性因素分析

並列摘要

The purpose of this study is to understand the relationship between cultural tourism and tourism development from Perspective of historic site tourism quality. Questionnaire survey method was used to collect data from visitors to Anping District of Tainan City by means of a sampling method and a Google Internet questionnaire. A total of 294 valid Question naires were collected and structural equations were analyzed. The results of this study show: (1) The current level of cultural tourism experience of tourists in Anping District is moderately high. (2) Tourists give positive recognition to the current development of tourism in Anping District. (3) Tourism development has a significant impact on cultural tourism. It is recommended that the application program (app) be developed in Anping District, Tainan City, through the travel agency package, and integrate into the local tourism resources activities to create a cultural and economical model of cultural and economic coexistence. Build a friendly public facilities environment and enhance the quality of sightseeing activities through culture. Strengthening the construction of historic site tourism resources and the fixed-point solution, enhancing the quality of sightseeing and the follow-up energy of sightseeing will make the development of cultural tourism and tourism more diversified.

並列關鍵字

cultural tourism ； historic site tourism quality ； tourism development ； confirmatory factor analysis

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