影響觀光船舶業經營績效之研究－以臺北市藍色公路為例

本研究彙整淡水河水運歷史及相關文獻，並訪談多位實務工作者，以歸納出影響觀光船舶業經營績效之三大構面及十七項準則，應用「層級分析法(Analytic Hierarchy Process，AHP)」邀請產、官、學界專家進行各準則權重之評估。研究結果發現，影響臺北市觀光船舶業經營績效之構面依序為：「可以航行的河道條件」、「觀光吸引力」、「服務品質」。在河道條件構面中以「航道深度足夠」、「每日可定時開航」的權重較高；觀光吸引力構面中則以「河岸景色優美」、「豐富人文歷史」、「行銷與促銷」等三項準則較為優先；而服務品質構面中以「航班明確」、「陸上交通可及性」、「資訊容易取得」等準則具有較高的重要性。本研究結果有助於提供市府主管單位釐清藍色公路之發展政策，對現有臺北市觀光船舶經營業者亦可提供經營策略方向之參考，以提高經營績效。

關鍵字

觀光；船舶業；藍色公路；淡水河；經營績效

並列摘要

The study collects the historical data and related literatures of the water transportation about Danshui River and interviews many practical workers to induce 3 major dimensions and 17 criteria that affect the operation performanace of cruise industry. We employ Analytic Hierarchy Process (AHP) for analysis, and invite the experts of the related business, authorities and academic fields to evaluate the above dimensions and criteria in the prepared questionnaire. From the research results, it is found that the priority order of the 3 dimensions for improving the performance of cruise industry in Taipei City is ”sailable channels' conditions”, ”tourist attraction”, and ”service quality”. Besides, ”sufficient depth of channel” and ”daily regular sailing schedule” get the higher weights in the sailable channels condition dimension; In the tourist attraction dimension, ”beautiful riverside scenery”, ”rich human and cultural history”, and ”the marketing and the promotion” are comparatively first three criteria; In the service quality dimension, the three critera: ”regular sailing schedule”, ”land transportation availability”, and ”the information easily to obtain” have the higher importance. These findings are helpful in providing the municipal government to define clearly development policy on the blue highway and provide reference of the management strategy direction to the cruise industry of Taipei City for enhancing their operation performance.