從澳門、濟州島等國外島嶼觀光再發展經驗探討金門地區未來觀光發展方向之研究

Research on the Future Tourism Development of Kinmen Based on Macao and Jeju Island

吳武忠(Wu-Chung Wu) ； 賴宏昇(Hung-Sheng Lai) ； 王蘭薰(Lan-Hsun Wang) ； 李俊彥(Chun-Yen Lee)

《休閒事業研究》 8卷2期 (2010/06) Pp. 105-123

https://doi.org/10.6746/LIR.201006_8(2).0007

摘要

金門地區從西元1992年解除戰地政務以來，發展觀光產業即成為地方政府做為繁榮地方的策略。金門地區之產業已轉型為依賴觀光活動的產業結構，理所當然觀光產業便是金門之經濟命脈。唯近年來遊客人數明顯下降，對地區之經濟發展造成隱憂，這是相關單位應重視之課題。相較於金門的衰退、十幾年前尚沒沒無名，鄰近的澳門及濟州島等國外島嶼，卻逐年繁榮復興。其觀光旅遊事業不但為地方帶來了相當可觀的經濟收益，還帶動了其他產業的發展。有鑑於澳門及濟州島等國外島嶼觀光再發展的例子，研究者透過本研究，探討出金門衰退的原因，並參考澳門、濟州島等國外島嶼的政策，研究如何使金門再發展，恢復往日欣欣向榮的景象。根據上述之研究背景與動機，本文之研究目的有以下幾項：一、探討金門地區的背景以及發展脈絡，藉此瞭解金門地區觀光產業興盛及衰退的原因。二、探討澳門、濟州島等國外島嶼的背景與發展，瞭解其觀光發展成功的原因。三、比較金門地區與澳門、濟州島等國外島嶼，藉此瞭解金門地區觀光產業未來發展的動向。藉由澳門、濟州島等國外島嶼再發展的經驗與訪談結果分析後，本研究結論為，金門觀光再發展方向應以「站穩腳步，邁向未來」為基礎。金門縣內部在政府專業能力、觀光品質、民間參與認同等三方面，應先做妥善規劃與改善，唯有先鞏固好自身的基礎，未來才可能邁向「觀光大縣」之康莊大道；在邁向金門縣觀光的未來面，市場區隔、健全的配套措施與開發新觀光產品為吸引觀光客之必要方向。

關鍵字

國外島嶼 ； 再發展 ； 觀光政策 ； 觀光行銷

並列摘要

Since Kinmen government stopped its ”Battle Zone Political Affairs” in 1992, developing tourism has become the strategy for Kinmen County government to prosper local economy. Tourism has transformed as economy lifeblood of Kinmen. However, in recent years, the number of tourists has declined obviously and caused worries toward local economic development. Authorities concerned must pay attention to it. Compared with the declination of tourism in Kinmen, Macao and Jeju Island were both unknown more than a decade ago. Tourism not only has brought them marvelous income but promoted other industry development. Due to these two examples, the researcher probed the reasons causing Kinmen tourism to decline and consulted the tourism policies of Macao and Jeju Island to make Kinmen tourism redevelop again and restore back to what Kinmen was in the past. Based on the background and motivations, the purposes of this research are as follows: First, probe the background and tourism development traces of Kinmen to understand the reasons causing Kinmen tourism to decline. Second, discuss the background and development of Macao and Jeju Island to understand reasons leading to their successful development. Third, compare Kinmen with Macao as well as Jeju Island to understand the future directions of tourism development. With the analysis of developing experiences from Macao and Jeju Island as well as interviewing results, the conclusion of the research is that the direction of Kinmen tourist industry is ”stabilizing steps nowadays and looking forward to the future”. By cooperating and improving the governmental specialties, tourism qualities and civil participations, surely, Kinmen will stabilize the foundations of itself to the path of a ”tourism county”. As to the future of Kinmen tourism, industry segmentation, well-facilitate arrangements and newly-developed tourism products are essential to attract tourists.

並列關鍵字

relationship marketing ； service quality ； relationship quality ； customer loyalty ； wealth management department