高雄市區觀光旅遊發展之關鍵因素

The Key Factor in the Tourism Development of Kaohsiung City District

楊政運(Zheng-Yun Yang) ； 戴貞德(Jen-Der Day)

《商業現代化學刊》 8卷2期 (2016/10) Pp. 239-262

https://doi.org/10.6132/JCM.2016.8.2.13

摘要

高雄市區過去因為政府政策緣故，大量工廠設立，與人口激增帶來的家庭廢水，令空氣與河川遭受嚴重汙染。隨著全球綠色產業興起，高雄市政府積極推動產業轉型，而觀光旅遊業的低碳特性，就是具有經濟潛能，且不破壞環境的最佳發展模式。本研究一共在高雄市十大觀光風景區當中位處市區或鄰近者共九處，即：旗津風景區、駁二藝術特區、蓮池潭、高雄市立文化中心、國立科學博物館、澄清湖、打狗英國領事館官邸、高雄市立美術館、壽山動物園；蒐集450 份有效問卷，使用集群分析，依旅遊動機滿意度之不同，將每個地點做較嚴謹的分群，再使用單因子變異數分析，歸納出每群體皆相對或最滿意的旅遊動機因素。經統計分析後，「生活調劑」是高雄市九大熱門景點所佔比例最高的核心旅遊動機，即為高雄市觀光旅遊發展之關鍵因素。另一方面，「交通設施品質」是滿意度最低的旅遊動機，但未來高雄環狀輕軌完成後，高雄市九大旅遊景點被包覆，配合捷運、火車與公共腳踏車系統，將形成完善的觀光遊憩系統，不只改善原有缺點，也使本身觀光競爭優勢無限放大，更是本研究所認為的潛在高雄市區觀光旅遊發展之關鍵，結合便捷之交通與九大觀光景點各自的特色，呈現出多樣化的觀光風貌，更容易去吸引遊客的注目與探索慾望。

關鍵字

觀光行銷 ； 旅遊動機 ； 觀光遊憩系統 ； 高雄市區

並列摘要

Owing to the government’s policies in past years, mass industries were set up in Kaohsiung City District and lots of families were moving house to it as well. This situation let air and river to be polluted severely. With the Green Industry rising in globe, Kaohsiung City Government actively promotes industrial restructuring and the feature of energy saving in tourist industry is just the economic potential and less damaged way to develop. In this study, the nine spots of top-ten tourist scenic in or around Kaohsiung City District including Cijin Scenic, Pier-2 Art, Lotus Lake, Kaohsiung Cultural Center, National Science Museum, Cheng Ching Lake, the official residence of British Consulate at Takao, Kaohsiung Museum of Fine Arts, Shoushan Zoo were analyzed by questionnaire. Gathering 450 questionnaires and using Cluster Analysis to distinguish groups in each scenic spot by the difference of travel motivations satisfaction and then using ANOVA help us to generalize the most satisfied travel motivation. After the statistical analysis, we find “life relaxing” is the highest proportion travel motivation of the nine spots of top-ten tourist scenic and it is the key factor in the tourism development of Kaohsiung City District. On the other hand, the “quality of transport facilities” is the lowest satisfaction travel motivation. However, when Kaohsiung LRT is completed in future, the nine spots of top-ten tourist scenic will be surrounded and coordinated with MRT, train, and city bike system. It will be a perfect tourism system, improving the existing shortcomings as well as highlighting the advantages. That is just the potential key factor in the tourism development of Kaohsiung City District. With the convenient transportation and every feature in the nine spots of top-ten tourist scenic, will give travelers the various landscapes and attract attention to explore.

並列關鍵字

Tourism Marketing ； Tourism motivation ； Tourism system ； Kaohsiung City District