大膽島開放對金門地區觀光發展之探討

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/28090

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Title:	大膽島開放對金門地區觀光發展之探討
Other Titles:	Discussion on the Development of Tourism in the Kinmen Area with the Opening of the Dold Island
Authors:	吳奎鈺 WU, KUEI-YU
Contributors:	旅遊管理學系旅遊管理碩士班陳志昌;歐靜蓉 CHEN, CHIH-CHANG;OU, JING-RONG
Keywords:	大膽島;觀光發展;經營策略 Bold Island;Tourism Development;Business Strategy
Date:	2019
Issue Date:	2022-03-25 09:54:17 (UTC+8)
Abstract:	大膽島屬於金門縣烈嶼鄉的一部份，島上留存許多當時軍事設施，也是金門發展觀光特點之一，大膽島於2019年3月1日正式對外開放，政府如何建構相關策略，以有效發展金門地區大膽島的戰地觀光，符合觀光旅遊多元化需求，營造大膽島觀光產業利基，是很重要的議題。本研究目的旨在探討金門地區大膽島觀光發展的利基與面臨的困境及因應策略，採用深度訪談法，針對金門地區大膽島觀光事業經營者與地方政府決策者為研究對象，以立意取樣方式，共計進行7人訪談，之後結合訪談資料，運用SWOT分析及波特五力分析模型，釐清大膽島觀光發展之優勢、劣勢、機會與威脅及競爭優勢，擬定金門地區大膽島觀光發展策略，歸納如下：一、不斷發展新的觀光遊程與觀光主題，提升觀光吸引力。二、產業合作聯盟促成水平/垂直整合策略。三、改善內部資源提升大膽島觀光價值。四、不斷開發新的觀光資源達成多角化經營策略。　　Bold Island is a part of Lieyu Township, Kinmen County, remaining many military facilities at that time, which is also one of the development of tourism in Kinmen. Bold Island was officially opened to the outside world on March 1, 2019. How the government constructs relevant strategies to effectively develop the battlefield tourism of Bold Island in Kinmen, meet the diversified requirements of tourism, and create a tourism industry niche of Bold Island is a very important issue.　　The purpose of this study is to explore the niche and the difficulties and countermeasures for the development of the bold islands in the Kinmen area. With the method of in-depth interview, the research, aiming at the tourism operator and local government decision maker of Bold Island in Kinmen area, has interviewed 7 people by means of purposive sampling. Then, combined with interview data, SWOT analysis and Porter's five-force analysis model have been used to clarify the advantages, weaknesses, opportunities,threats and competitive advantages of Bold Island tourism development. The development strategies of Bold Island in Kinmen Area are formulated as follows:1. Continuously develop new sightseeing itineraries and themes to promote the tourism attraction.2. Strategy of Industry Cooperation Alliance Promoting Horizontal/Vertical Integration.3 Improving Internal Resources to Enhance Tourism Value of Bold Island.4. The tourism development on Bold Island shall not be limited to military culture, which can be promoted in the direction of ecotourism.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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