Research on the Development Strategies of Local Tourism Industry from Cruise Liner Berthing－A Case Study of Hualien

• Main Authors: CHANG, CHING-TIEN, 張擎天
• Other Authors: Lin, Maw-Cherng
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/fd347k

碩士 === 臺灣觀光學院 === 觀光與餐旅管理研究所 === 107 === Abstract The tourism industry is the world's biggest service industry nowadays. And the Asia-Pacific cruise market is the fastest growing one. There are multi-faceted impacts of cruise travel on local and regional economy, it’s a high-added-value business. It highlights the importance of cruise travel and cruise berthing in Taiwan to develop tourism related industry. This study examines the current status of tour resources of the cruise travel in Hualien through literature review, data collection, expert interviews and questionnaire survey methods. The Fuzzy analytic hierarchy process is used to explore the keys of success for the development of Hualien tourism industry in cruise liner berthing. Combine with the SWOT analysis and AHP analysis to structure and position the development of local tourism industry in cruise liner berthing. And then, sets up the development strategy of the local tourism industry in cruise liner berthing by the TOWS transpose matrix theory and the AHP analysis. Finally, following by the experts’ majority decision-making, this paper could define the short-term, mid-term and long-term strategies for the industry. This study identified the key success factors of the local tourism industry in cruise liner berthing. There are four key facets including "Policy Management", "Cruise Travel Environment", "Marketing" and "Mobile convenience". And fourteen key indicators such as “tour attraction and scenic area management”, and so on. Through FAHP and SWOT analysis, the developments of Hualien's local tourism industry including "Catering", " Hospitality", "Transportation", "Entertainment" and "Shopping" related industries in cruise liner berthing can be identified. Through FAHP and TOWS theory, it developes 36 strategies. And by using majority decision making to integrate the preferences of experts’ opinions. We define the most appropriate strategy period is：short-term：1~2 years, mid-term：3~5 years, long-term：5~7 years. The conclusions can be used as reference as developing cruise travel in local tourism-related industries. Keywords： Cruise travel, Tourism industry, FAHP, SWOT, TOWS, Hualien port