基隆市港發展觀光旅遊行銷策略之研究

The Strategy of Tourism Marketing for Keelung Port

張志清(Chih-Ching Chang) ； 張婉君(Wan-Chuny Chang)

《全球管理與經濟》 7卷2期 (2011/12) Pp. 39-55

https://doi.org/10.6565/JGME.2011.7(2).3

摘要

基隆港憑藉著優越的地理位置，成為重要的貿易港口。早期航空客運未普及時，其亦為台灣主要的客運港。但近幾年，因臨近港口提供先進的港口設備及優惠的關稅措施，加上地形狹隘，對大型貨櫃船無法提供足夠的港口服務，導致基隆港面臨激烈的競爭。有鑑於此，基隆港必須考量從事包含客運、觀光旅遊及貨櫃裝卸等多功能的服務與策略，以提升競爭力。近年來隨著現代人注重生活品質，觀光風潮興盛，海上客運及旅遊漸興起，導致觀光遊憩活動已成為趨勢。然而，基隆港的現有條件及待改善與加強為何？要如何運用相關策略以提昇基隆港都意象並與現行觀光政策結合，朝改善基隆港發展方向及促進地方發展的角度，探討基隆市港觀光旅遊策略，如何有效的帶動基隆市的發展，為基隆經濟發展帶來新契機。本研究探討基隆港市自然及人文環境，包含歷史古蹟、地理位置、人口及經濟環境，港口營運現況並參考基隆市政府所提之都市更新與港市合一等未來發展計畫。實際上，基隆有足夠的觀光資源，可以發展成一個以海洋為基礎的旅遊城市。

關鍵字

基隆港 ； 觀光 ； 整體規劃 ； 港都意象

並列摘要

Keelung Port has become an important trade port for several decades based on its advantageous location. In earlier ages when air transportation for passengers was not so popular, Keelung Port also acted as a key passenger port. However, in recent years, Keelung Port faces keen competition from its neighboring ports which offer advanced port facilities, preferential port tariff, as well as its space limitation and cannot offer sufficient port services for those big containerships. The Port therefore needs to consider those strategies to provide multi-functional services including passengers, tourist activities, container services, etc., in order to upgrade its competitiveness.As qualities of life and leisure being taken serious in daily life during these years, marine transportation and traveling are rising up as well, and tourism becomes one of the unavoidable tendencies to Taiwan's future developments. Then, what are the overall requirements needed for Keelung harbor to reform itself from business port into tourism harbor? The purpose of this study aims to answer the above questions, and seeks to find the critical issues needed, for the developments of both Keelung harbor and Keelung's economy. This paper reviews the natural and human environment of Keelung Port and Keelung City, including their historical buildings, locations, human and economic environments, present port operation situation and its future development plans. In fact, Keelung possesses a very good status to develop marine related tourism resources and is suitable to develop itself as a maritime-based tourism city.

並列關鍵字

Keelung Harbor ； Tourism ； Integrity Planning ； Harbor City Image