| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 97 === The sailing area for the boats to sail on Blue Freeway of Taipei City is just the waters above Guandu Bridge of Danshui River. This area belongs to inland river shipping area, with operation environment and channels’ conditions being completely different from the Blue Freeways （for fishing boats, transportation of outlying islands or ferries） of other counties and cities of Taiwan. The study collects the historical information of the water transportation of Danshui River and the related literature, together with the real working experience of the researcher, and then induces 3 major facets and 17 standards. The paper employs Analytic Hierarchy Process （AHP） for analysis, and invites the experts of the related business, authorities and academic fields to fill in the prepared questionnaires. From the research results, it is found that the priority order of the 3 facets for improving the operation performance of tourist boat business in Taipei City is “sailable channels’ conditions,” “tourist attraction” and “service quality.” These research results can be provided to Taipei City Government so as for the officials to understand that sailable channels’ conditions have to be provided on the waters of Taipei City. Only under the two conditions of “sufficient depth of channel” and “daily regular sailing schedule” can the policy of Blue Freeway development have concrete effects. As to the tourist boat business operators of Taipei City who suffer loss year by year, they should take the advantageous items of tourist attraction, including “beautiful riverside scenery” and “rich human and cultural history,” together with “clear explanation by tourist guides” and “marketing and promotion,” as a reference of their operation directions and market characteristics in order to improve the operation performance.
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