海洋觀光行銷策略之研究-以基隆市為例

A Study of Marketing Strategy for An Ocean Tourism City -A Case of Keelung City

李海瑩(Hai-Ying Lee)

指導教授 ： 丘昌泰

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2009年)

摘要

本研究從觀光行銷理論為基礎加以探究，透過文獻分析與深入訪談的方式，了解基隆在發展海洋觀光上的優勢、劣勢、機會與威脅等四面向，並根據SWOT中的內部優勢與外部機會分析，歸納出基隆發展海洋觀光的策略定位，提供有別於其他地方的觀光型態，將基隆塑造為「國際海洋文化觀光遊憩城市」的形象，善用基隆獨特的地理環境，主打海洋觀光以及島嶼觀光的特色，結合海上藍色公路，提供遊客新的觀光旅遊景點；進而針對基隆海洋觀光資源，經由5P行銷組合，發展適合基隆之海洋觀光行銷策略，期望提振基隆整體發展。全文的最後，進一步針對研究發現提出政策建議，以供未來實務與後續研究之參考。
經由本研究對於基隆發展海洋觀光之分析，瞭解到基隆的確是一個擁有豐富海洋觀光資源的地方，對於開發海洋觀光產業具有很大的發展潛力，只要我們重新認真思考，基隆和海洋之間密切的關係，了解基隆相關產業發展，善用基隆的觀光資源優勢，進而讓更多人了解基隆，把握國際郵輪觀光客的利基，俾能開創國際海洋觀光市場，將基隆打造為國際海洋文化觀光遊憩城市。最後提出對於基隆發展海洋觀光行銷的研究建議，主要為研擬一個「基隆市觀光發展旗艦計畫」，透過整體的觀光發展計畫，一方面提供給基隆市政府作為運用參考，另一方面則期望本研究結論能獲得實務驗證的機會，成為基隆未來推廣觀光努力的方向。

關鍵字

海洋觀光 ； 觀光行銷 ； 行銷策略 ； SWOT分析

並列摘要

This study is taking the theory of tourism marketing as a foundation, through literature review and qualitative interview to discover the strengths, weaknesses, opportunities and threats of ocean tourism development in Keelung, and according to the SWOT analysis in internal superiority and the exterior opportunity analysis to summed up in Keelung the strategic positioning of the development of ocean tourism, apart from other parts of the tourism patterns, will shape "the International Ocean of Culture and Tourism Recreation City" image in Keelung. To make good use of unique geographic environment in Keelung, and to emphasize on the characters of ocean tourism and island sightseeing, to combine the ocean blue ship route, to offer tourists a new tourist attractions, and then for the ocean tourist resources, through the 5P marketing mix to develop appropriate marketing strategies in Keelung of ocean tourism, hoping boost the overall development of Keelung. The full text of the final, and further policy recommendations for the study found that in order to practice and follow-up study for future reference.
According to the analysis of developing ocean tourism in this study, we know that Keelung is rich in tourism resources indeed and there is great potential in developing marine tourism. As long as we rethink the close relationship between Keelung and the ocean, to understand the development of related industries and to use the most of tourism resources, thereby allowing more people know about Keelung. Grasp of the international cruise tourists niche, so as to create an international ocean tourism market, shape Keelung as the international ocean of culture and tourism recreation city. In conclusion, with the development of ocean tourism marketing for the Keelung research proposals, mainly to develop a "Flagship of Keelung Tourism Development Plan", through the overall tourism development plan, on the one hand provided to Keelung City Government as the use of reference, on the other hand, hope that this study concludes that access to practical proven opportunity to become Keelung direction of future efforts to promote tourism.

並列關鍵字

ocean tourism ； tourism marketing ； marketing strategy ； SWOT analysis

參考文獻

丘昌泰（2000），《公共管理－理論與實務手冊》。台北：元照出版社。

陳玉梅（2004），《全球化趨勢下的城市行銷策略－以台北市觀光行銷為例》，國立台灣大學商學研究所碩士論文。

楊正寬（1997），《觀光政策、行政與法規》。台北：揚智文化事業股份有限公司。

王育群（2000），〈簡介「二十一世紀台灣觀光發展新戰略」〉，《大葉學報》，第9卷，第2期，頁15-17。

許文聖（2005），〈我國海洋觀光遊憩發展現況與展望〉，《研考雙月刊》，第29卷，第4期，頁56-64。