利用國際活動發展城市觀光策略研究－以高雄市為例

鄭博文 ； 邱鴻遠

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2008年度 (2008/05) Pp. 161-180

https://doi.org/10.29938/TWTOURISM.200805.0161

摘要

近年來各國城市積極舉辦大型國際活動包括體育競賽、博覽會等，不但帶來龐大的旅遊商機，也爲該城市加速建設現代化的基礎設施，提升城市位階，博得國際型觀光城市的美譽。然而高雄市經過積極爭取成爲2009年世界運動會的興辦城市，此爲高雄帶來另一個蛻變成長的契機。
高雄市擁有良好的觀光發展先天條件，但由於長期以工業、漁業發展爲主，輕重工業發展亦爲高雄市帶來許多就業機會，但在觀光環境塑造、現代化都市建設、國際化程度、觀光相關支援設施以及都市文化創意方面的發展較爲缺乏，且尚未有統合性的觀光發展組織及規劃。
本研究首先整理觀光發展及重大國際活動之相關文獻，透過南非開普敦、英國倫敦、西班牙巴塞隆納、中國北京等城市觀光策略及發展模式之案例分析，歸納出適於高雄市觀光發展的主要構面及相關發展策略，最後結合相關單位及民間組織代表，透過德菲法問卷方式來形成產、官、學三方面在觀光發展策略上的共識，以找出適合高雄市利用重大國際活動發展城市觀光之整體策略。
研究結果顯示建設城市基礎設施、健全交通運輸網路系統機能以架構出高雄市國際型觀光城市的內涵；透過招攬大型企業贊助投資、提升高雄市觀光服務產業供給、徹底執行觀光資訊傳播，行銷高雄市觀光城市品牌並結合鄰近城市的觀光資源推動、社會人文與行政部門的協調與整合；提升高雄市觀光服務系統的品質水準、充實度及國際化程度以及加強彼此合作關係，維持自然生態以永續推動觀光等策略，將對高雄市發展城市觀光助益良多。

關鍵字

國際活動 ； 城市觀光 ； 高雄市

並列摘要

Hosting mega events such as athletics and international exposition can brought huge tour business opportunities for the city and also accelerated constructing a modern infrastructure, even promoted a city rank into international fine reputation. Kaohsiung City becomes a host city of World Games 2009 luckily which giving the city another transmutes the chance of growth.
Kaohsiung City has natural condition to develop sightseeing and tourism, but attaches importance to industry and fishery development as principle over a long period of times. Although the development of light heavy industry has been bringing much employment opportunities for Kaohsiung City, the lack is molding tourism environment, modernizing city construction, internationalization, development of tourism support facilities and city cultural, and haven't had organization and programming of the tourism.
The research first reviewed references including the strategic plans used in other countries and then proposed the important factors of tourism development and mega events. Next, it based on the proposal and used Delphi Method to achieve the common consensus of tourism strategy among the government, tourism industries, and the experts in order to develop the complete tourism strategy suitable for Kaohsiung City.
The results reveal that the improvement in highest demand for the tourism in Kaohsiung is to integrate the service facilities, transportation services, and marketing individually and to establish cooperative relationship among them. In addition, the related tourism service systems should be well-qualified, enriched, and internationalized. It is also a crucial issue for Kaohsiung city to increase the amounts of visitors for overnight stay. Kaohsiung city government should cooperate with other nearby cities to develop local tour packages for attracting international tourists effectively.

並列關鍵字

Mega-event ； Kaohsiung ； Tourism Strategy ； City Tourism