最佳化老街旅遊動線規劃模式之探討──以鹿港老街為例

Optimal Traveling Route Planning for Old Street: A Case Study of Lukang Old Street

自政府實施週休二日以來，各地方均掀起一股老街朝聖巡禮熱潮；鹿港地區因擁有特殊的人文建築景觀，假日來訪遊客人口眾多，但因目前並無一套完整的旅遊動線導覽系統可供民眾參考使用，因此常造成遊客乘興而來敗興而歸，不知到何處去體驗真正的老街文化之旅，也造成該地區旅遊品質下降。因此本研究希望能藉由詮釋結構模式（inter-pretive structural model, ISM）的推演分析，來得出最佳化老街旅遊動線規劃，最終透過ISM模式的分析將鹿港老街20個著名景點依屬性規劃成六大群組：（1）廟宇巡禮；（2）文化巡禮；（3）古厝巡禮；（4）建築巡禮；（5）老街巷弄巡禮；（6）古早生活巡禮；最後期望藉由此項老街旅遊動線規劃研究，以提升消費者旅遊滿意度，促進老街觀光發展，此為本文最主要的研究目的。 Increasing numbers of people have visited old streets following the introduction of the policy of having two-weeks holiday in Taiwan. Many people visit Lukang Old Street on holidays due to its unique people, architecture, and landscape. At present, there is no traveling route planning or navigation system. People come to Lukang Old Street excited, but leave greatly disappointed; they do not know where to go to experience cultural tourism in old street, resulting in decreased travel quality. Therefore, this research aimed to establish optimal traveling route planning for Old Street using an Interpretive Structural Model (ISM). Based on the attributes, we identified six groups of 20 scenic spots in Lukang Old Street via deduction and analysis with ISM. These were: 1) the temple tour; 2) the culture tour; 3) the old house tour; 4) the architecture tour; 5) the lane and alleyway tour; and 6) the old lifestyle tour. We expect to raise consumer travel satisfaction to enhance tourism development for old streets by utilizing optimal traveling route planning. This is the main research purpose of the present paper.

Increasing numbers of people have visited old streets following the introduction of the policy of having two-weeks holiday in Taiwan. Many people visit Lukang Old Street on holidays due to its unique people, architecture, and landscape. At present, there is no traveling route planning or navigation system. People come to Lukang Old Street excited, but leave greatly disappointed; they do not know where to go to experience cultural tourism in old street, resulting in decreased travel quality. Therefore, this research aimed to establish optimal traveling route planning for Old Street using an Interpretive Structural Model (ISM). Based on the attributes, we identified six groups of 20 scenic spots in Lukang Old Street via deduction and analysis with ISM. These were: 1) the temple tour; 2) the culture tour; 3) the old house tour; 4) the architecture tour; 5) the lane and alleyway tour; and 6) the old lifestyle tour. We expect to raise consumer travel satisfaction to enhance tourism development for old streets by utilizing optimal traveling route planning. This is the main research purpose of the present paper.