花蓮縣休閒漁業資源特性與遊客休閒需求之研究

A Study on the Properties of Leisure Fishery Resources and Tourists’s Leisure Demand in Hualien County

簡淑芳(Shu-Fang Chien)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

摘要

本研究採文獻縱深研究及實地研究兩種方法，對象是旅遊花蓮縣休閒漁業景點的遊客做調查，共發出420份問卷，有效樣本數390份，結果顯示遊客對花蓮縣提供的資源特性上旅遊偏愛花蓮縣提供的景觀資源及自然資源；遊客在休閒需求上重視對外交通的方便性、安全公共設施、住宿等。實證研究結果顯示：遊客資源特性對休閒服務需求有顯著相關之假設部份成立。遊客旅遊特性對休閒服務需求間有顯著差異之假設成立。
本研究所獲得之成果可歸納如下： 1.花蓮縣休閒漁業資源豐富，應積極發展表現各自特色。2.海鮮品嚐及賞鯨活動仍為目前遊客首選，除應善加營造加強行銷外並結合動態體驗活動。3.強化體驗項目及行銷方式，將可有效增加遊客到彷及重遊率。4.住宿、餐飲、交通、公共設施、管理等皆為遊客重視的項目，如何維持合理的價格，並提供安全舒適的環境是經營的重點。5.針對不同遊客需求，提供不同遊程規劃。6.加利用資源及產業特性，發展不同體驗活動及吸引遊客。7.政府部門應辦理大型及特色的產業文化活動。8.結合地方資源特色，如泛舟、溫泉與休閒漁業活動結合成套裝行程加以行銷。
最後，相信在業者及政府共同努力下，必可為花蓮娛樂漁業創造永續發展的契機。

關鍵字

休閒漁業 ； 遊客需求 ； 資源特色

並列摘要

Not only archival research but also field study is applied by this research. The subject is to investigate the tourists traveling leisure fishery scenic spots in Hualien. There are 420 questionnaires are submitted, and the effective sample size is 390. The result reveals that the tourists prefer scenic resources and natural resources among all resource characteristics of Hualien County. Concerning leisure demands, the tourists especially put emphasis on traffic convenience, safe public facilities and accommodation. The result of field study can be concluded as bellow: the assumption that tourist resource characteristics relate to leisure services partially holds as the assumption that tourist traveling characteristics is noticeably different from leisure service demands holds.
The results of research are concluded as below: 1. With plentiful leisure fishery resources, Hualien County should constructively develop and display its unique characteristics. 2. Since fresh seafood taste and whale-watching are still tourist’s first priority, dynamical experiential activity should be subsumed in addition to marketing. 3. Improving experiential pattern and marketing will effectively increase visit rate and return rate. 4. Accommodation, repast, traffic, public facilities and management are emphasized by tourists. Therefore, not only maintaining reasonable price but
also supplying safe and comfortable environment is the key point for management. 5. According to different tourist’s demands, the correspondent tour plan should be provided. 6. To make good use of resources and industry characteristics, various experiential activities should be developed to attract tourists. 7. Government should hold large-scale and characteristic industry culture activities. 8. In combination with local resource characteristics, such as boating and thermal spring, the package tours with leisure fishery activities should be promoted.
Overall, it is believed that Hualien leisure fishery will be able to create the opportunities for sustainable development as firms and government cooperatively endeavor to work on it.

並列關鍵字

Leisure Fishery ； Tourist Demand ； Resource Characteristic

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