澳門賭場與人文旅遊資源分析

Macao Casino and Cultural Tourism Resource Analysis

吳松森(Chong-Sam Ung) ； 沈易利(Yi-Li Shen)

《海峽兩岸體育研究學報》 6卷2期 (2012/09) Pp. 41-52

https://doi.org/10.29534/JBSTSPES.201209.0004

摘要

近年來，澳門靠著博彩娛樂事業受到全球的注目，除了專門的娛樂場，各大五星級飯店也紛紛引進娛樂設施，也是在美國拉斯維加斯之後，風靡全球亞洲的後起新秀，在整理文獻中發現前往澳門觀光的遊客都只是短暫的停留，並沒有在澳門做深度的旅遊，忽略了澳門人文資源豐富的旅遊據點，相對影響了澳門的旅遊收入。本研究採質性研究法，藉由文獻資料的收集、回顧、SWOT分析法做為依據，探討澳門旅遊的優勢、劣勢、機會與威脅分析，結果除作為學術研究參考外，並提供相對應的戰略措施，讓澳門政府可以利用文化遺產與娛樂事業等多元發展，來增加遊客停留澳門的時間。本研究結果，一、旅遊景點規模小、微型，且多屬於單一功能的、景點內容單薄。二、遊客逗留時間短。三、澳門博彩旅遊需要採用積極拓展客源市場，發掘文化內涵，努力使博彩現代化、娛樂化、趣味化、智力化等對策提升澳門形象和地位。四、未來特區政府需要著力解決推動旅遊多元化，並大力推動世界文化遺產旅遊以彌補彩旅遊帶來的嚴重單一化問題。

關鍵字

澳門歷史城區 ； SWOT分析法

並列摘要

In recent years, Macao has gained global attention by developing its gambling entertainment. Besides many specialized entertaining facilities, major five-star hotels also have brought in the entertainment equipment. Macao casino was swept the world by its fame in Asia after following Las Vegas While organizing the literature, the researcher found that visitors to Macau tourism was only making a short stay, lacking of an in-depth exploring , and the richness of cultural resources in Macau tourism was ignored, relatively, these have an impact on Macao's tourism revenue. This study was conducted by utilizing qualitative research method. Through the collection of the literature review, SWOT analysis as a basis to explore the advantages, disadvantages opportunities and threats analysis of the Macau tourism. The result of this study was not only to be the reference in academic field, but also provided strategic plans for Macau government, They could use take advantage of the diversities Macau cultural heritage, and the diversified development of the entertainment industry for the increase the tourists could have a longer stay in Macau. Results of the study indicated: 1. Tourist attraction is a small scale, micro, and many belong to single function of the content with simple attractions. 2. The visitors stayed for a short period of time. 3. Macau gambling and tourism need to actively expand the tourist market, explore the cultural connotations, and put more efforts to make casino to be modern, entertaining, interesting, and , intelligent for the purpose of promoting Macau's image and status. 4. The future SAR government needs to make efforts to promote tourism, diversification, and protect world cultural heritage tourism to compensate for a serious single issue of the tourist problem in Macao.

並列關鍵字

Historic Centre of Macao ； Cultural tourism ； SWOT

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