金門、廈門智慧觀光之比較研究

金門與廈門距離近，自開放小三通後，金門觀光旅遊人數快速成長，廈門入境過夜非中國大陸本地的遊客，以台灣遊客所占的比例最高。金門與廈門都有豐富的觀光資源，金門的觀光資源主要是在文化底蘊、自然與人文的知性旅遊，輔以地方特產購物，以及離島免稅區的條件；廈門是中國東南沿海著名的港口風景旅遊城市，風景秀麗，素有"海上花園"美譽。近年，金廈兩地都致力於智慧城市的發展，金門包括建置K-Bike、縣民卡、智慧路燈、遠距醫療...等，並榮獲2018年ICF Top 7；廈門則是在2018中國智慧城市發展潛力研究報告中，獲得中國智慧城市潛力榜 Top 10。因著金門、廈門不同制度的發展，在智慧觀光的推動上也有不同的面向。本研究綜整學者專家的觀點，並以本人工作的實務經驗，整理歸納發展智慧觀光的三大構面，包括基礎面、服務面、管理面，以及構面下相對應的項目，並以此為框架，進行金門、廈門兩地的地方政要與相關企業人士的訪談。本研究發現：在基礎面上，完善佈建相關軟硬體，並完整建置與蒐集相關觀光數據，則可達到較佳的智慧觀光服務。在服務面上，於民生服務類別中之食、宿、行、購運用智慧服務，並於其衍生服務的感官體驗娛樂中，搭配相關智慧應用，則可達到較佳的智慧觀光服務。在管理面上，運用智慧科技於行政管理類別中的智慧觀光服務、展示中心，並在行銷推廣上搭配相關的推廣宣傳計畫，及互動應用元素，則可達到較佳的智慧觀光服務。對金門發展智慧觀光的政策建議包括：在基礎面上，加速5G的建設，提升金門通訊的品質，並透過開放Open Data相互介接，達到金廈觀光旅遊數據共享、服務共享。在服務面上，金門觀光旅遊網可以強化做為整合觀光旅遊的行前、行中、行後的流程，提供「一站式、多套餐」的實體或虛擬的服務。另外，遊客服務中心除了制式的觀光旅遊諮詢外，也可以成為旅遊銷售、服務提供的窗口。在管理面上，可仿效廈門的做法，智慧觀光的推動由政府引導、企業(或法人單位)執行、市場運作的原則。其他建議包括：結合文化與觀光旅遊、推動金廈共同合作發展智慧觀光、爭取放寬小三通法規，以及面對兩岸政經情勢挑戰之準備。

關鍵字

智慧觀光；金門；廈門；比較研究；小三通

並列摘要

Kinmen and Xiamen are in close proximity to each other. Since the Mini Three Links policy was passed, the number of visitors to Kinmen Island has increased rapidly. Taiwanese tourists account for the largest proportion of non-Chinese local visitors who stay overnight in Xiamen. Kinmen and Xiamen both have rich tourism resources. Kinmen's tourism resources are mainly natural and cultural intellectual tourism, additionally, shopping for local specialties and the conditions of a tax-free zone on the outlying island; Xiamen is a famous port and scenic tourist city along the southeast coast of China, known as the "Garden on the Sea". In recent years, both Kinmen and Xiamen have been committed to the development of smart cities, in Kinmen, including the K-Bike construction, Kinmen Citizen Card, smart street lights, remote medical care and won the 2018 ICF Top 7; in 2018 China Smart City Potential Research Report. Xiamen ranked as the Top 10 in the China Smart City Potential List. Due to the development of different systems in Kinmen and Xiamen, the promotions of smart tourism have different aspects. This study integrates the views of scholars, experts and the researcher’s own practical experience. It organizes and summarizes the three major components of smart tourism development which are foundation, service, and management. It also focuses on the corresponding projects under these components and uses these as a framework to conduct interviews with political leaders and relevant business people in Kinmen and Xiamen. The findings showed that to achieve better intelligent tourism services, several methods are already effective. Starting with the Foundation component, completing the construction of relevant software and hardware and completing the establishment and collection of relevant tourism data are effective. Regarding the Service component, applying smart services to food, accommodation, transportation and shopping in livelihood services and utilizing related smart applications in the entertaining sensory experience of the services are effective. Regarding the Management component, applying technology to the smart tourism services and exhibition centers, which are in administrative category, and applying related promotional plans and interactive elements to marketing promotion are effective. Policy recommendations for the development of smart tourism in Kinmen Island include: On the Foundation component - speed up the 5G construction to improve the quality of communication in Kinmen and open up Open Data to share data and services for Kinmen's tourism. On the Service component - the Kinmen tourism website can be enhanced to integrate the schedules of before, during, and after trips, providing “One-website, multi-package services” in both physical and virtual form. In addition to providing tourism information, the visitor center can also serve as a spot for travel sales and services. On Management component - following Xiamen's example, the promotion of smart tourism can be guided by the government and implemented by enterprises or legal entities on the basis of market operation. Other recommendations include: Combining culture promotion and tourism, promoting the joint development of smart tourism between Kinmen and Xiamen, calling for the relaxation of the Mini Three Links law and preparing for the challenges of the cross-strait political and economic situation.