The Strategic Position Evaluation of Ecotourism Business in Kenting Sheding Village

墾丁社頂部落生態旅遊產業之策略地位評估

劉漢城(Han-Cheng Liu) ； 劉馥瑤(Fu-Yao Liu) ； 陳朝圳(Chaur-Tzuhn Chen)

《休閒觀光與運動健康學報》 7卷3期 (2017/09) Pp. 18-39

摘要

Sheding Village is located in the heart of Kenting National Park, and so the factors to be considered for its management of ecotourism are different from other villages in Taiwan. This study adopted the viewpoints of strategy management from the relevant literature and collected opinions of the study's participants. The study undertook SWOT analysis as the core model, combined SPACE matrix and TOWS matrix for strategy matching, and then utilized the policy type to analyze the opportunities and threats from the external environment and the strengths and weaknesses from the internal environment during the operation of ecotourism. The results of the analysis show that the key factors of weaknesses and threats, are the main problem. To address this problem, defensive strategies were put forward to reduce the internal weaknesses and to avoid environmental threats. Finally, short-term, medium-term, and long-term business plans were offered for Sheding Village.

關鍵字

Ecotourism ； SWOT analysis ； TOWS matrix ； SPACE matrix

並列摘要

社頂部落位於墾丁國家公園的核心地帶，故經營生態旅遊時所需考量的因素和一般農村有所差異。本文以策略管理的觀點，經由相關文獻資料的蒐集與分析，並彙集實際參與者之意見，以SWOT分析為核心，再結合TOWS矩陣與SPACE矩陣進行策略配對，依策略類型推導出經營生態旅遊時面臨外部環境的機會與威脅，及其內部環境的優勢與劣勢進行分析。結果獲得WT關鍵因素—劣勢威脅為現在主要問題，並對此提出降低內部劣勢、避開環境威脅的防禦策略，以及規劃符合社頂部落近期、中期與長期之經營方案。

並列關鍵字

生態旅遊 ； SWOT分析 ； TOWS矩陣 ； SPACE矩陣