戶外休閒運動路線建構與觀光產業發展策略之研究

本文研究目的旨在探討「戶外休閒運動路線建構與觀光產業發展策略」之研究。當全球環保意識高漲，國人健康意識抬頭，且隨著近年來政府推行節能減碳政策及自行車樂活風潮，自行車運動已成為全民運動。而國內旅遊資源豐富的桃園縣，如何創造在地文化特殊性，以及有效發展區域特色之休閒觀光市場，有其重要的意義。因此，本研究以蒐集相關文獻針對桃園大溪地區現有的觀光資源、地方人文特色及自行車觀光之整合進行探討。再經由休閒觀光核心競爭力的SWOT分析，加上STP的市場潛力分析，綜合評估此區的休閒觀光競爭力。最後本研究提出桃園大溪地區休閒觀光產業未來的發展策略，以提供政府及業者在擬定休閒觀光的發展策略時之參考。

關鍵字

自行車運動；休閒觀光產業； SWOT分析； STP分析

並列摘要

This study aimed to explore ”construction of outdoor sports line and strategy for tourism industry development”. In recent years, with the strengthening of global environmental protection consciousness and the rising of people’s health awareness, and with the carbon reduction policies implemented by our government and bicycle lohas agitation, cycling has become a national movement. As a matter of fact, it is important for Taoyuan, a county with abundant domestic tourism resources, to explore how to create local cultural specificity and to explore how to effectively develop leisure tourism market with regional characteristics. Therefore, based on the collected relevant literature, this study discussed the integration of existing tourism resources, local cultural features, and bicycle tourism of Dasi, Taoyuan. Moreover, with the SWOT analysis of core competencies of leisure tourism and the STP analysis of market potential, this study did a comprehensive assessment on leisure tourism competitiveness of this region. Finally, this study proposed some development strategies for leisure tourism industry of Dashi, Taoyuan, which could be considered as a reference for our government or related agencies to formulate the future leisure tourism development strategies.