推動綠色會展關鍵成功因素之研究

由於會展產業可帶動地方經濟，無論是觀光、交通、餐飲、娛樂、零售及其他相關的產業，都會造成一定的影響，可為地方增進不少可觀的外匯收入，因此，各國越來越重視會展產業的發展與走向。綠色會展已廣受先進國家重視，台灣也不落人後，除南港展覽館與會議中心已透過英國標準協會（BSI），進行溫室氣體盤查外，台灣的自行車展、印刷電路板展與綠色產業展等，都已做過碳足跡盤查。綠色會展理念已不只是資源有效利用或保護地球，也是建立會展品牌的重要訴求，以得到參與者認同。會展業者要設法讓參與者感受到「綠色」的利益，如減少使用紙質印刷品或瓶裝水，減少會場佈置及不必要的工作人員安排，從理念上提倡、宣傳，設法在參與者群體中形成新風尚。本研究的主要目的在於探討台灣推動綠色會展的關鍵驅動或成功因素（key success factor, KSF）之分析，經由文獻整理及企業參展廠商專家訪談彙整出推動綠色會展的關鍵驅動或成功因素的構面及因子，以問卷調查方式及層級程序分析法（analytic hierarchy process, AHP）研究方法，找出推動綠色會展關鍵驅動因素之權重及排序。最後提供問卷調查結果分析，給予參展廠商及政府之參考建議。

關鍵字

綠色會展；關鍵成功因素；層級程序分析法

並列摘要

In recent years, MICE (Meetings, Incentives, Conferences, and Exhibitions) of international and domestic trade have emerged as a service industry for promoting multi-economic development. This industry has proven its potential and add-in values with its offering unfathomable benefits and output to all of the exhibitors; with its prompting the hosting city and country to win their publicities; and with its deriving business opportunities to the related industries in the follow-up developments. This research aims at presenting the core values of the green MICE industry as well as its current status and future development in Taiwan, to explore those critical factors in how to successfully promote green MICE from Taiwan business participations. The research is based on the questionnaire surveys in form of printed paper and emails to the some MICE experts. This study adopted the analytic hierarchy process (AHP) method on the questionnaires from reply-backs to identify the priorities and ranks of key success factors (KSF) for the green MICE industry. The research results of the survey are to provide a reference for government and business exhibitors of MICE.

並列關鍵字

Green MICE ； Key Success Factor ； Analytic Hierarchy Process (AHP)

參考文獻

Aaker, D. A. (1984), “Strategic market management,” New York: Humanities. doi:10.1108/eb039060

Oppermann, M. (1996), “Convention destination images: Analysis of association meeting planners’ perceptions,” Tourism Management, 17(3), 175-182. doi:10.1016/0261-5177(96)00004-0

吳青松(1992)，台灣資訊電子關鍵成功因素之探討，科技體制與產業發展研討會，3。