臺南市古蹟觀光旅遊季節性之研究

Study of Tainan seasonal tourist monuments

張美雪(Mei-Hsueh Chang)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒生活美學產業碩士專班/碩士(2014年)

摘要

觀光產業(Tourism Industry)是當代突飛猛進的一個新興事業，尤其是在最近年來，隨著社會、科技的快速進步，觀光產業也成為最重要的國家產業。觀光產業是目前全球上發展最迅速的產業之一，對於一國創造經濟收益與就業人口扮演重要的角色，當人類文明發展至特定程度後，人們除了物資的享受外，更希望能夠滿足精神與心理的需求，也因此隨著社會、經濟與文化的發展，觀光旅遊逐漸成為全球重要的產業，發揮多元性的觀光產業功能。近年來因觀光客倍增計畫與觀光拔尖領航方案的推行，帶動旅客市場的快速成長。
身為臺灣歷史重要古都臺南，擁有豐富的文化資產如傳統美食小吃，著名景點又縣市合併後，國定古蹟為23處市定古蹟為155處運用府城特有的古蹟資源推動觀光發展。而在各古蹟觀光旅遊人次不怎麼明顯，所以本研究以臺南市古蹟觀光旅遊季節性之研究來探討古蹟旅遊人次。
檢視過去國內有關旅遊的相關研究對於旅遊季節性的討論不多，本研究以Yacoumis(1980)衡量旅遊季節性時所使用的季節變動指標(Index of seasonal variation)方法，分析台南市古蹟觀光旅遊季節性，期使研究結果供相關單位擬定政策之參考。
茲就研究目的詳列如下：
1. 瞭解臺南市古蹟觀光遊客概況。
2. 分析臺南市古蹟觀光旅遊季節性。
3. 提供臺南市政府舉辦古蹟觀光之參考。
根據交通部觀光資料顯示，民國90年台南市古蹟觀光人數是2,172,137人，102年古蹟觀光人數增為4,833,789人次，12年遊客人數成長1.22倍。隨著古蹟遊客人數的快速成長，伴隨而來的關注焦點應是年度內旅遊人數分布平均的問題，亦即旅遊季節性。旅遊季節性長久以來被認為是觀光旅遊中最大的特色之一。
由旅遊季節分析可發現，臺南市文化古蹟每年2月是遊客人數最多的月份，過多的遊客在2月湧入古蹟，對於古蹟的維護是個考驗。而每年7月和8月是旅遊的旺季，但在臺南古蹟觀光卻沒有明顯出現，或因氣候的變化影響之季節淡旺季，如颱風、雨季、入學各類考試、放假、休假等因素，建議政府籍由官方產業，周邊商店、飯店、旅行社等結合配套措施平均旅客來臺南市古蹟觀光，以提升觀光旅遊的人次。
關鍵字：臺南市古蹟、文化觀光

關鍵字

臺南市古蹟 ； 文化觀光

並列摘要

Tourism Industry is a newly rapid-growing industry in the modern times, especially in the recent years, accompanied by the fast-paced progress of the society and technology; it has also become the most vital national industry. Tourism Industry is currently one of the most fast-developing global industry; it plays a pivotal role in creating national economic benefits and the population of employment. When the human civilizations develop to a certain degree, in addition to the material enjoyment, people tend to satisfy their spiritual and mental needs, therefore, with the development of society, economy and culture, sightseeing tourism gradually becomes the most important global industry, exerting the multidimensional tourism functions. Recently, due to the “Tourists Doubling Plan”and the “Tourism Top-notch Pilot Program”, which brings about the fast growth of the tourist market.

As the city of ancient historical importance, Tainan abounds with rich cultural resources like traditional local cuisine, after the merge of Tainan city and county, the 23 national-designated and the 155 municipal-designated historical sites propel the sightseeing development with its distinctive historical sites resources. However, while the time that tourist to the historical sites is not that obvious, the research is to study the seasonal Tainan historical sites tourism.
Considering very few of the past domestic researches on the seasonal discussion of the tourism, the study is using Yacoumis(1980)’s Index of seasonal variation as the measuring method to analyze the seasonal tourism of Tainan historical sites, hoping to provide the authorities concerned with the reference for the policy-making.

The purposes of the study are shown below:
1. To understand the main scenario of the tourist visit to Tainan historical sites.
2. To analyze the seasonal traits of the Tainan historical sites sightseeing.
3. To provide Tainan City Government with the reference for the historical sites tourism.

According to the sightseeing data of Ministry of Transportation and
Communications, it shows that the tourist attendance of Tainan historical sites was 2,172,137 in the year of 2001; the number grew up to 4,833,789 in the year of 2013, which has increased 1.22 times within 12 years. With the fast growth of tourists to historical sites, the subsequent focus should be placed on the issue of the equalization of annual tourist distribution, also called seasonal tourism which has been considered the one of the dominant characteristics of sightseeing tour.

Through the analysis of tourism season, we discover February is the peak time when the most of tourists visit Tainan’s historical sites; the excessive tourist swarming imposes a big challenge for the maintenance of historical sites. Otherwise, the general peak season of tourism: July and August, tourists did not apparently show up instead at Tainan’s historical sites, perhaps the factors such as typhoons, rainy seasons, many entrance examinations, taking leaves…etc. We suggest government combine the official industries, surrounding stores, hotels, travel agencies with other cooperative measures to evenly distribute the tourists to Tainan historical sites as well as boost the sightseeing tourist attendance.

Key Word: Tainan Historical Site, Cultural Sightseeing

並列關鍵字

Tainan Historical Site ； Cultural Sightseeing

參考文獻

郭孟軒（2012）臺南市古蹟遊憩效益之評估─以一級古蹟為例，嘉南藥理

科技大學，休閒事業管理所。

~以日本旅客為例」南台科技大學休閒事業管理系。

政治大學公共行政研究所。

郭俊良（2004）臺南市歷史性土城文化資產路徑與生活文化觀光建構之研