- 學位論文
觀光菁英養成計畫策略管理之研究─以日本JTB旅行社團體訓練計畫為例
Research on the Strategy Management of Tourism Elite Cultivation Plan–An Example of Japanese JTB Travel Agency Group Training Plan
摘要
交通部觀光局「觀光拔尖領航方案」之「築底」行動方案─「菁英養成計畫」，連續3年推動重點為強化國內職前培訓與在職精進訓練，薦送優秀觀光從業人員及觀光系所教師出國受訓。本研究動機為了解2012年日本JTB旅行社團體訓練計畫之執行效益及如何應用於臺灣Inbound日客旅遊市場，最後探討菁英養成計畫未來執行之策略管理為何。本研究工具採用文獻分析、非參與式觀察法及半結構式深度訪談法蒐集資料，並以Atlas.ti編碼得到人才培訓、產品開發及品牌經營效益；再藉由詮釋結構模式(ISM)，分別得到觀光發展基礎準則、人才培訓進階準則及品牌特色永續準則及永續經營、競爭規劃及體驗價值等三個策略。最後以層級分析(AHP)及局部灰關聯(LGRA)分析，得到觀光菁英養成計畫最佳策略管理。本研究結果及具體建議可供政府機關及旅行業者參考。
並列摘要
For the consecutive 3 years, the implementation point of “Bottom Construction “action project – “Tourism Elite Cultivation Plan (TECP)” of “Project Vanguard For Excellence in Tourism” of Tourism Bureau of Ministry of Transportation and Communications is to strengthen domestic pre-employment training and in-service advanced training, and to recommend or send superior tourism industry practitioner and tourism department teacher to go abroad for accepting training. The motivation of this research is to understand how to apply 2012 Japan JTB travel agency group training plan execution effect to Taiwan Inbound Japanese visitor traveling market, and to understand the future execution strategy management of TECP. This research takes tools of documentary analysis, non-participant observation and semi-structured interview to collect data, and make use of Atlas.ti to get the talent cultivation, product development, and brand managemen benefits of TECP, then Interpretive Structural Modeling (ISM) is applied to acquire the basic principle of tourism development, the advanced principle of talent cultivation and the sustaining principle of brand feature, and three strategies of sustainable management, competition planning and experience value respectively. Finally, the best strategy management of TECP acquired by Analytic Hierarchy Process (AHP) and Local GRA (LGRA) analyses. The research result and concrete suggestion can be referenced for government organization and travel business.