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請使用永久網址來引用或連結此文件: https://dyhuir.dyhu.edu.tw/ir/handle/987654321/409

題名: 基隆海洋休閒產業規劃與行銷(以外木山、大武崙海域為例)
其他題名: The Planning and Marketing of Oceanic Leisure Industry in Keelung-example for Waimushan and Tawulun Coast
作者: 呂景發
貢獻者: 鄭俊彬
關鍵詞: 外木山;大武崙;海洋休閒;王爺節慶;長泳;夏之戀;Waimashan;Tawulun;Marine Leisure;Royal Highness Festival;Long Beach;Summer Love
日期: 2010
上傳時間: 2011-09-30T02:46:36Z
出版者: 經國管理暨健康學院;健康產業管理研究所
摘要: 本論文主要目的是想要暸解目前政府當局,無論是中央或地方,為挽救漁村經濟及開創海洋休閒產業,不斷地推動開發沿海休閒景觀及富麗漁村之計畫,各地方政府也不斷複製相同景觀及富麗漁村的方法,但有些規劃似乎沒深入地探察各地海洋民俗風情,保留各地的海域特色,開創更多的海洋休閒活動,吸引更多的休閒者。因此本論文針對外木山、大武崙附近海域,對政府和民間曾投入的建設進行檢討和建議,應用SWOT和STEEP的分析方法分析此海域發展海洋休閒活動的條件和方向,且設計問卷訪談方式,深入社區,進行訪談工作。本問卷分為和平島220份問卷,大武崙及外木山92份問卷,共312份問卷做訪問,採遊客及住家居民兩種方式,針對外木山與大武崙及和平島之受訪者,對於政府推動觀光旅遊政策配合基隆地區沿海社區規劃。受訪內容包括實質效益、施政所帶來的困擾、有關單位之協商、具體措施該如何呈現、主題特色、推動過程之建議,以及對政府政策計畫個人感受之宣導、正面意義、負面意義、施行評價,做深入且多方面的研究。進行海洋休閒資源的調查,期能在不破壞自然景觀的條件下,應用原有海洋文化活動下,來進行休閒活動設計與探討,提出一套可行的休閒辦法。
本研究重要發現如下:
一、從SWOT分析中可看出外木山、大武崙海域最大優勢和機會是海洋性的休閒活動如晨泳、海泳、沙灘戲水、獨木舟等海域活動,最威脅和弱點是位於都護區,都市計劃變更太慢,影響開發,且與鄰近海岸和漁村休憩活動同質性太高,阻礙其發展,但是若能把握其生態特色和獨特的海域休閒和節慶活動,仍然有機會。
二、從STEEP分析中可看出外木山、大武崙海域最大阻礙是人口的外移,漁民因魚產資源枯竭和油料高漲等因素,常年未出海捕魚,生計困難。因沿岸帶動休閒引起攤販群聚,並未改變漁民經濟,反而製造公害,破壞環境生態。此外都市變更計劃太慢、BOT廠商退出等不利地方發展休閒遊憩產業。
三、從問卷調查沿海社區休閒規劃實質分析中,經濟效能的提升最重要,足見所有休閒規劃及設施一定要提高社區的經濟效益。其次為社區資源提升,休憩設施投入,要增加社區資源的應用,要讓社區享有更多的資源。再來是社區特色的展現,社區興建休憩設施,一定要展現社區特色,而非複製別的社區的複製品。再來分別是促進社區經濟繁榮,可見讓社區賺很多錢,已不是很重要話題。有一部分問卷者想深入暸解漁村的風俗民情。漁村社區設施的重建和社區的繁榮、社區的發展也相當被注重。最後三項分別是人文藝術的提升、增加工作就業機會、住屋房價的提升。這三部份,尤其是人文藝術的提升,一般受訪者比較強調保留在地漁村特色,不要為迎合外來觀光客去做任何改變,尤其是漁村的建築上。常年經濟低迷導至受訪者,尤其是漁村的受訪者比較嚴重看法,表現在房價的提升,和增加工作幾會,因為在整體大環境沒改變以前,這是漁村做不到。
四、從問卷調查中來看觀光旅遊政策配合外木山地區沿海社區規劃,具體措施需要呈現,優先選項為:海水浴場,受訪者認為本區應先建立海水浴場。再來為濱海腳踏車休閒區,期能吸引一批愛好自行車休閒者。海洋解說員訓練,其種子隊訓練班,也是受訪者認為地方政府急需建立的機構。親子潮汐遊戲區,擇一處成立親子潮汐遊戲區,則必定相當吸引親子同遊之休閒旅客。潛水公園,配合此海域之特色。居最後三項幾乎和文化有關,如船舶、捕魚技術、萬國貨櫃百貨區,都是受訪者最不喜歡者,建議政府單位,不要考量在外木山設立。
五、從問卷調查中來看外木山設置海洋休閒主題特色方面的呈現,最高的是海洋休閒廣場,因為是多元性,且比較屬海域主題樂園,所以受訪者建議設立意願相當高,政府單位規劃海域休閒時,可以列入參考。接著是追逐魚季,市政府正在推動海域「鎖管季」,建議可以推廣至牽罟、花枝、小卷、飛魚季等季節性活動。飲食文化館,新鮮的海產消費還是廣受歡迎,但希望政府規劃時,能具水平以上的海產店,非流於攤販式海產店。民俗節慶活動及遊艇專用海域區設立,尤其是外木山王爺巡海節慶及草鞋季節慶,都是值得推廣。海洋產業文化館,這也是受訪者認在外木山成立海洋產業文化館,把傳統產業轉成服務業,可以吸引更多休閒客。
六、除了問卷調查規劃的未來設置海域休閒活動外,目前外木山、大武崙海域推動海洋休閒活動如王爺巡海節慶、外木山海上4000公尺長泳活動、全國小型風帆船競賽、風魚同舟節慶及-「夏之戀」~情人湖濱海大道嘉年華等海域活動,無論其興起與消失,政府有責任恢復和推廣,讓外木山、大武崙海域海洋休閒遊憩無論在人文節慶或海域休閒都非常吸引休閒客到外木山、大武崙海域來休閒。
七、為整體海岸景觀完整規劃著想,此海域休閒遊憩規劃應併入東北角國家海洋風景區,成為國家海洋風景區的一部份,除了可挹注中央資金外,并可成為東北角國家海洋風景區中點站,可以吸引更多休閒客,且此海域的海洋節慶活動,如王爺巡海節慶、全國小型風帆船競賽、風魚同舟節慶等已消失休憩活動應持續推動,在中央海岸景觀規劃下,和海洋節慶相輔相成,必可以吸引更多休閒遊憩客進入外木山海域從事休娛樂。
In recent years, to save the fishing village economy and to create a marine leisure industry, coastal landscape and fishing village leisure development continuously and rapidly. Hence, local governments copy the same landscape by the same way and the marine folk customs have not been considered during plan implements. To create more marine leisure activities and to attract more leisure population retention local marine characteristics weere necessary and urgent. The aims of this study were to survey and discuss the investment in Waimashan and Tawulun Coast by the government and civil construction, then to make recommendation to government. Research methods used include SWOT and STEEP analysis to analyze the requirement and orientation of marine leisure, the questionnaire were designed to the community for interviews. The questionnaires divided tourists and residents version, and distributed Peace island 220 questionnaires, Waimashan and Tawulun coast 92 questionnaires, total 312 questionnaires were returned, to understanding the government policy to promote marine tourism from public viewpoint. Respondents included: substantial benefits, policy barrier, related department consultation, definite rendering method, and the perception of government propaganda, positive and negative meaning, comply evaluation. According marine leisure source investment and under the natural landscape without damage, designs marine leisure and construct feasible marine leisure program.
The major finding of this research as:
1.According SWOT analysis can be seen from outside the Wood Mountain, Wu Lun Hai greatest strengths and opportunities domain maritime leisure activities such as morning swimming, sea bathing, beach swimming, canoeing and other water activities, most threats and vulnerabilities is located in all care areas, urban planning is too slow to change and affect the development, and the adjacent coast and fishing recreational activity too much alike, hinder million of their hair, but if we understand its ecological characteristics and had a unique leisure and festival area, still have a chance.
2.Second, the analysis can be seen from the outside STEEP Wood Mountain, Wu Lun Hai biggest impediment to the domain relocation of the population, the fishermen due to depletion of fish resources and rising fuel and other factors, often at the end of fishing, subsistence difficulties. Leisure drive along the coast caused by cluster vendors, fishermen did not change the economy, but manufacturing pollution, environmental health approach. In addition, the city plans to change is too slow, BOT and other adverse local manufacturers out of the development of leisure recreation industry.
3.Surveys of the coastal community recreation planning in real terms, the economic performance of the promotion of the most important demonstration of the planning and all leisure facilities must improve the economic benefits the community. Followed by the community resources to enhance, recreational facilities investment, to increase the area of application of resources, making communities have more resources. Again show the community characteristics, community amenity, we must show the community identity, not a copy of copies of other communities. Come are to promote community economic prosperity, so that the community can see a lot of money, is not very important topic. Part of the questionnaire wants to understand the custom of fishing conditions. Fishing community facilities renewal, and prosperity of the community's prosperity and community development rather be focused. The last three are the humanities and arts to enhance and increase employment opportunities for work, housing prices improved. These three parts, especially the humanities and arts to enhance the general respondents to retain a greater emphasis on fishing in the ground color, not to cater to foreign tourists to do any changes, especially fishing village architecture. Annual economic downturn leading to the respondents, especially those fishing villages by the more serious view, reflected in the price of the upgrade, and the work of a few will increase because the overall environment did not change the previous, a fishing village can not do this.
4.Four terms from the survey with the tourism policy of coastal areas outside the Wood Mountain community planning, specific measures need to be present, the priority options are: seawater baths, respondents believed that the District should establish beach. Coastal recreational area for the bike again, hoping to attract a number of leisure who love bikes. Marine guide training, the seeded Course, also the respondents think that local governments need to establish institutions. Family tidal games area, select a game to set up parent-child tidal zone, the child must be very attractive for leisure travelers with the tour. Diving Park, with the characteristics of this area.Home the last three almost and culture, such as ships, fishing techniques, department stores area container nations are the most respondents who did not like the proposed government, not to consider the establishment of outer wooden hill.
5. Five terms from the survey of marine leisure outside the wooden hill to set the theme characteristics of the presentation, the highest marine leisure square, as is the diversity, and more an area theme park, so the wishes of the respondents recommended the establishment of a high, the government plans Marine leisure time, be included in the reference. Followed by chasing the fish season, the city government is promoting the area, "squid season," proposal can be extended to pull Picnic, squid, small volume, the flying fish season and other seasonal activities. Food cultural centers, production and marketing costs of fresh sea or popular, but hope that the Government plans, to a level above the seafood shop, non-flow-style seafood restaurant on the street vendors. Folk Festivals and the yacht set up special sea areas, especially the sea patrols outside the wooden hill Ye Qing seasonal festivals and sandals are worth promoting. Marine Industry Museum, which is the respondents considered the establishment of the marine industry, outer wood Hill Museum, the traditional industries transformed into services, can attract more leisure travelers.
6.In addition to the planned future surveys install marine leisure activities, currently outside the wooden mountain, Tai Mo Lun Hai domain to promote the marine leisure activities such as Royal Highness patrol sea festival, foreign wood Mountains 4,000 meters long swimming activities at sea, the national small sailboat race, the wind fish on the same boat festival and - "Summer Love" ~ Lake Marina Boulevard carnival sea activities, regardless of the rise and fall, the Government has the responsibility to restore and promotion, so that foreign wood Mountains, Big Wu Lun Hai domain of marine leisure and recreation, whether in the humanities festival or sea leisure are very to attract leisure travelers to the outer wood Mountain, Wu Lun Hai domain to leisure.
7. a complete plan for the sake of the whole coastline, this area recreation planning should be incorporated into the Northeast Coast National Scenic Area Ocean, becoming a part of the National Marine Scenic Area, in addition to running into the central funds, and may become a scenic Northeast Coast National Marine District midpoint station can attract more casual visitors, and the oceanic events, such as Royal Highness patrol sea festival, the national small sailboat race, the wind has gone fishing on the same boat festivals continue to promote leisure activities should be in the Central Coast Landscape Next, and marine festival complement will attract more customers into the outside recreation area in closed timber mountain entertainment.
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