| Abstract: | 石滬捕魚為一種古老的世界性漁撈活動，根據文獻的記載，石滬的出現最早為新石器時代。美加、澳洲、英格蘭、夏威夷、密克羅尼西亞、芬蘭等都有文獻；韓國、日本、琉球、台灣、菲律賓、泰國、玻里尼西亞、美拉尼西亞等太平洋諸島都有石滬分佈。就現有的文獻觀之，澎湖的石滬群可能為全世界密度最高，數量最多的潮間帶大型結構物，堪稱台灣最有潛力登錄為世界文化遺產的項目之一。澎湖的石滬推估已有250年的歷史，其發展有其歷史與保存的價值，但是相關的文化資產正逐年凋零。因此，以發展文化觀光的方式，保存澎湖石滬文化刻不容緩。
2004年12月24日，澎湖第一個由行政院文化建設委員會補助成立的民間文化館─「吉貝石滬文化館」，在吉貝揭幕。2005年4月30日澎管處為配合吉貝石滬文化館的開館，且為發揚海洋文化並促進澎湖旅遊，由多個單位合作，共同推動「2005年澎湖石滬文化祭」系列活動，透過旅遊套裝行程及觀光地圖的導覽，將石滬介紹給國內外遊客。而此次的活動更獲行政院頒發「2005台灣海洋年─金鯨獎」。同年11月澎湖縣文化局辦理「澎湖研究第五屆學術研討會－石滬漁唱」，使澎湖石滬漸為世人所熟悉。綜合上述，澎湖石滬發展文化觀光似已箭在弦上，而其推廣行銷策略的探討，則為本研究關注的主要標的。
本研究採用參與觀察法配合深度訪談以收集資料料，並參考藍海策略進行澎湖石滬發展文化觀光的分析及探討，利用STP及SWOT分析分析澎湖石滬發展文化觀光的可行性。
澎湖石滬發展文化觀光之行銷策略的STP析結果為：
(一)市場區隔(Market Segmentation)：石滬文化觀光所面臨的市場可劃分為靜態旅遊活動及動態旅遊活動，而石滬文化觀光是屬於較偏動態的休閒遊憩活動。而從事石滬文化觀光者，不論是小孩、大人、老人、親子家庭、情侶、夫妻…等皆能參與。
(二)目標市場( Market Targeting)：將目標顧客群鎖定前來澎湖旅遊的觀光客，不論是小孩、大人、老人、親子家庭、情侶、夫妻…等。澎湖每年夏季為觀光客最多的季節，倘若把握充滿商機的夏季，不斷提升服務品質、服務態度、並能結合創意，滿足顧客需求，讓顧客在體驗文化觀光旅遊服務的同時有賓至如歸的感覺，優質的服務及體驗才能讓顧客回流。
(三)市場定位( Market Positioning)：1.產品策略：針對不同族群設計出不同的菜單。顧客為家庭成員，可設計家庭親子同遊活動，例如：石滬抓魚體驗，年輕族群可設計較刺激、新鮮感的活動，例如：浮潛；2.定價策略：依照全票(大人)、半票(小孩)團體來訂價，採固定費用制，淡季另行調整；3.通路策略：可在澎湖本島及各島(望安、七美及吉貝)設立體驗區，讓想體驗石滬樂趣的民眾，澎湖菊島的石滬是獨一無二的；4.促銷策略：由於冬、夏季觀光旅遊的淡、旺季明顯對比，故冬季可採促銷優惠方案來吸引顧客上門。
澎湖石滬推展文化觀光之可行性策略的SWOT分析結果為：
(一)內在優勢(Strength)：1.可從事海域遊憩活動，退潮時可進入石滬撿拾魚、蝦、貝類…等，讓觀光客認識石滬裡的生物，並體驗石滬的相關漁法；2.可供開放體驗的石滬，其聯近海域都算安全無虞。
(二)內在缺點(Weakness)：1.為維護石滬原貌，必要的維修及保存是一定要的，故經費來源是個問題；2.冬季的東北季風強勁；3.由於94年10月各家航空公司調漲機票價格，目前機票並不便宜；4.在石滬地區從事海域遊憩活動，須局限於海水的漲、退潮，時間點、潮差的限制。
(三)外在機會(Opportunity)：1.國人日漸重視休閒遊憩活動及健康，目前休閒觀光旅遊市場正成長快速；2.文化觀光及生態旅遊日漸被世界各國所重視，發展石滬文化觀光成為世界旅遊景點指標機會佳；3.石滬推展文化觀光經評估具有特色。
(四)外在威脅(Threat)：1.石滬若不發展為地方特色，很容易被其它濱海地區傳統漁業競爭者給取代；2.台灣到澎湖的交通不像本島利用開車、坐火車、捷運等大眾運輸，且交通費用也比本島來的貴。
運用澎湖傳統石滬捕魚資源的文化內在優勢，及經濟水準提升後國人日漸重視休閒及文化觀光的外在機會；配合冬季機票、旅館折價整合行銷方案及文化特性品質轉換澎湖東北季風及交通費用的內在缺點，及強調體驗傳統石滬捕魚文化及文化觀光市場獨一無二的特色，則可避開甚至轉換外在威脅，不斷的特色要素的創意及精緻提升以吸引公共媒體報導，必可充份展現藍色海洋市場之價值創新與永續經營。
Stone tidal weir is an ancient fishing activity around the world. According to literature, stone tidal weirs were found in the Neolithic Age, and distributed in North America, Australia, Hawaiian, Finland, Korea, Kyushu, Ryukyu, Taiwan, Philippine, Thailand, Polynesia, and Melanesia. Reviewing literature, Penghu may have the highest density of stone tidal weir in the world, and could have the most quantity of large structures in intertidal zone. Stone tidal weirs of Penghu are one of the most potential items in Taiwan to entry in universal cultural heritage. The estimation of stone tidal weir history in Penghu is 250 years. Respecting for the history of Penghu development, it shows tremendous value to protect. However, the stone tidal weirs of Penghu are withered year after year, consequently, the application of developing cultural tourism in preserving Penghu stone tidal weirs are urgent.
On December 24, 2004, the Council for Cultural Affairs, Executive Yuan afforded funds to establish the first civil cultural museum, the Jibei Stone Tidal Weir Cultural Museum. On April 30, 2005, Penghu National Scenic Area Administration coordinated the grand opening ceremony, traveling packages, and a serial of activities to promote stone tidal weirs cultural tourism in Penghu. In the meantime, the Executive Yuan awarded Golden Wheal Prize, Year of the Ocean 2005 to Penghu National Scenic Area Administration for its contributions. Also, in November, Cultural Bureau of Penghu County held a seminar to discuss the issue of stone tidal weirs. As mentioned above, the development of stone tidal weir cultural tourism in Penghu is on its great timing, and the discussion of stone tidal weir cultural tourism marketing strategy is the aim of this research.
The study applied participant observation and in-depth interview method to collect data. In addition, the study referred the Blue Ocean Strategy, STP, and SWOT to analyze the feasibility of developing stone tidal weirs cultural tourism in Penghu.
The finding of STP analysis identified that：
(1) Marketing Segmentation： Stone tidal weirs cultural tourism market is more dynamic tourism activities than static tourism activities, and fits for all ages.
(2) Market Targeting： The targeting customers focus on tourists in summer. To make tourists repeated, it shall provide tourists with prominent service, creativity, and satisfaction. In addition, thinking about how to let the tourists feel “home away from home” is essential.
(3) Marketing Positioning：
(i) Products strategy： package providing is based on family members.
(ii) Pricing strategy： providing adult and child ticket, and fixed price in peak season and adjusted in low season.
(iii) Distribution strategy： building stone tidal weirs around Penghu, easily accessibility for tourists to experience.
(iv) Promotion strategy： providing discount in low season to attract more tourists.
The finding of SWOT analysis revealed that：
(1) Strength： It suggests that provide tourists to experience stone tidal weir fishing activities and realize creatures in intertidal zone.
(2) Weakness： The weakness includes funds needed to protect and maintain stone tidal weirs. Besides, the strong monsoon, airplane tickets, and tidal range are negative impacts too.
(3) Opportunity： The rapidly demands on leisure activities, and countries attach importance to cultural tourism and ecotourism are the opportunities. Consequently, the development of stone tidal weir could be an opportunity to exhibit Penghu to the world. In addition, evaluation shows that promotion of stone tidal weir is special and worth.
(4) Threat： Without development tidal weir into local character, traditional fishing will replace it. Transportation expenditure and accessibility are threat too.
Based on the finding, the marketing strategies suggest that the development of stone tidal weir cultural tourism shall integrate inner strength-fishing culture and external opportunity-attention of leisure activities and cultural tourism. Furthermore, to diminish the inner weakness, the negative impact of monsoon and traffic expenditure, the strategies suggest that provide more options and lower price to tourists in off-season. Moreover, to avoid external threat, the strategies conclude that stone tidal weir cultural tourism shall emphasize its unique experience and creativity to attract public media. If doing so, it will show the value innovation and life long business running in Blue Ocean market |
