Tourism Development in Matsu

• Main Authors: Tsao,Chun-Guan, 曹春官
• Other Authors: Xi,Dai-Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/23986159546120035540

碩士 === 銘傳大學 === 公共事務學系碩士在職專班 === 104 === As soon as the “Mini-Three Links” policy has been implemented on January 1st 2001, it has brought the Matsu islands more tourists and therefore tourism business. This research provides a brand-new direction for current tourism development in Matsu. Based on literature review and qualitative interviews, the research has devoted to several applicable suggestions on policies, infrastructures, and software and hardware facilities. Meanwhile, it analyzes the strategy of tourism business for tourists from China, in relation to the impact of direct cross-strait flights (or shipping) on Matsu islands. The research has explored literatures in policies, local construction and tourism development of current Matsu, and conducted interviews of 10 participants, including 4 governmental servants, 3 tourism employers and 3 local inhabitants. With deep analysis, the research indicates the challenge and difficulty of developing tourism industry in Matsu. Firstly, there are not rich or profound contents at sightseeing spots. Lacking of specific local features, the sightseeing spots have not been properly integrated with each other. Secondly, though the central authority is normally willing to assist Matsu government, the local government is not capable enough to identify the need and problem of the locals. Thirdly, these are neither a main focus nor a core purpose for Matsu tourism to integrate local culture and cultural industry. The marketing scheme needs to be improved in the future. Fourthly, the infrastructures are considerably weak, not only the linkages between the islands but also the transportation outside of the islands. As for the strategy of tourism development, this research provides two suggestions as improvement: i. building a complete plan of “cross-strait one-day community” in relation to present tourism resources; and ii. improving transportation between each islands and out of islands (e.g. to Taiwan or China). In conclusion, this research has an overall review and an in-depth analysis of Matsu tourism development. It then provides practical and applicable suggestions for both government and tourism industry.