| Summary: | 碩士 === 銘傳大學 === 公共事務學系碩士在職專班 === 105 === Concerning the developing history of Matsu, the economic activities largely relied on local garrisons and formed military-based economic activities during the military control period. However, after the release of controlment, local economic and industry have been seriously influenced due to the decrease of garrison and forced the military-based economy transferred to tourism economy. With the opening of cross-strait visiting policy, offshore island residents could visit Fujian and Xiamen through Hong Kong or Macau. And the formation of “Mini Three Links” not only facilitated the communication of commerce and culture but also created the unique meanings to offshore island’s tourism economy.
This study focuses on the discussion of developing and influencing factors of Matsu after the formation of “Mini Three Links”. Three key findings were obtained through the research: First, “Mini Three Links” policy has no specific effectiveness on the tourism development of Matsu. The main reason is the opening of transit in 2008 and direct cross-strait flight in 2009, resulted in the circumstance that tourists and businessmen from mainland China seldom visited Matsu. Second, transportation factor impedes the development of Matsu tourism. The main reason is the negative attitude of central government on improving the Matsu transportation and local government unable to propose specific strategies to improve the tourist detention problem due to climate and transportation factors. Third, the lack of marketing largely influenced the development of Matsu tourism. Based on the research, due to the lack of funds and marketing experts, Matsu is shortage of “integration” concept and “sustainable” marketing activities in tourism development.
In the end, the research offers five specific recommendations: First, Strengthen the infrastructure and upgrade the island infrastructure level. Second, develop historical sites, use idle military facilities or recreational activities for developing the sightseeing. Third, add more convenience services. Fourth, each island should develop their sightseeing features based on the overall regional development as a prerequisite and provide a diverse travel experience for tourists. Fifth, strengthen marketing strategies and enhance the overall publicity of Matsu.
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