創造觀光吸引力之研究－以提升航空站商業服務爲例

近年來，國際上頻繁的客貨流量不但帶動航空市場的蓬勃發展，也將居於轉介地位的航空站帶入企業化經營的時代。商業空間的大幅擴充是潮流所趨，各式服務的增加則是滿足旅客基本需求及滿意體驗的來源。然而，既要提供優質的服務，亦要創造亮麗的營收及利潤，對經營者而言是一項挑戰。本研究採質性研究的文件分析法，試圖從航空站商業設施經營發展的過程中，探尋機場除提供航空轉運的功能以外，並可能因其完善的購物、餐飲與休閒等設施，而進一步吸引旅客視之爲觀光景點，爲提升當地觀光吸引力做出貢獻的可能性。研究結果顯示，大型國際機場視其經營成效，確有成爲知名觀光景點之事實或潛力；而地區性機場則受限於規模，較適合發展爲區域型購物中心。

關鍵字

航空站經營；航空站商業服務；觀光吸引力

並列摘要

The frequent passenger-cargo flow during the past decades not only drives the flourishing development of the aviation market in the world, but also brings the airport which lies between the position of transfer to the era of corporationization and commercialization. The broadening in commercial space in the airport has become a trend in modern airport operation, and the offering of various and diverse services are to meet passenger's basic demand and become a source of satisfaction experience. However, it is a challenge to operators that to offer the high-quality service and create high revenue and profits in the same time. This research employed qualitative method of literature analysis which trying to explore the other possibility of airports except the function of transfer. At the outset, an analysis of the literature synthesizes current trends of airport operations and the increasing expansion of commercial space at airport. Then the possibility of airports being tourist attractions and contributing to promote local tourist attractiveness because of its integral shopping, dinning, leisure facilities, etc. is examined. Results show that international airports do have the potential to be tourist attractions, some of them have even been ones yet, which depends on their performance of operation. Regional airports are more suitable to develop to become regional shopping centers for the limitation of scale.