宜蘭縣觀光景點空間結構與空間整合行銷之研究

宜蘭縣由行政部門推動觀光產業二十餘年以來，已發展出以舉辦活動的行銷方式，建立觀光景點品牌形象，作爲整合觀光空間資源的手法，在此空間整合行銷作用下，各重要觀光景點的觀光空間結構，形成活動舉辦地點的遊客人數偏多，且集中在活動舉辦時期，與非活動舉辦期間的遊客人數相較之下變動極大，不穩定的空間結構也帶來較大的經營風險，2003年SARS期間，童玩藝術節停辦，遊客人數遂減至僅有往年半數，周圍相關觀光產業大受影響。另外，本研究認爲宜蘭縣應避免再發展過多的同質性觀光景點，加強大眾運輸系統，並希望觀光產業能避免過度依賴行政部門辦理觀光活動。

關鍵字

宜蘭；觀光景點；觀光空間結構；空間整合行銷

並列摘要

The government of I-Lan County in Taiwan has assisted in developing tourism for more than 20 years, in holding many festivities, and established I-Lan's branded image to integrate tourism resource. Under these spatial integrated marketing functions, the spatial structure of each important scenic spots becomes that tourists only concentrate in festival spots and festival periods, but less tourist in not festival periods. Changeful spatial structure takes managing risks. For examples, the amount of tourist reduces to only half of the usual in the SARS period of 2003, because of the international folkgame festival was suspended, the whole tourism industry declined. This research believes that managers of I-Lan tourism industries should avoid the habit of relying en the government, and government in I-Lan County should stop creating too many tourism scenic spots with the same property, and should develop public transportation.