亞洲旅遊市場之競爭群組及其競爭優勢分析－多元尺度法的應用

本研究以世界經濟論壇2009年公佈之旅遊競爭力報告(TTCR)爲基礎，選取亞洲地區入境旅客100萬人次以上的13個旅遊地，進一步利用多元尺度法，分析亞洲旅遊市場之競爭態勢。由於多元尺度分析之結果可繪製於空間圖上，可使觀光管理者更清楚瞭解亞洲旅遊市場之競爭全貌，包含各旅遊地在亞洲旅遊市場之競爭定位及競爭優勢本質。研究結果顯示，亞洲旅遊市場中之13個旅遊地可分成五個競爭群組，第一群組包含日本與韓國，其主要競爭優勢特色爲文化資源；第二群組包含新加坡與香港，該群組擁有最多之競爭優勢項目，其中又以政策法令爲其競爭優勢特色；第三群組包含馬來西亞與台灣，其中馬來西亞在各項競爭力之表現較爲平均，無特別突出項目，台灣則以觀光友善性爲優勢特色；第四群組包含中國、泰國及印度三個旅遊地，其競爭優勢特色爲自然資源；第五群組包含柬補寨、印尼、菲律賓及越南，係以觀光價格爲競爭優勢特色。整體而言，以TTCR爲基礎，並利用MDS來分析旅遊市場之競爭群組與優劣勢具有不錯的效果，也能將分析結果與產業競爭理論相結合，有助於競爭策略研擬之思考。

關鍵字

旅遊地競爭力；觀光市場； TTCI ；多元尺度分析

並列摘要

This paper aims to analyze the tourism destination competitiveness of 13 Asian countries with international tourist arrivals more than one million by applying the multidimensional scaling (MDS) technique based on the Tourism and Travel Competitiveness Reports (TTCR) conducted by World Economic Forum (WEF). The advantage of MDS allows us to analyze the competitiveness condition on a multidimensional graphic, so that the destination managers can diagnose their competitiveness with more comprehensive viewpoints in terms of competitiveness position and competitive advantages. The results indicate that there are five competitive groups in Asian tourism markets, where Japan and Korea are in the same group with cultural resources as their competitive advantage; Singapore and HongKong are in the same group with policy and regulation as their competitiveness advantage; Taiwan and Malaysia are in the same group, their advantage of competitiveness is affinity for tourism and travel; China, Thailand, and India are in the same group with natural resources as their competitive advantage; Indonesia, Cambodia, Vietnam, and Philippines are in the same group with the tourism price as their competitiveness advantage. The results also demonstrate the usefulness of the MDS technique in the analysis of tourism destination competitiveness. In particular, it can help destination managers to explore the competitive strategies more efficiently.