| 摘要: | 本研究首先進行遊客市場調查，以瞭解遊客對雲林縣沿海地區休閒漁業現狀的滿意程度，主要包括特色漁業資源、服務系統、交通運輸系統及行銷內容等四方面的滿意度，從而瞭解雲林縣休閒漁業發展中的瓶頸問題和現存的不足。研究結果顯示：1.遊客基本特性中，女性數量等於男性；年齡大都在31~40歲；職業以軍、公、教所占比重最大。2.在旅遊特性方面，喜歡夏季出遊；團體旅遊及自行前往旅遊各半；停留時間以1~2天的遊客最多。3.遊客對特色漁業資源滿意程度，以「漁業養殖參觀總體感覺」及「名特産與美食評價」較高，而對「觀光采捕、垂釣及水域遊憩獨特感受」及「漁村社區建設的整體感覺」則較低。4.遊客對服務系統滿意普遍偏低，以「漁區服務人員的服務意識」、「漁區各種便利設施完善程度」、「漁區內乾淨整潔程度」的滿意度最低。5.遊客對交通運輸系統滿意程度普遍偏低，其中以「漁區內景觀地址與交通的便利性」及「漁區內停車的方便性」為最低。6.遊客對行銷內容滿意程度也普遍偏低，其中以「漁區內促銷活動內容」、「漁區從業人員的素質與能力」及「漁市産品定價」為最低。同時，結合專家關於旅遊規劃方面的寶貴建議以及在充分考慮當地漁民的生活形態、觀念態度可能對規劃造成影響的前提下，以網路思考爲架構，充分發揮創新意識，以創意和活力為出發點，提出漁村社區營造休閒漁業應從以下幾點入手： 1.以觀光漁業與相關産業整體發展方式，強化觀光遊憩發展。 2.發展遊憩核心區域與多核心區域，使各遊憩資源特色發揮效果，組合各個有特色之遊憩據點發展套裝軟體遊程。 3.利用地方優勢，發展主題鄉鎮並配合主題鄉鎮研擬遊程計畫。 4.擴大風景特定區範圍，提高風景特定區之特色與等級，針對漁區遊憩資源特色加強行銷，並針對不同的消費者群體進行差別化的市場營銷、廣告宣傳和實施策略。
This research first carries on the tourist market survey, understands the tourist to Yunlin County coastal area leisure fishery present situation satisfaction, mainly includes the characteristic fishery resources, the service system, the transportation system and the marketing content and so on four aspect degrees of satisfaction, thus understands in the Yunlin County leisure fishery development the bottleneck question and the extant insufficiency. The findings showed that: 1.In tourist basic characteristic, the feminine quantity is equal to the male; Age mostly in 31~40 years old; The professional Israeli troops, male, teach to account for the proportion to be biggest. 2.In traveling characteristic aspect, likes the summer going to travel; The association traveling and goes to the traveling to be half and half voluntarily; The resident time are most by 1~2 day-long tourists. 3.Tourist to characteristic fishery resources satisfaction, “Feels and “the famous specialty by the fishery cultivation visit overall” Famous product and the good food appraisal” high, But “picks to the sightseeing catches, fishes “the whole feeling which and the waters amusement and rest unique feeling” and the fishing village community constructs” then low. 4.Tourist to service system satisfaction universal somewhat low, by “fishing district service personnel's service consciousness”, “fishing district each kind of convenient facility consummation degree”, “in fishing district clean neat degree” the degree of satisfaction is lowest. 5. Tourist to transportation system satisfaction universal somewhat low, in which “conveniences which “the landscape address and the transportation convenience and in the fishing district stops” by the fishing district in” for lowest. 6.The tourist to sells content satisfaction also universal somewhat low, In which “promotes sales the active content take the fishing district in”, “the fishing district jobholders' quality and ability” and “the fishing product fixed price” as lowest. At the same time, unifies the expert about the traveling plan aspect precious suggestion, as well as in the full consideration local fisherman's life shape, the idea manner possibly to plans has the influence under the premise, by network ponder construction, full display innovative ideology, do take the creativity and the vigor as the starting point, proposed the fishing village community builds the leisure fishery to be supposed from following several obtaining: 1. Goes sightseeing the fishery and the correlation industry whole development way, the strengthening goes sightseeing the amusement and rest development. 2. The development amusement and rest core region with the multi- cores region, enable various amusement and rest resources characteristic display effect, the combination to have amusement and rest of foothold development coverall software tourist itinerary one by one the characteristic. 3. Using the place superiority, the development subject villages and towns and the coordinate subject villages and towns grind draw up the tourist itinerary plan. 4. The expanded scenery specific area scope, enhances characteristic of and the rank the scenery specific area, strengthens the marketing in view of the fishing district amusement and rest resources characteristic, and aims at the different consumer community to carry on the difference market marketing, the advertisements propaganda and the implementation strategy. |
