永續觀光和智慧旅遊在遊程規劃之應用研究-以香港為例

永續觀光是全球性熱門議題，香港作為國際旅遊城市能以永續觀光理念發展，刻不容緩的重要議題乃是加深遊客、居民及旅遊業者對永續發展的認識及瞭解，以對當地之社會文化、地方經濟及自然環境作出貢獻。在經文獻分析後，發現香港的永續發展嚴重落後，對旅遊業的政策更是停留在補貼刺激人次的階段，本研究借鏡台灣發展成熟的永續觀光模式，運用在香港豐富旅遊資源的遊程規劃之中。針對以上重要議題，本研究以香港作為研究的旅遊目的地，依據機會辨認與選擇、概念產生、概念/專案評估、開發與上市等五階段的新產品設計開發於香港永續觀光遊程規劃中。承上，應用層級分析法(Analytic Hierarchy Process, AHP) 訪談產、官、學、遊客共17位專家，量化香港永續觀光屬性指標重要性的權重，建構香港永續觀光遊程規劃評估系統，研究結果產生3個構面的權重，以體驗經濟(0.300)、環境承載(0.439)及永續社會(0.261)展開11項重要和指標34 項次指標。本研究針對景點及旅遊活動進行資源盤點，依循指標及永續觀光原則下建立智慧資料庫，設計旅客所需的旅遊規劃。

關鍵字

永續發展；永續觀光；遊程規劃；新產品開發；層級分析法；智慧旅遊

並列摘要

Sustainable tourism is a heated topic worldwide. Hong Kong is an international tourism city. To develop sustainable tourism ideals in it is a crucial and pressing topic. The understanding of tourists, residents, and tourism operators on sustainable development should be deepened to make contribution to the local social culture, economy, and natural environment. After literature review, we discovered that Hong Kong was severely lagging in sustainable development. Its policy on the tourism industry focused on providing subsidies to encourage people to travel. This study referenced to the sustainable tourism model that has been matured in Taiwan and applied it to locations in Hong Kong that have rich tourism resources. Regarding the aforementioned critical topic, this study adopted Hong Kong as the tourism destination for research. The five stages of new product design and development, i.e., opportunity identification and selection, concept generation, concept/project evaluation, development, and launch, were applied to planning sustainable tourism trips in Hong Kong. Moreover, the analytic hierarchy process was used to quantify the weight of the attribute indices of sustainable tourism trips in Hong Kong. An evaluation system on the sustainable tourism trips in Hong Kong was established and generated three constructs, namely trip experience, environmental loading, and sustainable society, with loadings of 0.300, 0.439, and 0.261, respectively. A total of 11 critical indices and 34 subindices were expanded from them. Based on the weights, this study further planned sustainable tourism trips in Hong Kong that meet the target customers’ needs and sustainable principles. Based on sights and travel activities, trips were established, and resources inventory was conducted. Based on the weights, a smart tourism database was established.