金門「小三通」自由行實施後的觀光發展策略研究

在兩岸互動上，金門具有重要關鍵地位，2011年7月29日「小三通」自由行政策的實現，更是落實「小三通」制度化重要的里程碑，將衍生「小三通」航班增加、深化主題特色產品設計開發、飯店與餐飲選擇多樣化、短天期的客製化特殊行程等需求，為金門觀光產業的發展提供了新的契機。觀光產業是一個涵蓋面寬、關聯度高、發展潛力大的綜合性產業，也是金門經濟發展重要的策略性產業，本文採用SWOT分析方法，做為研擬金門觀光發展策略的重要依據，在資源有限的情況下，本文的策略規劃可以避免決策的錯誤與無效率的投資，使資源、做最有效益的分配利用，提高決策與施政之品質。

關鍵字

金門；小三通；自由行；人力資源；基礎設施

並列摘要

For mutual interaction across the Strait, Kinmen is found with rather significant position, and it has always played the role as the bridge that covers cross-strait relationship. When direct navigation was launched between Kinmen and Xiamen since 2001, it has established the ”brand name advantage” for Kinmen in cross-strait exchange. On 29(superscript th) July, 2011, with policy materialization of ”individual visit of mini-three-link” it has become the systematic important milestone that further realizes ”mini-three-link,” and it facilitates to offer brand new opportunity of development with regard to tourism industry of Kinmen.Tourism industry is a comprehensive industry with widespread extensive coverage, and trades within are highly connected with tremendously significant potential, and tourism is also reckoned as the critical and strategic industry vital to the economic development of Kinmen. Within this article, we have resorted to the analysis method of SWOT as the important criteria helping to formulate the development strategy of tourism for Kinmen. Under the context of limited resources, the results of study can work to avoid mistake of decision making as well as and inefficient investment, so that resources can be allocated and used at its most efficient utility, thus helping to enhance the quality of decision making and policy implementation.