馬來西亞運動觀光發展趨勢探析

在二十一世紀休閒意識高漲的現今，運動結合觀光已成為觀光領域中最具發展性的新興市場，許多國家制定運動觀光政策並透過舉辦國際大型運動賽會來帶動國家經濟發展，馬來西亞亦是如此。馬來西亞政府於1998年起陸續申辦多項國際職業賽事，此亦引發地方政府辦理各式運動賽會之風氣，藉以創造當地收入進而促進觀光發展。本研究蒐集馬來西亞運動組織官方網站、觀光文化局官方網站以及報章雜誌之相關資料並加以彙整，藉以瞭解馬來西亞運動觀光發展趨勢，希冀供作臺灣運動觀光推廣單位之參酌依據。結果發現：馬來西亞政府策略性的在每個月份舉辦不同的運動賽會，以吸引觀光客湧入馬來西亞，藉此創造觀光收入並提升就業機會、振興經濟、提升國家形象、帶動其他產業發展等因素，努力發展觀光產業，並以『2020宏願』為目標創造馬來西亞成為先進國家。目前馬來西亞和新加坡有意聯合爭取『2028年夏季奧運會』的主辦權以及配合中國規劃『一帶一路』的經濟策略，馬來西亞若能在此兩大案上得利，不僅有助於緩解國債問題，亦可為當地運動觀光之推展開創新局。

關鍵字

觀光政策；國際運動賽會；賽會效益

並列摘要

A higher leisure consciousness in the twenty-first century has made sport tourism become an uprising industry. Many countries have developed sport tourism policies and improved the national economy through hosting international mega sporting events and so has Malaysia. Since 1998, the government of Malaysia has hosted various international sporting events that also prompted local governments to host sporting events in order to generate local revenue and enhance tourism development. This study collected information from various sports organization official websites of Malaysia, the Ministry of Tourism and Culture Malaysia official website, newspapers, and magazines in order to analyze the trend of sport tourism development in Malaysia so as to provide suggestions for the future development of the sport tourism related organizations in Taiwan. The results revealed that the government of Malaysia strategically hosted different types of sporting events every month, resulting in enhancement of tourist arrivals, tourism revenue, employment opportunity, economy, and national image. Recently, the government of Malaysia proposed the prospect of ＂Vision 2020＂ and attempted to organize the ＂2028 Summer Olympic Games＂ with Singapore as well as cooperate with China on the ＂One Belt and One Road＂ strategy. If these two projects succeed, it will not only help to reduce the national debt of Malaysia but also induce innovation policies for its sport tourism development.