推動鹿港深度旅遊的產業價值網路分析

鹿港是台灣知名的旅遊觀光小鎮，雖然有觀光人潮，但旅客目前在鹿港的旅遊停留時間都不長，由於旅客在鹿港停留的時間，會影響旅客在鹿港所做的觀光消費，為了增加觀光收益，我們希望研擬對策，讓旅客在鹿港停留的時間延長，推動旅客到鹿港做深度旅遊。利用David Bovet的價值網路理論，我們站在旅客的角度，希望幫旅客整理出在鹿港做深度旅遊的產業價值要素，建立旅客的鹿港深度旅遊產業價值網路模型。從價值網的分析，我們發現導入資通訊科技，利用鹿港深度旅遊產業價值網架構所建立的旅遊App，能連接串起整個價值網的所有成員，旅客透過鹿港旅遊App的下載，可以認識鹿港的旅遊資源，直接面對所有鹿港跟旅遊相關的業者、工藝家、店家，明確傳達自己的旅遊需求，旅客使用App可以讓鹿港深度旅遊價值網動起來，產生旅客要的需求價值，來滿足旅客。鹿港旅遊App可將旅客的需求，做成智慧行程的安排建議，協助旅客掌控旅遊時間，引導旅客在鹿港做更深度的旅遊。

關鍵字

深度旅遊；價值網路

並列摘要

Lukang is a well-known tourist and sightseeing town in Taiwan, and tourists currently stay in Lukang with short period only. Because the tourist spending is subject to the duration of the days in Lukang, in order to increase tourism revenue, we would like to develop countermeasures to allow tourists staying in Lukang for a longer period of time and to promote tourists to Lukang for in-depth travel. Using David Bovet's value network theory, we stand on the tourist's point of view and help tourists sort out the industrial value elements of in-depth travel in Lukang, and establish a network model of the tourism industry value of Lukang's deep tourism industry. From the analysis of the value network, we found that the introduction of the communication technology, the tourism application established by the Lukang deep tourism industry value network structure, can connect all the members of the entire value network, and the tourists can know the Lugang through the Lugang Tourism App. Tourism resources directly face all Lukang and tourism-related operators, craftsmen, and stores, clearly communicate their travel needs, let the value network move, and generate the demand value to satisfy the tourists. The smart schedule of Lukang Tourism App can help tourists control the travel time and guide tourists to make deeper tours in Lukang.