觀光遊憩主題樂園之經營管理研究－以九族文化村為例

Tourism and Recreation Management Research Theme Parks- A Case Study of the Formosan Aboriginal Culture Village

吳維晟(Wei-Cheng Wu) ； 吳憲訓(Xian-Xun Wu) ； 陳惠琪(Hui-Qi Chen)

《國際休閒遊憩與運動管理發展趨勢研討會專刊》 2013 (2013/12) Pp. 204-217

摘要

近年來國內經濟的寬裕，使得休閒人口大幅增加，政府更致力提倡休閒遊憩活動，讓國人在閒暇時間從事休閒娛樂等活動。主題樂園是國內遊客假日出遊的首選，隨著主題樂園的興建，讓眾多遊客有許多選擇，本文以九族文化村為例，探討在眾多主題遊樂園下，如何吸引遊客前往參觀遊玩。而九族文化村吸引遊客或許是周邊的大自然環境、園內規劃的低開發園區、當紅的航海王故事館、以及當初就有的台灣原住民介紹園區等；以台灣近年來的觀光遊憩區發展來看，國內大型主題樂園吸引了大部分的遊客前往參觀遊玩。而礙於國內主題樂園限於形、民眾消費習慣及假期等條件約束下，讓主題遊樂園的競爭更顯得白熱化。本文以九族文化村主題樂園為例，探究其發展背景、園區設施及經營現況與困境，結果發現：台灣的主題樂園未來發展屬正向成長趨勢，不過應設計能經營四季與排除不良氣候的型態，主題樂園宜分成眾多元化的定點消費需求外，未來會越趨向本土化、獨特化及全面化。

關鍵字

觀光遊憩 ； 主題樂園 ； 經營管理 ； 九族文化村

並列摘要

In recent years, the domestic economy is off , making a substantial increase in leisure population , the Government is committed to promote recreational activities for people engaged in recreational activities in their spare time . Theme Park is the preferred domestic tourists holiday travel , with the construction of a theme park , so many tourists have many options , this article Formosan Aboriginal Culture Village , for example, discussed in a number of theme parks , how to attract tourists to visit the play. The Formosan Aboriginal Culture Village attract tourists is perhaps the surrounding natural environment , the park plans to develop low- park, a popular Piece Storyland, and there is a Taiwanese aborigines had introduced parks ; sightseeing tours to Taiwan in recent years, the development of recreation areas point of view , the domestic large-scale theme park attracts most of the tourists visit the play. The theme park due to limited domestic form, under public holidays, spending habits and constraints, so the competition theme parks has become more intense. In this paper, Formosan Aboriginal Culture Village theme park , for example, to explore the background of its development , the park facilities and operating current situation and difficulties , results showed that: the future development of Taiwan's theme parks are a positive growth trend , but should be designed to operate four seasons with the exclusion of bad weather type state , all the theme parks should be diversified into consumer demand point , the future trend will be more localized , unique technology and comprehensive.

並列關鍵字

tourism and recreation ； theme parks ； management ； Formosan Aboriginal Culture Village