主題旅遊之遊程適宜性評估--以東北角海岸國家風景區遊程為例

Abstract

旅遊是二十一世紀人類重要的休閒活動，也是環保的綠色產業。隨著世界各國的經濟發展與生活水準提升，從事旅遊活動的人數日益增加，許多地區也將發展旅遊業視為產業轉型的良方。在旅遊活動急速發展的同時，人們也漸漸重視旅遊品質的好壞。然而旅遊品質是抽象且主觀的，隨著不同的時間、地點、對象而有所差異。而且影響旅遊品質的因素眾多，包括：風景區的資源、旅遊行程的規劃、解說與導覽、旅遊活動設計….等。因此，如何具體且客觀的評估其優劣，是一項相當受到關注的議題。 在旅遊活動中，旅遊行程是一種極具空間特性的人類行為，且深受地理環境影響。本研究針對旅遊行程的規劃進行分析，透過影響因子的抽取，建立一套評估模式，企圖找出遊客在空間移動中的最適當安排。 本研究使用層級分析法，首先經由文獻回顧、問卷調查及專家訪談抽取出影響遊程的重要因子，透過專家的經驗法則比較因子間的重要性及優先順序，然後計算出每個因子的權重，最後建立一套可具體評估的數學公式。利用此一公式計算各遊程的分數，以評估其適宜性之高低。 為驗證本評估模式的可行與準確性，本研究以東北角海岸國家風景區為例，從其現行的建議遊程中選擇四條較為熱門路線進行實際評估、分析，包括：福隆單車逍遙遊、海濱尋寶之旅、草嶺古道健行、龜山島一日遊。以問卷方式，讓當地遊客對此四條遊程進行評分，再將分數帶入本研究所產生的評估模式中分析。結果得知遊程的適宜性為龜山島一日遊最高，其次依序為草嶺古道健行、海濱尋寶之旅、福隆單車逍遙遊。 本研究提供了一個遊程適宜性的評估模式，可作為遊客選擇行程的參考依據，同時也提供旅遊業規劃的決策支援，以改善旅遊品質。

While the demand for tourism activities is growing fast, the quality of them is in increasing concern. However, the quality of tourism is abstract and subjective, varying with time, place and tourists’ preference. Moreover, there are many factors influencing quality of tourism, including resources of scenic spots, itinerary planning, tour guide service, oral or written interpretation, design of tourism activities, etc. Therefore, how to make substantial and objective evaluation of the quality is an important issue. Itinerary planning is human behavior with spatial characteristics and is thus greatly influenced by geographical environment. The study analyzes itinerary planning through extracting influencing factors to establish an evaluation model, aiming to find out optimal arrangements for tourists’ spatial movement. The study uses Analytical Hierarchy Process (AHP) as an approach, finding out factors relevant to itinerary planning first through literature review, a questionnaire survey and interviews with experts. These factors are compared in terms of importance and priority based on experts’ empirical judgment and then each factor is weighted with a numerical value. Thus, a mathematical evaluation model is established to calculate scores corresponding to relevant factors for an itinerary, with the total score indicating the relative optimality of planning for the itinerary. The study applies the model to the Northeast and Yilan Coast National Scenic Area (NYCNSA) as a case to test the feasibility and precision of evaluation. The study selected four popular ones from all tourism itineraries recommended in NYCNSA website: Fulong cycling, coastal sight-seeing, hiking along Caoling Historical Trail, Guishan Island one-day tour. Then, the study used questionnaire to had tourists on the spot evaluating the four itineraries by giving scores, the main data to be analyzed by the model. The results of evaluation show that Guishan Island one-day tour is the most optimal itinerary planning, followed by Caoling Historical Trail, coastal sight-seeing and Fulong cycling. The evaluation model is intended to provide reference for tourism consumers to choose desired itineraries as well as travel agencies to improve quality of tourism.