澎湖發展會展產業之潛力評估

Potential Evaluation of MICE Industry Development in Penghu

楊倩姿(Chien-Tzu Yang) ； 陳宏斌(Hung-Bin Chen) ； 譚文瑞(Wen-Jui Tan) ； 李明儒(Ming-Ju Lee)

《服務業管理評論》 9期 (2011/12) Pp. 169-195

https://doi.org/10.29858/SIMR.201112.0007

摘要

過往澎湖主要仰賴漁業與觀光業為生，在經濟景氣、氣候變遷之負面影響下，相關主要產業面臨極大考驗。為了創造澎湖經濟產業永續發展，仍須不斷尋找具有潛力的新興產業，其中觀光產業中之「會展」產業是具發展前瞻性的產業之一。會議展覽產業扮演著促進國家、都市經濟發展，所帶來的經濟性與非經濟性效益相當可觀。本研究目的為建構「澎湖發展會展產業之潛力評估」之潛力分析指標，運用修正式德爾菲法及層級分析法做評估架構的建立，作為相關部門日後為發展會展產業之參考。本研究分為三個階段，調查期程為2010年09月中旬起至2010年11月中旬止，參與問卷填寫之專家學者涵蓋產、官、學界，合計26位。第一階段係透過文獻資料彙整出「澎湖發展會展產業」之層級評估架構表草案，以「修正式德爾菲法」，由受邀的產、官、學等專家學者提供意見，針對專家訪談內容分析歸納後，修正成正式的評估架構表。第二階段則應用「AHP層級分析法」，進行指標項目的權重分析，通過一致性檢定之專家共22位。其中以「澎湖發展會展產業」潛力評估中，決策層以「基地環境」的權重值為最高，在大綱層項目中以「交通」、「政府機關」最受重視，而分項指標層的權重項目中是以「政府支持」、「便利性」的認同度最高。第三階段問卷則選定5個最適發展的會展產業做為執行方案，並再結合第二階段AHP問卷35項評估權重項目，進行TOPSIS法分析。本文提供澎湖地區發展會展相關產業之管理意涵、進一步帶動產業成長要素之探究。

關鍵字

會展產業 ； MICE ； AHP層級分析法 ； TOPSIS

並列摘要

Penghu relies on fishing and tourism as their major income, the great challenges for industry to deal with the negative impact of the economy and the climate change. The main purpose of this study is the MICE Industry development in Penghu. The MICE industrial service is becoming a rapid growth sector of sightseeing in recent years. It brings the considerably huge benefits both in economic and noneconomic. Modified Delphi technique and Analytic Hierarchy Process (AHP) were utilized to construct a framework for estimating and as expected the results for the administrations and tourism industries to promote MICE Industry in the future.The research was divided into three sections. The questionnaire was collected form 26 specialists in government, industry and academic by mid-September to mid-November, 2010. In first stage, literature review was utilized to construct a framework of the MICE Industry development in Penghu. Then, Modified Delphi technique used for professors and scholars those from government, industry and academic. In the second stage, the AHP to explore the influential attributes of indicators and distributing the questionnaires to the appropriate through expert is 22, which was use EXPERT CHOICE 11 AHP to analyze the results. The third stage, that was estimated projects for 5 suitable MICE industrial as the optimal development with 35 indicators of the MICE, and then Hwang and Yoon proposed TOPSIS method to solve the projects of Penghu MICE Industry. Finally, the proposed evaluation criterion provides a valuable reference for determining the optimal selection for Penghu MICE tourism sector and provides high-level management, government supervisors, and academicians with recommendations for future development.

並列關鍵字

MICE Industry ； Analytic Hierarchy Process (AHP) ； TOPSIS