貓空纜車為台灣首座具有觀光及大眾運輸性質之纜車系統，由政府投資十三億，希冀藉由纜車的設置改善貓空地區假日交通擁擠問題，同時提升本地的觀光吸引力，帶動觀光發展活絡地方產業。貓空纜車營運首年搭乘人數突破五百萬人次，遠超越原先的預期，纜車特殊的觀光吸引力為地方觀光帶來人氣，但是否也能有效帶動地方產業發展值得探討。本研究的主要目的為評估纜車所引發的經濟效益，檢視貓空纜車的設置經驗，供政府未來投資經營觀光地區之參考。本研究經由四百位旅客之問卷調查及店家訪談，瞭解纜車通車後貓空地區觀光產業發展的變遷，並藉由投入產出模型評估貓空纜車設置之觀光經濟效益，釐清觀光發展所面臨的課題，進而提出貓空地區觀光發展策略。
研究結果發現，貓空纜車開通使貓空自地方休憩景點升格為國民旅遊景點，台北縣市以外的旅客比例明顯上升，並增加團體旅客的到訪，纜車體驗勝過登山健行與泡茶品茗，成為旅客前來貓空旅遊最主要的遊憩活動。然而，旅客數量的增加並不等同於觀光產業發展的蓬勃，由旅客問卷調查結果發現，旅客在當地的旅遊消費並不熱絡，旅客在貓空地區停留時間偏低，近五成旅客停留不到一小時。經濟影響分析結果顯示，觀光纜車業的產出乘數為1.007，顯示貓空纜車所引發之外溢效果有限，未能發揮帶動周邊產業的功效。究其原因，貓空地區觀光發展存在有纜車體驗與地方特色未做適當連結、貓空茶文化的消逝，以及地方觀光供給系統品質未能同等提升等問題。
因此，在傳統產業轉型觀光的歷程中，政府除需積極進行觀光投資建設之外，為求有效提升觀光經濟效益，本研究提出下列觀光發展的策略建議，以供政府未來經營觀光地區之參考：一、加強地方傳統產業之經濟鏈結，避免經濟遺漏，有效提高經濟效益；二、以地方特色為核心，發展多元觀光，刺激旅客在當地的旅遊消費；三、提升觀光供給系統之整體品質，延長旅客在觀光地區的停留時間，連帶提升旅客的旅遊滿意度；四、進行遊程規劃，有效串連景點，擴大經濟影響範圍，有效帶動周邊產業發展。經由相關配套措施的施行，加強觀光建設與地方觀光系統的連結，提供更優質的旅遊環境，輔助政府藉由觀光投資建設以提振地方產業經濟之目標的達成。 / Taipei Maokong Gondola, the city's first cable-car system, was inaugurated at July 4, 2007, and has attracted more than 5.12 million passengers on the first year of operation. As the Maokong Gondola was built to improve traffic conditions and to further boost the tourism in the tea-growing area around Maokong in the rural Wenshan District, the primary purpose of this study is to evaluate the economic impacts of Maokong Gondola. The study sampled 400 tourists to estimate the change in the number and types of tourists visiting the Maokong area, and futher applies the change in the expenditures of tourists to a regional input-output model to determine the economic impacts.
The study result indicats that the operation of Maokong Gondola contributed an increasing proportion of tourists from other cities to Maokong, making the area a national traveling spot. However, the expenditures of the tourists in the Maokong area did not raise at the same time. The economic impact analysis shows that the sales multiplier of cable car tour is only 1.007, indicating a limited economic benefit. Based on the result of the economic impact analysis, this thesis provides four suggestions for boosting the tourism in the tea-growing area around Maokong: (1) Strengthen the economy chain knot between the traditional industries and the service industries to avoid the economical leakages. (2) Take the local characteristics as the core while developing various activities. (3) Improve the quality of the whole tourism supplying system. (4) Connect the scenery spots around Maokong to expand the boundary of the economy influence.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095257008 |
| Creators | 朱沛婕 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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