臺灣地區港區港埠美學內涵之研究

Prioritization of Port Aesthetics from Tourists’ Perspectives in Taiwan

港口經營的環境不斷變化已驅動港埠功能轉化過程，從傳統的角色到多面向的服務提供者。此外，海上觀光遊客市場的繁榮也引發停靠郵輪之碼頭岸邊服務和港口周邊環境之支援。因此相關利害關係人如港務公司，市政府與商會組織等都應參與提供相關服務並創造價值使遊客滿意度提升。本研究從美學角度出發，探討港埠扮演觀光與休閒功能時之港埠美學內涵，並凸顯港埠美學內涵在遊客市場的重要。本研究首先透過文獻的探討歸納出與港埠美學內涵相關的構面，再透過層級分析法進行問卷資料之分析以決定各構面的重要順序。本研究共收得有效樣本87 份，根據研究結果歸納出港埠美學的內涵是由五種感官知覺共20 個指標所組成，並針對歸納出之港埠美學內涵20 個指標重要順序加以討論，另外探討性別在港埠美學內涵知覺上之差異，最後提出相關理論與實務之建議。

The port industry is operated under an ever-changing environment which made the port transform herself from a traditional freight service provider to a multi-function service provider. With the fast growth of ocean tourists market, the demand for qualified on-shore services provided in the cruise terminals and port governments, chamber of commerce, etc., are involved in supplying these services to create value and satisfaction for her tourists. From the aesthetic perspective, this study aims to explore the aesthetic contents of ports that play an important role in creating values for tourist industry, and to highlight the degree of importance of ports esthetic contents in the tourist market. In order to identify the dimensions of port aesthetic contents, port aesthetic literatures are reviewed and the Analytic Hierarchy Process technique is employed to find out the relative priorities of each dimensions. A total of 87 valid questionnaires were collected. According to the results, the contents of port aesthetics can be divided into five dimensions derived from the five senses. Furthermore, we developed 20 indicators of the five senses and discuss their priorities. Finally, gender-specific differences with regard to the perceptions of port aesthetics are examined and theoretic and practical implications are provided.