A study on the Commercial Service Characterisics in Northeast Coast National Scenic Area

• Main Authors: Lien-Yiu Chien, 簡連佑
• Other Authors: 林建元
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/37014097076844793982

碩士 === 國立臺灣大學 === 建築與城鄉研究所 === 94 === Tourism development is one of the major tasks for each government in the promotion of local economic development. Among all factors influencing the attractiveness of local tourism, commercial services such as lodging, dinning and other recreation services are the most critical factors. The Northeast Coast National Scenic Area (NCNSA) is the first national scenic area in Taiwan. NCNSA is located near to the Taipei city and it has been one of the most popular scenic areas in Taiwan. In order to improve the attractiveness of the national scenic areas, most of the traditional approaches have focused on the managing of natural resources. However, it is argued in this research that the commercial service is also a critical factor influencing the service quality and attractiveness of the scenic area. This research is aimed to investigate the characteristics of commercial services in NCNSA from both the supply and demand sides through field survey and questionnaires. It is hoped that the result can be helpful to the environmental planning for the future development of NCNSA. Major findings in this research are summarized as follows: A. Characteristics of shops in NCNSA Most commercial units in this area are providing food and beverage services. It is also found that shops are concentrated in certain scenic spots. Most shop owners are local residents and they suffered from the demand variation due to the seasonal climates and daytime and weekend peaks. B. Characteristics of tourists 1. Most tourists are one-day visitors and private vehicle is the key transportation mode. 2. Most tourists come to NCNSA for landscape-seeing repeatedly. In addition, the number of scenic spots visited is positively related to the amount of consumption. 3. Most tourists spend money on dinning in NCNSA. However, it is found that fishing visitors behaved very differently form others. Based on the research findings, for the future development, it is suggested that public media should be used for better marketing, re-education of shop owners should be done to improve service quality and vending stands can be considered to meet peak service demand. Keywords: Northeast Coast National Scenic Area, commercial service, shop characteristics, tourist characteristics