提升地區觀光競爭力之多準則決策：以台灣六都為例

Improving Tourism Competitiveness of Regional Destinations Using Multiple Criteria Decision Making： A Case Study of Six Taiwan Regions

張佳縈(Chia-ying Chang)

指導教授 ： 胡宜中 ； 邱榆淨

中原大學/商學院/企業管理研究所/博士(2018年)

https://doi.org/10.6840/cycu201800375

摘要

根據世界觀光組織統計，從1995年到2017年全球旅遊人次以倍數成長。在科技日新月異，各種產業瞬息萬變的情況下，觀光產業的競爭力也絕非一成不變。長期的觀光資源投入與地區觀光競爭力的形成實際上是不間斷的。若能瞭解影響地區觀光競爭力的關鍵準則，就能將資源投入達到效益的最大化。
所謂的旅遊目的地可小至觀光旅遊點為單一遊樂場、渡假飯店、海邊、自然風景區等，大至地區，甚至是國家。本研究採用Bornhorst 等學者的觀點，認為旅遊目的地應以地區為基本的研究單位，且該地理區域擁有觀光資源或政治管轄權，亦可設置適當的觀光管理單位來管理觀光相關事宜。當前的觀光研究亦多以地區為旅遊目的地做為研究範圍。
提升地區競爭力最重要的是如何將有限的資源配置給影響競爭力的關鍵因素，做最有效的利用。地區觀光競爭力的發展受到國際環境、國內環境、目的地地區內部的影響。而目的地地區內部的影響又可細分為政府、居民、當地企業、相關利益團體(如環保、文化等團體)等。所以過去學者提出的競爭力提升架構都聚焦於影響當地觀光發展因素相互之間的關係架構，還是無法有適當方式提供決策者作為提升地區觀光競爭力的關鍵因素。因此本研究以多準則方式評估地區觀光競爭力，當決策者在決定如何投入有限的資源時，本研究的結果可以提供決策者一個思考的方向。
而且本研究將提升地區觀光競爭力的關鍵準則結果，應用於台灣六個主要地區，作為應用於策略規劃之範例。台灣位處觀光蓬勃發展的亞洲，面對鄰近國際城市(如香港、東京、首爾、澳門、曼谷與中國的觀光景點)的競爭尤為激烈。而台灣有多元物種與豐富的自然美景，長久以來觀光是台灣重要的產業。因此在面對激烈的國際競爭下，有效的運用資源一直是台灣重視的問題。本研究結果可提供從地區觀光競爭力的大架構中，找出關鍵準則，並提供決策者管理上的建議。

關鍵字

多準則決策分析 ； 決策實驗室法 ； 網路程序分法 ； 觀光競爭力 ； 旅遊目的地 ； 台灣

並列摘要

According to the statistics of UNWOT, the world traveling has been growing tremendously from 1995 to 2017. The technology has updating all industries which including tourism. Every country has constantly invested vast amount of resource into the world tourism competition. However, to understand the key successful criteria in the competition and to invest the limited resource into the key criteria that will help the region to prosperity.
The word “destination” can be an amusement park, a resort, a natural view point, or a region, even sometimes refer to a country. This study based on the definition which proposed by Bornhorst, Brent Ritchie, and Sheehan that the basic research unit in tourism management should be a region. A geographical region with tourism resource and political jurisdiction is a proper governance of local tourism development. Moreover, the recent tourism management researches trends are also based upon regions.
The main task of improving regional tourism competitiveness is to deploy the limited resource and to utilize it. However, the regional tourism competitiveness is influenced by many aspects, such as global environment, local county’s macro environment, shareholders of the region. Each of the aspect can break down into various factors. For example, the shareholders of a region are including government, residences, local enterprise, environment protectors etc. Consequently, past researches focus on to structure the whole picture of the factors but lack of a way to narrow down the key criteria for decision makers. This study employed multiple criteria decision making methods to evaluate the competitiveness of a region in order to find the key criteria for decision making.
Furthermore, we applied the results on six Taiwan regions to make an example for strategic planning. Taiwan is an island which surrounded by Hong Kong, Tokyo, Seoul, Macau, Bangkok, Singapore and many Chinese attractions in Asia. The island has diversity species and abundant natural resource. Tourism is an important industry for Taiwan, but Taiwan is facing the furious tourism competition utilizing the input resource has been an issue. The research results provide a process to derive key criteria from current regional tourism competitiveness structure and more information for decision makers.

並列關鍵字

Multiple Criteria Decision Making (MCDM) ； DEMATEL ； Analytic Network Process (ANP) ； tourism competitiveness ； destination ； Taiwan

參考文獻

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