| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 103 === Maokong tea industry district, which located in Wenshan, is one of the important tourism and leisure industry District in Taipei City. MaoKong area is famous for its rich natural resources in forests and spectacular scenes and has been zoned as a “resevation area”, where land usage and developmet is constrained by strict laws and regulations.
Maokong Gondola has been viewed as an important resource and new image to reconstruct tourism development in Maokong area, since it operated in July, 2007. As the Maokong Gondola was built to improve traffic conditions and to further boost the tourism around Maokong, the primary purpose of this study is to evaluate the economic impacts of Maokong Gondola.
The research begine with to study and explore the rise and fall of the Maokong tea culture industry, and its influence on local society and economic development, as trying to find out the current development challenges. And provide some recommendations or policy suggestions for future development of Maokong tea leisure industry.
The research was mainly conducted by using surveys, as the help of in-depth interviews, physical participation and observations. The interviewees were selected from the locoal shopkeeper. The research used questionnaire survey, and a total number of 39 valid questionnaires were collected through face-to-face survey from locoal shopkeeper.
Based on the result of the economic impact analysis, the study provides five suggestions for boosting the tourism in the Maokong tea industry district：
(1) Integrated transportation and leisure industries around Maokong.
(2) Review legal restrictions, improve the local tea industry characteristics.
(3) Strengthen the industrial and tourism marketing.
(4) Make good planning route signs and directions logo
(5) Promote Ecotourism
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