A strategy analysis of developing the ocean tourism from tourists behaviors in Hsiao Liouciou Island

• Main Authors: Hong, Chih-Ming, 洪志明
• Other Authors: Ou, Ching-Hsiewn
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/43343142545779555522

碩士 === 國立臺灣海洋大學 === 環境生物與漁業科學學系 === 104 === 　　This study aims to investigate the behavior of visitors in Liuqiu and marine tourism development-related difficulties and challenges arising from changes in the natural environment. Through this study, it is expected that feasible coping strategies will be developed and adjustments made in order to serve as a reference for Liuqiu’s future sustainable marine tourism development. The results are summarized below: 1. Liuqiu features a unique marine coral landscape, king’s ship burning festival, and other traditional cultural characteristics, coupled with delicious local specialties. The recreational facilities have also become increasingly sophisticated through multi-planning in addition to nearby tourist attractions that come in great diversities. Today’s Liuqiu has gradually transitioned from a traditional fishing village into a pluralistic ecological recreational resort with marine tourism potential. 2. Visitors to Liuqiu comprise mostly women under the age bracket of “21years old-30 years; the majority are “students” and “unmarried’, with a monthly income of “below $20,000” and monthly travel expenses of “over $5,000”; “visitors from other counties and cities” account for the majority. 3. The majority of the students fall under “visited Liuqiu once over the past year”, mostly accompanied by colleagues, classmates, or friends. As for transportation, “motorcycles” and boats” are the main forms; as for information sources, most fall under “recommendations of relatives and friends”; as for the length of stay, most fall under “two days and one night”; as for travel expenses, most fall under “over $5,000”. In the past, “intertidal activities” had been most attractive to visitors; in the future, it is expected that “tourism items that retain the original natural landscape without exploitation” be increased. 4. The respondents’ travel motivation consists mainly of “relaxation” and “stress relief”. The most satisfying is the natural landscape of Vase Rock; the least satisfying are the tour buses on the island. 5. SWOT analysis was employed in this study. Six strategies for Liuqiu’s development of marine tourism were drafted: (1) Develop unique local characteristics; (2) Promote eco-tourism; (3) Increase marine tourism and recreation items; (4) Enhance soft power and strengthen the maintenance of hardware facilities: (5) Strengthen the advocacy of “energy saving and carbon reduction” environmental conservation; (6) Strengthen media marketing and promote 15 supporting measures, thereby actively developing omnibearing island marine tourism.