高雄港觀光船發展策略研究

Research on the Development Strategy for the Tourist Ship in Kaohsiung Harbor

黃登福(Teng-Fu Huang)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00007

摘要

在河、湖、海或港區之水上遊船觀光是國外相當盛行的觀光休閒活動，且係屬城市旅遊之觀光資源與遊程，並為該城市帶來觀光商機。例如美國-巴爾的摩內港、法國-塞納河、日本-橫濱港及澳洲雪梨港等。
高雄港地理位置優越，氣候溫和，水域平靜遼闊，港口天然自成，港區週邊有豐富多樣的人文、產業以及山、海、河、港之獨特天然資源，適合搭船遊港觀光。
本研究目的在蒐集國內外水上遊船觀光發展情形，了解高雄港觀光船發展現況及探討其營運所遭遇之問題與困難。並針對高雄港觀光船發展之條件與現況及相關文獻歸納出發展策略之主要構面，然後利用德菲法專家意見諮詢研擬出適合高雄港觀光船之發展策略。
研究結果顯示，高雄港發展遊港觀光船亟需規劃與整合具吸引力、多樣化以及方便的航線及航班，建置觀光船旅遊專屬網站，充實觀光船的資訊內容以及加強網路行銷。此外，應維持港區與週邊環境衛生，加強港灣水岸設施與景點之觀光意象塑造，碼頭候船設施之完善與方便以及至搭船處接駁交通之方便性。對經營業者而言，要加強觀光船的安全及舒適性，提升導覽及服務人員之專業訓練及素質。而與觀光旅行業者異業結盟，規劃套裝旅遊行程及優惠促銷專案，提供遊客優質、價格合理、多樣化的旅遊行程選擇，將可提升遊客搭乘觀光船的意願與吸引力。

關鍵字

高雄港 ； 觀光船 ； 德菲法 ； 發展策略

並列摘要

Traveling and sightseeing by tourist ships on rivers, lakes, oceans and port areas is very popular in many areas, including Baltimore in the United States, the River Seine in France, Yokohama in Japan and Sydney in Australia, to name but a few. Ship tours integrate tourism resources in a city and create business opportunities.
Kaohsiung Harbor is the largest harbor in Taiwan. Located in the south of the island, the weather is lovely and the water is calm. The port is a natural lagoon abundant in natural resources, located by the mountains, where the river flows into the sea. Since its establishment, the area has stimulated rich cultures and thriving industries and has attracted people to take tourist ship.
This research observes the business of tourist ships in domestic and international travel industry and introduces the current development of tourist ship business in Kaohsiung, along with possible challenges to be faced. The main structure of the development strategy is based on literature review and analysis of the conditions and development of the local tourist ship industry. After the structure will have been determined, experts will be polled via the Delphi survey system, and their opinions integrated into the development strategy.
The research shows that the success of the tourist ship industry in Kaohsiung Harbor relies on the following conditions. First, the port administration needs to map out various attractive routes and convenient schedules for customers. A website is required to provide information about the ships and the tours marketed in cyber space. It is essential to keep the port area and its neighborhood clean. The port, harbor and nearby tourist attractions should be connected and stories about the region should be provided to visitors in order to introduce the area and features. As convenience is a very important factor, shuttle buses to and from the harbor are necessary, as are corresponding facilities at the dock. Operators of the ship companies need to ensure that the ships are comfortable and safe while requesting tour guides and staff to provide professional services.
The port administration can form an alliance with tourist agencies to sell package tours and promote different attractions; when tourists are offered a wide variety of high-quality tour options at a reasonable price, they will become much more interested in taking the ships.

並列關鍵字

Kaohsiung Harbor ； tourist ship ； Delphi survey ； development strategy

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