台灣與亞洲主要國家之旅遊競爭優勢比較

Comparisons of Tourism Competitiveness of Taiwan with Main Destinations in Asia

曾喜鵬(Hsi-Peng Tseng) ； 鄭健雄(Jen-Son Cheng) ； 楊明青(Ming-Ching Yang) ； 蔡怡君(Yi-Chun Tsai)

《戶外遊憩研究》 23卷2期 (2010/06) Pp. 79-103

https://doi.org/10.6130/JORS.2010.23(2)4

摘要

當旅遊地想尋求更大的旅遊市場佔有率時，管理者必須先瞭解自身的競爭優勢與競爭定位。國內過去較少針對旅遊地競爭力進行探討，亦未見以台灣旅遊競爭力為核心的實證研究。有鑑於此，本研究回顧國外旅遊地競爭力研究的發展，並提出一個分析方法，將交通部觀光局每年辦理之「來台旅客消費及動向調查」延伸應用至台灣旅遊競爭力的分析上，期做為未來持續監測台灣在亞洲旅遊市場中競爭優勢變化之依據。以2005-2007年「來台旅客消費及動向調查」次級資料分析的結果顯示，在包含台灣在內的八個亞洲國家中，台灣在「支援性資源」最具競爭優勢；在「天賦資源」方面僅優於新加坡；在「創造性資源」方面則僅較大陸具競爭優勢；在「情勢條件」中之物品價格較日本與新加坡具競爭優勢。本研究最後並提出台灣觀光定位，以及旅遊競爭力調查與研究方向的建議。

關鍵字

旅遊地競爭力 ； 觀光競爭優勢 ； 觀光定位 ； 來台旅客消費及動向調查

並列摘要

A tourism country's competitiveness is important especially when countries strive for bigger market shares. Tourism managers have to identify and explore competitive advantages and analyze the destination's competitive position. Prior researches did not pay enough attention on the exploration of destination competitiveness, nor had the empirical analysis of tourism competitiveness of Taiwan been found in the literature in Taiwan. This study summarized the paradigm and limitations of destination competitiveness research, and proposed an analytical framework for applying the ”Annual Survey of Visitors Expenditure and Trends in Taiwan (ASVETT)” dataset to tourism competitiveness analysis expecting for the further use of monitoring the dynamics of Taiwan's tourism competitiveness in Asian tourism market. The pair-wised comparison results based on 2005-2007 ASVETT indicated that Taiwan takes its strong competitive advantage in supporting resources. As to the created resources, Taiwan is more competitive than Chinese Mainland only; as to the endowed resources, Taiwan is only more competitive than Singapore; as to the price factor, Taiwan takes its competitive advantage than Japan and Singapore. This study finally provides some suggests on the tourism positioning strategies, and future research directions on destination competitiveness.

並列關鍵字

Destination competitiveness ； Tourism competitive advantage ； Tourism positioning ； Annual Survey of Visitors Expenditure and Trends in Taiwan (ASVETT)

參考文獻

李正慧、黃薰毅(2007)。台灣溫泉產業競爭力決定性要素之探討。餐旅暨家政學報。4(2)，101-125。

張德儀()。,未出版。

Bahar, O.,Kozak, M.(2007).Advancing destination competitiveness research: comparison between tourists and service providers.Journal of Travel & Tourism Marketing.22(2),61-71.

Crouch, G. I.,Ritchie, J. R. B.(1999).Tourism, competitiveness and societal prosperity.Journal of Business Research.44(3),137-152.

Das, J.,DiRienzo, C. E.(2009).Global Tourism Competitiness and Freedom of the Press.Journal of Travel Research.47(4),470-497.