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標題: 鄉村旅遊品質偏好之研究-以南投縣為例
The Quality Prioritization of Rural Tourism - A Case Study of Nantou County in Taiwan
作者: 黃啟瑞
Huang, Chi-Jui
關鍵字: rural tourism;鄉村旅遊;preference;quality;prioritization;fuzzy AHP;遊偏好;旅遊品質;指標;模糊層級分析
出版社: 應用經濟學系所
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本研究旨在以特定鄉村地區為案例,建構鄉村旅遊品質評估指標,作為台灣提升鄉村旅遊品質的參考案例。本研究以鄉村旅遊永續發展與永續經營的概念,參考旅遊發展指標、遊客偏好、旅遊品質等文獻,以及相關業者專家意見,將遊客對鄉村旅遊品質偏好區分為旅遊環境、產業與文化特性、產品、服務等四個構面,並分別設定共23個品質偏好指標項目,據以蒐集南投縣地區的160位遊客與20位當地相關業者等鄉村旅遊重要相關利益者的偏好意見,應用Fuzzy AHP方法實證分析對鄉村旅遊的品質偏好與排序,並比較遊客與業者對鄉村旅遊發展的偏好認知差異。此外,本研究也將遊客樣本依照性別、居住地點、旅遊頻率、旅遊花費等特性分群,分析比較不同特性族群遊客對鄉村旅遊品質偏好的評估重點項目。
根據實證結果獲得結論如下:(1) 應用Fuzzy AHP方法,可擴大評估者的對象與樣本數,不侷限於少數的專家,並減化繁瑣計算程序。;(2) 業者對鄉村旅遊的發展偏重於經濟的考量,偏好宗教與風俗節慶活動、休閒農業專區、及名勝古蹟與聚落等項目。對於旅遊地點的治安、環境衛生與交通較不重視;(3) 遊客對鄉村旅遊較注重遊憩與購物的考量,遊客偏好旅遊活動數量,地方特產品質,及旅遊動線規劃。對於旅遊地點的環境衛生、交通與住宿較不重視。建議政府應建立對鄉村旅遊發展的監測系統和政策架構,以確保環境永續性與提升經濟手段之間的平衡。業者應考慮目標遊客的偏好,提升鄉村旅遊品質,以促進鄉村旅遊的永續經營與發展。

This study aims at defining a methodology to improve the quality of prioritization of rural tourism measurement indicators under fuzziness in the case of Nantou County in Taiwan. To do so, a methodology based on the extent fuzzy analytic hierarchy process (AHP) is proposed. Within the model, four main dimensions; “rural tourism travel environment”, “industry and culture”, “products”, and “services”; and 23 indicators are defined. The proposed model can be used for any country. However, the results obtained in the numerical example reflect the situation of Nantou Conty in Taiwan, since the stakeholders, 160 tourists and 20 local rural tourism related businesses, are asked to make their evaluations considering the preferences of rural tourism. The samples of tourists will also be devided as groups, according to the characteristics of gender, place of residence, travel frequency, and travel expenses in products, to analysis the differences of preferences.
The results of the study indicate that: (1) Appling Fuzzy AHP method can expand the object evaluators and the sample size, not limited to the few experts, and can simplify complicated calculation process; (2) Businesses emphasis on economic considerations of rural tourism, and prefer “religious festivals and customs”, “leisure and agricultural area”, and “places of historic interest and scenic beauty”. “Security”, “sanitation” and “transportation” are less concerned by businesses; (3) Tourists tend to fun and leisure considerations, and prefer to activities, quality of product, and “travel line planning”. “Environmental hygiene”, “traffic”, and “quality of accommodations” are less concerned by tourists. The results suggest that: (1) Government should establish a monitoring system of rural tourism development and policy framework to ensure the balance between environmental sustainability and the means of enhancing economic; (2) Businesses should improve the quality of rural tourism following to the preferences of target consumers.
其他識別: U0005-2501201123510000
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