[ 摘要 ]

摘 要



依交通部觀光局之數據顯示近五年來台旅客人次不斷增加，從92年的224萬人次到96年的352萬人次；「台北」是旅客最主要遊覽及喜愛的縣市，烏來雖地處台北但觀光人口數逐年下滑，五年流失20萬人，吸引力逐漸消失，根據研究指出烏來其實可以朝向運動觀光的來發展因此推論若是由戶外運動推廣烏來能加深遊客的旅遊體驗，建立出更高的旅遊價值，因此本研究主要目的探討發展烏來地區的戶外運動對觀光是否有所助益，過程中研究到烏來地區觀光形象、經濟效益的衰退，與如何運用戶外運動創新烏來的觀光吸引力。本次研究設計，採用質化研究中深度訪談與焦點團體法進行，共訪談熟悉烏來觀光旅遊業之八位專家，及兩組焦點團體人員分別為在烏來「有戶外運動的經驗者」與「無戶外運動經驗者」之消費者。研究結果共分為以下五點：一、烏來戶外運動意識尚未建立；二、烏來的觀光形像需要更新，以泰雅族文化重新出發；三、提升烏來觀光競爭力的首要任務是做出市場區隔或是從民間尋找營利組織介入；四、戶外運動是可行的，但交通問題是發展的最大阻力；五、戶外運動要能發展得起來需要「宣傳」與「互補性遊憩」的搭配。建議裡最重要的範疇是建立出服務整合平台，其二是在地化的遊程設計。

[ 英文摘要 ]

Abstract



The number of tourists has been growing around Taiwan from 2,240,000 in 2003 to 3,520,000 in2007, according to the statistics offered by Tourism Bureau, R.O.C. Taipei is the main tourist attraction and also is the most favorite to the tourists. Though Wulai is located within Taipei, it lost the attraction gradually and the population traveling to Wulai has been falling with a 200,000-decreasing in the past five years. Research indicated that Wulai can be leading into the Sport Tourism form to pursue a further development. This study remarked mainly on the issue of whether it would be beneficial to the tourism of Wulai area by promoting outdoor sport. The tour image and recession of economic of Wulai area, and how to apply outdoor sport to create an innovative Wulai are presents in this study. Deep interview and focusing group of qualitative research are designed in this study. Eight experts who are familiar with tourism in Wulai area are interviewed as individuals. In the focusing group interview, interview candidates were separated into two teams which were “out door sport-experienced consumers in Wulai” and “out door sport-inexperienced consumers in Wulai”. There are four results in the research. (1) People lack for cognition of outdoor sport in Wulai; (2) The Atayal culture can revitalize the Wulai tourism image ; (3)Making of segmented market or leading profit organizations into Wulai area must be prioritize in the purpose of increasing the competitiveness of Wulai area ; (4) In the practicability of outdoor sport, the development of outdoor sport is handicapped most serious by communication barrier; (5) Development of Wulai area is expected under the implementation of promotion and complementary recreational activities. In the discussion, the most important thing is to build an integrated platform of service. Secondly, to design local tour programs is also essential.