Assessing the Gaming Industry in Taiwan-The Simuworld, Ocean Gaming Cruise

探索台灣未來博弈產業之特性與影響力－先用微觀法套用博弈郵輪旅遊

施光恆(Kuang-Heng Shih) ； 谷源國(John Ku) ； 施志茂(Chih-Mao Shih)

《永續發展與管理策略》 1卷2期 (2009/06) Pp. 21-32

https://doi.org/10.6734/JSDMS.200906_1(2).0002

摘要

台灣政府近期也開放了合法博弈產業的設立，博弈產業在台灣似乎也有大量的淺在消費群，因為博奕是中國文化的一環(Grace, 2006; Cathy, 2006)，中國社會更是以“賭”聞名(Abel, 1997; Nepstad, 2000, 因為隨處可見追尋刺激的博奕冒險家、新的博奕技術，以及金錢遊戲(Cullen, 2000)。迄今，台灣島內尚無合法的博弈產業，因此並沒有足夠的營運管理標竿以及規畫書供未來的投資客參考。許多學者認為建立各類旅遊產業的服務標竿，乃是傳遞實際服務價值的關鍵因素(Markovic, 2004)。因此本研究使用微觀法，把“博奕郵輪”定義為台灣博奕產業的微世界”simuworld” (J.Bernard Keys, Robert M., Fulmer, and Stephen A.Stumpf, 1996)去探索淺在傳奕旅客之人口統計變項、滿意因子、體瞼程度與滿意度。而博奕旅遊若完全強調“博奕取向”，並無法增加旅客對整體旅程的滿意度與忠誠度，面面俱到的會員化博奕套裝旅遊，方能維持消費者對於旅遊行程的忠誠喜愛(Jonathan Barsky, Lenny Nash, 2007)，另依照Hunn's(1972)的全面旅遊流程理論，任何旅遊行程包納的應是全面性的動線與面向，因此本研究定義博奕旅程裡面的“博奕”扮演的角色應該是“設施”或是“活動”的軸面。
本研究先使用重要性績效分析法、變異數分析、T檢定、因素分析進行微觀博奕產業之人口統計變項，遊憩前之期待與遊憩後之滿意度分析，並找尋博奕郵輪的利基與優劣勢，供未來業者參考。除了微世界的分析外，整體博奕新市場的分析更為重要，因此本研究將進一步使用Dematel（決策實驗室）分析法來探索博奕產業對於台灣的經濟及社會影響性，並進行相關法理研究，俾供相關策略制定之參考。

關鍵字

博奕產業 ； 博奕郵論 ； 賭場 ； 微世界 ； 決策實驗室分析法DEMATEL

並列摘要

The Taiwanese government decided to legalize the casino industry recently, and it seems to has strong demands from the potential consumers' (guests') perspectives because the so-called ”Gambling(Gaming)” is a form of Chinese culture (Grace, 2006; Cathy, 2006). And the Chinese are a nation of gamblers (Abel, 1997; Nepstad, 2000), who are naturally higher risk takers, quicker to adopt new technologies, and more money focused (Cullen, 2000). However, there is no legalized casino in this island. And, there is no domestic benchmark for the operations plan. Researchers have found that within the hospitality and tourism industry quality of service metrics are an important part of the actual process involved with the delivery of the actual service (Markovic, 2004, p.27). Therefore, this research will explore the main ”gambling cruise” as the ”simuworld” (J.Bernard Keys, Robert M., Fulmer, and Stephen A. Stumpf, 1996) to explore the potential gambling guests' demographic characteristics, satisfaction factors, and experience in Taiwan. Gaming (Gambling) tour should set up a overall vision scope, such as games, restaurants, stores, hotel stays to receive more guests loyalty (Jonathan Barsky, Lenny Nash, 2007). The concept of the cruise ”Gambling tour” can not ”only” refer to the gambling activity since it is followed by other tourism dimensions, activities and processes. According to Hunns' (1972) theory, gambling may be assumed as the role of ”facility” and ”activity” functions in hotels, resorts, or gaming cruises.
By using the methodology of I.P.A. (Important Performance Analysis), variance, T-Test, and the Factor Analysis to get the important variables and performances about the potential guests' demographic characteristics, intensions, the ”experience” before and after the tour, and so on. After this, this research tries to find out the ”advantages”, ”niche” of the gaming cruise, and figure out its drawbacks need to be redesigned. This study will also explore a number of issues potentially present on the future development of the gaming business with respect to infrastructure and development by using the Dematel (Decision Making Trial and Evaluation Laboratory) methodology. Hopefully, the further findings can construct the economic and social effects indicators as the reference.

並列關鍵字

Gambling ； Gaming Cruise ； Casino ； Simuworld ； Dematel