台中市自行車道之運動觀光產業分析

Analysis of the Sports Tourism Industry of Taichung Bicycle Way

李名華(Min-Hwa Lee)

《嶺東體育暨休閒學刊》 18期 (2020/06) Pp. 35-45

摘要

政府大力行銷觀光事業，運動觀光在台灣極具發展潛力，如果地方政府善加利用行銷策略創造觀光的多元化，將可吸引人潮，促進區域發展。自行車曾經是現代人所依賴的重要交通工具，但隨著科技的進步，如今已經被汽、機車及各式的大眾運輸交通工具所取代，而逐漸退居為學生族群之運動、交通、休閒及遊憩的角色。近年來，在節能減碳和健康至上的概念推波助瀾之下，在國內又再度掀起一波騎自行車的風潮。兼具休閒、健康、節能、經濟特性的自行車運動深受台灣民眾歡迎，成為熱門之觀光旅遊活動。東豐自行車綠廊及后豐鐵馬道連續三年的觀光人次飆破千萬，去年更居全國公營遊樂區的遊客人數之冠，遊客絡繹不絕固然可喜，但如何藉此優勢，微幅修正其細部缺失，提升遊客之再訪率，至關重要。因此，本文主要以探討東豐自行車綠廊及后豐鐵馬道之運動觀光產業分析，並將所得知結果提供產、官、學、研界作為後續經營管理及發展之建議，進而希望台中市的自行車道之規劃皆能參考其優缺點。

關鍵字

東豐自行車綠廊 ； 后豐鐵馬道 ； 運動觀光 ； 自行車道

並列摘要

The government is vigorously marketing tourism, and sports tourism has great potential for development in Taiwan. If local governments make good use of marketing strategies to create tourism diversification, it will attract people and promote regional development. Bicycles used to be an important means of transportation that modern people rely on, but with the advancement of technology, they have been replaced by automobiles, locomotives, and various types of mass transportation vehicles, and gradually retreated into sports, transportation, and leisure for the student population. In recent years, driven by the concepts of energy saving, carbon reduction and health supremacy, another wave of cycling has been launched in China. The self-advancement sports, which combine leisure, health, energy saving and economic features, is very popular with the people of Taiwan and has become a popular tourist activity. The number of tourists in Dong-feng Bicycle Green Corridor and Hou-feng Railway Road soared to 10 million for three consecutive years. Last year, it ranked first in the number of tourists in public recreation areas in the country. The flow of tourists is certainly gratifying, but how to take advantage of it, slightly revised The lack of details makes it important to increase the revisit rate of tourists. Therefore, this article mainly discusses the sports tourism industry analysis of Dong-feng Bicycle Green Corridor and Hou-feng Railway Road, and provides the knowledge results to the industry, government, academia, and research circles as suggestions for subsequent management and development, and hopes that Taichung City's planning of the bicycle way can refer to its advantages and disadvantages.

並列關鍵字

Dong-feng Bicycle Green Gallery ； Hou-feng bikeway ； sport tourism ； bicycle way