- 期刊
運動觀光產業之動態能力：以墾丁民宿為例
Dynamic Capabilities of Sport and Tourism Industry: The Case Study of Kenting B&Bs in Taiwan
摘要
運動與觀光間存有共生互利關係，透過運動提供遊客價值的體驗，同時觀光也提升運動產業的發展。根據觀光局統計數據，國內整體旅遊人次以「健身運動渡假」為主要目的躍居第二，潛在市場產值可觀。而目前國內在運動觀光推展上，採多元經營方式，因此若無相關運動設施的支援，勢必將影響運動觀光的品質與發展。因此兼具住宿、休閒觀光和運動體驗服務提供的民宿愈顯重要，龐大的商機市場造成民宿蓬勃發展，但同時民宿業者也面臨消費者需求與外部環境改變的考驗，是故本研究基於Teece, Pisano, and Shuen（1997）統合動態能力之三大構面：流程、定位和路徑，採用深度訪談法，訪談六家墾丁民宿業者及墾管處觀光遊憩課課長，探討處在競爭環境下，民宿業者的運作例規及核心資產為何，並根據過去的經驗累積，進而調整組織內部的策略與經營方向。
並列摘要
Through providing the experience of visitor's value by sports and enhancing the development of sports industry by tourisms, there were co-exist relations between sports and tourisms. Based on statistics from Tourism Bureau (R.O.C.), ”fitness activities vacation” was the second purpose for traveling decision and showed the potential market value. Now, the development of sports and tourisms adopted multi-operation models. If there did not any sport equipments support for fitness activities vacation, these would reduce the quality and future development of sports and tourisms. Therefore, B&Bs (Bed and Breakfast) which the providers of tourism and sport experience were important. Huge market opportunities increased B&Bs development. Simultaneously, B&Bs encountered not only customers need but also external environment changes. In this study, we adopted Teece, Pisano, and Shuen's (1997) research which discussed the dimensions of dynamic capabilities: process, position, and path. By in-depth interviewing six Kenting B&Bs and a director of Tourism & Recreation Section, Kenting National Park Administration Office, we discussed what B&Bs' operation routines and core capabilities were in competitive environment. Moreover, how they adjusted internal organization strategies and operation directions by past experience.