後京奧時期北京觀光行銷與台灣旅客觀光動機之研究

A Study on Beijing Tourism Marketing and Taiwan Tourist Motivation for the Post Beijing Olympic Games

王忠茂 ； 林千源

《弘光人文社會學報》 16期 (2013/07) Pp. 221-255

摘要

本研究以北京主辦奧運，對鄰近國家台灣旅遊業的影響，除參照奧運前與會期中的重要議題外，並著重後奧運時期的深度探討，依研究結果獲得以下結論：一、北京觀光動機主要以長城、雍容皇城（天壇、紫禁城）、傳統戲曲（相聲、雜耍、變臉）、美食（烤鴨、宮廷宴）、胡同、宮廷建築（頤和園、王府井）等歷史建築與文化觀光為主軸，後奧運時期則加入奧運遺產，其中尤以鳥巢、水立方最為著名。二、北京奧運，不僅是「純運動」的賽會活動，實際上帶動了國家政治與形象、經濟成長、社會文化、運動休閒遊憩等領域的行銷，並且藉由奧運的舉辦，尤其增進了旅遊業的商機。因奧運的籌辦，直接對該城市的建設，產生了質與量的提昇，諸如：1.城市交通、2.生態環境、3.觀光資訊、4.服務品質、5.城市形象、6.原有觀光資源、7.歷史文化觀光資源、8.現代化購物娛樂休閒場所、9.奧運留下的寶貴旅遊資源、10.城市旅遊住宿接待綜合能力。也間接的造就了周邊鄰近國家與地區旅遊業的蓬勃發展。

關鍵字

奧林匹克運動會 ； 觀光客動機 ； 觀光行銷

並列摘要

This study was in attempt to explore the influence of the Beijing Olympic Games upon the tourism business around China's neighbor countries including Taiwan by looking into Olympic Games' import issues via its previous, during and post period. The findings of this study had made the following conclusions:The main purpose of visiting Beijing was to see the Great wall, Imperial palace (Temple of Heaven, Forbidden City), traditional Chinese opera (comic dialogue, face off, trick), Chinese foods, alley and empire construction (the Summer Palace, Wangfujing). After Olympic Games, the main stadium (Bird nest) and swim Pool (Water cube) become the most popular sites.The Beijing Olympic Games is not merely a sport event. It actually stimulated the development of politics, economy, cultural, and recreations as well as the tourism industry. Because of the host of Olympic Games, the increase in the quantity and quality of the city infrastructure such as, city traffics, ecological environment, tourism information, service quality, city image, original tourism resource, historical culture resource, modern shopping mall and leisure plaza, travel resource left by the Olympic Games, and integrated city hospitality ability had indirectly boosted the development of tourism industry for the neighbor countries.

並列關鍵字

Olympic Games ； Tourist motivation ； Tourism marketing