台灣運動觀光產業推動新思維策略探討以三階商業模式之分析實證

Enhance New Thinking Strategy of Taiwan Sports Tourism Industry based on Three-Tier Business Model

狄懋昌(Ti Maochang)

《運動健康休閒學報》 11期 (2020/07) Pp. 19-35

摘要

臺灣由於天然環境特殊、地貌景觀優美、人文資源豐富，具備發展運動觀光產業得天獨厚的潛力。近年來民眾在運動、觀光、休閒需求提高與經濟利益誘因的雙重因素作用之下，運動觀光產業的發展已成為臺灣區域總體發展中很重要的一環，產、官、學界無不思索如何開創先機，培植相關產業。因此，如何整合並開發創新資源，並將其轉化為運動觀光產業發展的動能就成為運動觀光營運商的重要議題與關鍵發展策略。本研究從產業發展、企業經營的視角提出競爭優勢層面（Competitive Advantage Phase）、策略概念模型（Strategy Conceptual Model）和營運財務模型（Operation Financial Model）的三階商業模式，分別對照當前台灣運動觀光產業運營模式的比較之後，認為競爭優勢層面是企業戰略領域最重要的核心概念，也是企業在競爭市場中表現的總和；策略概念模型描述了一個新業務的想法有助於解釋商機策略；營運財務模型提供了新業務的數量使商業模式得以依循及衡量。透過概念模型與財務模型的結合，足以發揮台灣運動觀光產業的競爭優勢總體協同效應。本研究採用文獻分析法，蒐集相關資料與學者研究的成果作為本研究推論之依據，並透過三階式商業模式解析，將所蒐集的資料文獻加以整理、歸納、分析、解釋本研究相關的議題。主要目的在探討臺灣運動觀光產業新思維策略變革的可行性和未來發展趨勢及其價值。針對運動觀光的概念闡述，對運動觀光相關產業所帶來的經濟效益及對運動觀光產業未來發展提出策略建議，以期推動整體運動觀光產業的發展，進而提升未來運動觀光產業變革發展之效益。

關鍵字

運動觀光 ； 運動賽會 ； 運動遊憩 ； 三階商業模式

並列摘要

Owing to the nature conditions, special landscapes and rich humanity resources, Taiwan indeed owns unique potential to develop the sports tourism industry. In recent years, under the dual factors of increasing demand for sports, tourism, leisure and economic profits, the growth of the sports tourism industry and interrelated field have become an important part of the overall development of Taiwan. How to integrate and improve innovative resources and transform them into the kinetic energy of the sports tourism are an important topic and essential strategy for sports tourism operators. This research proposes the three-tier business model of Competitive Advantage Phase, Strategy Conceptual Model and Operation Financial Model to compared with the current use of sports tourism in Taiwan. The competitive advantage is the most important core concept in the field of corporate strategy as well as the performance of the company in the competitive market; the strategy conceptual model describes the idea of a new business, which helps to explain the business opportunity strategy; the operation financial model provides the number of new businesses that makes the business model followable and measurable. Through the integration of this conceptual model and financial model, they should exert the overall synergistic effect of the competitive advantage in the development of sports tourism in Taiwan. This research adops the literature analysis method to collect relevant resources and the research results of scholars as the basis for the inference of this research, besides the analysis of the three-tier business model, the collected resources are summarized, analyzed and explained the relevant issues of this research. The main purpose is to explore the feasibility, development trend and the value of the new thinking strategy to reform Taiwan sports tourism industry. According to the concept of sports tourism, the economic benefits brought by sports tourism-related industry also the strategic recommendations are proposed for the future development of sports tourism industry in order to put forward to promoting the development of the overall sports tourism industry and then enhance the benefits of their future.

並列關鍵字

Sports tourism ； sports games ； sports recreation ； three-tier business model