以產業競爭力探討西班牙文化觀光業之發展與轉型

西班牙經濟自2015年來終有起色，其中觀光業一直是西班牙的主要文化與經濟樞紐之一，觀光人潮從2014年以來已突破6,500萬人次，2017年更來到8,200萬人次。2015年及2017年皆被「全球旅遊及觀光競爭力指標年報」評為全球最具旅遊競爭力的國家。首先，本文將以「全球旅遊及觀光競爭力指標年報」中的主要及次要指標為研究對象，分析西班牙文化觀光競爭力成長的關鍵指標，並證明文化觀光的獨特性將會帶來觀光吸引力，進而提升其競爭力。其評比內容有主要四個構面：1. 有利的環境，包括企業環境、治安環境、健康與衛生環境、人力資源和勞動市場；2. 觀光旅遊政策與有利條件，包括觀光旅遊的優先程序、國際開放程度、價格競爭力、環境永續發展；3.基礎建設，包括機場、港口、觀光服務等建設；4. 自然與文化資源，包括自然資源、文化資源及企業旅遊。其次，西班牙內在與外在環境將以上述14項主要指標藉由PEST分析法探討之。文化觀光業可視為觀光業新業種，本文將持續探討西班牙文化觀光業是否出現新業態，以及發展趨勢與轉型，成為文化觀光新型態或次級業種。最後，本文將探討全球觀光競爭力排行前三名的法國及德國之發展趨勢，並以SWOT分析得出西班牙競爭對手法國及德國的異同點，深入了解西班牙文化觀光業目前的發展機遇，從中分析西班牙在觀光層面上的提升與成功轉型契機與挑戰，以及未來在國際地位上的無限潛力。

關鍵字

文化觀光；西班牙文化觀光業；競爭力指標；觀光競爭力；產業轉型

並列摘要

The economy in Spain has finally improved since 2015, its tourism industry has always been one of Spain's major cultural and economic hubs. Their tourists have already reached 65 million in 2014, and it had increased to 82 million in 2017. The report of World Travel & Tourism Competitiveness ranked Spain as the most competitive tourism country in the world in 2015 and 2017. First of all, this thesis will use the 14 pillars of the “World Travel and Tourism Competitiveness Annual Report, Index” as the research object, in order to analyze the key success factors of the growth of cultural tourism competitiveness in Spain, and prove that the uniqueness of cultural tourism will bring tourism attraction, as well as strength its competitiveness. There are four main subindexes in the annual report, first, Enabling Environment, component of Business Environment, Safety and Security, Health and Hygiene, Human Resources and Labour Market, ICT Readiness; second, T&T Policy and Enabling Conditions, such as Prioritization of Travel & Tourism, International Openness, Price Competitiveness, Environmental sustainability; third, Infrastructure, include Air Transport Infrastructure, Ground and Port Infrastructure, Tourist Service Infrastructure; and last, Natural and Cultural Resources, include Natural Resources, Cultural Resources and Business Travel. Secondly, Spain's internal and external environment will be studied by the PEST analysis by using the above 14 key pillars. The culture and tourism industry can be regarded as a new type of tourism industry. The thesis will continue to study whether the Spain’s culture and tourism industry has emerged new forms of industry, as well as its developments, and transformation, and become a new model or sub-type of cultural tourism. In the end, this article will discuss the current trends of the top-three-countries in the World Travel and Tourism Competitiveness Annual Report, with competitors of France(2nd) and Germany(3rd), by using SWOT analysis to find out the common points of Spain, France and Germany, in order to understand deeply of the current development opportunities and challenges that will face when developing and doing transformation of the cultural tourism industry in Spain, to make it stronger and more competitive in the world.