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    题名: 馬祖旅遊發展關鍵因素之研究
    其它题名: A Research on the Key Factors of Tourism Development in Matsu
    作者: 林以生
    LIN, YI-SHENG
    貢獻者: 旅遊管理學系旅遊管理碩士班
    于健
    YU, CHIEN
    关键词: 層級分析法;旅遊;馬祖;關鍵因素
    Analytic Hierarchy Process (AHP);Tourism;Matsu;Key Factors
    日期: 2018
    上传时间: 2018-12-20 16:43:42 (UTC+8)
    摘要: 　　馬祖博弈公投雖通過，但卡在相關條例未立法過關，連江縣政府早已決定先發展交通與觀光，故賭場開放事件可說已事過境遷、風止浪平。各地的觀光客，為了親眼目睹戰地遺留的煙硝味及吸取那大海丘陵散發出的大自然清香，來到馬祖體驗這難得一見戰地風光，如北海坑道、芹壁聚落、神話之鳥－黑嘴端鳳頭燕鷗、擺暝等。令人驚豔唯美藍色天使般的魔幻變色龍—海上奇景「藍眼淚」，成為近年來台灣著名旅遊聖地。　　本研究採用層級分析(AHP)法，探討影響馬祖旅遊發展之關鍵因素，透過參考相關文獻及專家建議後，將其分為「交通」、「食宿」、「觀光資源」、「導覽解說人員及設施」等四類主層級，其次層級之準則分別為交通下之台馬航空、台馬海運、離島間交通、兩岸小三通，食宿下之旅館飯店、民宿、餐飲小吃，觀光資源下之戰地風光、聚落傳統建築、宗教文化、生態地質景觀，導覽解說人員及設施下之導覽人員解說技巧、導覽人員專業知識、導覽人員服務態度、導覽設施等共計15項。　　經進行產學專家24位之訪談綜合後，發現主層級權重依序為：1.交通、2.觀光資源、3.食宿、4.導覽解說人員及設施；分項目標層的整體比較以：1.台馬間航空、2.聚落傳統建築、3.台馬間海運等因素重要性較高。最後本文提出相關建議。
    　　Many tourists decided to come to Matsu to witness the scenery of the post-battlefield ruins. Some were attracted by the relaxed local atmosphere. After all, tourists often got to expose to multiple senses of enjoyment such as the North Sea Tunnel Road, the Standing Cliff, the mythical bird called Black-billed and End-crested tern, and etc. Matsu had also been classified as one of the national scenic regions. There is another unique and romantic item by Matsu's shore, the ＂Blue Tear＂. 　　This research adopts the Analytic Hierarchy Process (AHP) method to explore the key factors affecting the development of tourism in Matsu. Based on relevant literatures and experts' recommendations, I have divided my researches into four major categories, ＂transportation＂, ＂food and lodging＂, ＂sightseeing resource＂, and ＂tour guides and facilities＂.　　After conducting interviews with 24 experts specialized in industry and education field, the weights of the main hierarchy were determined to be: 1.transportation 2.sightseeing resource 3.food and lodging 4.tour guides and facilities; the overall comparison of the topics mentioned was as followed: 1. Taiwan-Matsu's air transportation, 2. Taiwan-Matsu's maritime transportation. In conclusion, the research proposed the relevant suggestions.
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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