澳門「文化旅遊」發展的前瞻性分析

澳門作為一個頗負盛名的旅遊城市，每年吸引近四千萬人次來澳門旅遊，使得澳門的博彩業十分發達，素有「東方蒙地卡羅」之稱。在博彩業光環的覆蓋下，澳門有許多少為人知的弱項，例如產業過度依靠博彩業便是一個例子。在旅遊業的發展上，也是以博彩業為軸心，較少觸及到澳門本地的文化特殊性或是世界文化遺產的旅遊產品。近年來，「文化旅遊」成為國際旅遊業的新趨勢，更多的遊客希望能夠接觸到旅遊目的地的文化內涵，甚至是與當地人進行更多的交流，澳門在這樣的環境下也開始提倡「深度旅遊」的概念，本文便希望能夠透過對於「文化旅遊」概念的討論，以及澳門所擁有獨特發展文化旅遊的條件，分析「文化旅遊」在澳門發展的前景與必要性，並提出建議試圖改善澳門旅遊產品過度單一的問題。

關鍵字

文化旅遊；葡語系國家；中西文化交融

並列摘要

As a famous tourist city in China, Macao has attracted around 40 million people to visit each single year, making its gambling industry extremely prosperous, for which it is also well known as ＂Monte Carlo of the Orient.＂ With the prosperous development of gambling industry, there are a few weaknesses that many people living in Macao ignored for a long time. For example, this Chinese region has relied too much on the gambling industry economically. When it comes to the development of tourism, the government only put their effort on the gambling industry as well, with very few local cultural specialties or tourism products of world heritage being focused on. In recent years, the ＂cultural tourism＂ has become a new trend for international tourism industry. More and more tourists hope to experience the culture of their destinations, even to spend more time interacting with local people. Affected by this concept and environment, the government of Macao started to promote ＂in-depth travel.＂ By discussing the concept of ＂cultural tourism＂ and understanding the unique conditions of cultural tourism in Macao, the prospect and necessity of ＂cultural tourism＂ in Macau have been analyzed in this study. In addition, suggestions are also proposed to solve the problem with oversimplification of tourism products in Macao.

並列關鍵字

Cultural tourism ； Portuguese Speaking Countries ； Chinese and Western cultures

參考文獻

Eva Vicente and C. Camarero-izquie (2010). Components of art exhibition brand equity for internal and external visitors. Tourism Management, 31(4), pp.495-504.