大鵬灣國家風景區運動觀光產業發展潛力與推動策略研究

研究目的：探討大鵬灣國家風景區運動觀光產業發展潛力及推動運動觀光產業推動策略的方向，以作為主管機關規劃與開發運動觀光產業策略之參考。研究方法：大鵬灣國家風景區個案為對象，採用文獻資料與田野調查建立大鵬灣國家風景區的運動觀光資源之類型與評價，以問卷調查蒐集潛在運動觀光客的消費需求與偏好，並以焦點團體座談搜集並整合產官學界適合大鵬灣國家風景區運動觀光產業發展之策略方向與具體措施。研究結果：一、民眾對大鵬灣國家風景區發展運動觀光產業及活動發展現況，以小琉球水上運動產業（潛水、浮潛…）及環灣自行車道活動及陸上遊憩活動（露營、健行、鐵馬行…）評價較高；二、發展運動觀光產業的挑戰，主要以週邊公共設施建設不足及開發進度過緩是最大問題；三、未來推動策略則應以加強景區服務品質、大眾交通運輸服務、基礎設施建設及興建大型水上樂園較為急迫。綜而結論：大鵬灣國家風景區BOT案，為國家重要的觀光建設案，民眾給予極高期待，若能將具有潛力運動觀光資源及產業加以充分開發，將符合民眾消費需求與期待。未來建議：可作為政府主管機關與產業界規劃當地運動觀光產業之參考，以提升區域運動觀光產業之經營環境與績效。

關鍵字

運動觀光產業；大鵬灣國家風景區；推動策略

並列摘要

The purpose of this study were to examine the potential of sport tourism of the Dapeng Bay National Scenic Area and policy for development of sport tourism in the area as a point of reference for the planning and development of sport tourism. The research method is a case study of the Dapeng Bay National Scenic Area. We review the relevant literature and apply a survey to establish and evaluate sport tourism resources in the Dapeng Bay National Scenic Area. A questionnaire is used to gather information on potential consumer demands and preferences. In addition, focus group seminars are used to gather information on appropriate strategic direction and policy measures for the development of sport tourism in the Dapeng Bay National Scenic Area. The results were as follows: (1) People evaluated to development status of sport tourism industry and activity on the Dapeng Bay National Scenic Area, they give Liouciou water sports industry (diving, snorkeling...); (2) The development challenge of sport tourism industry on Dapeng Bay national Scenic Area, mainly biggest problem is the surrounding public construction and facilities lack, and investment and development progress too slow, but the issues of interest conflict to local residents and the Central government decree limiting is less rating; (3) People recognized the future strategy should be to strengthen the scenic promote service quality, public transport services, infrastructure and construction large water park is more urgent. In conclusion, this study propose some suggestion to development strategy of sport tourism in the Dapeng Bay National Scenic Area, providing a reference for future government and private sector planning of the sport tourism industry at the local level, and improving the operating environment and effectiveness of the local sport tourism industry.