應用TTCI資料庫評估全球觀光旅遊競爭力之研究

The Study on Evaluation of Travel & Tourism Competitiveness Applying TTCI Database

阿塔娜(Altan Dorzhieva)

指導教授 ： 林士彥

國立暨南國際大學/管理學院/觀光休閒與餐旅管理學系/碩士(2019年)

https://doi.org/10.6837/ncnu201900195

摘要

本研究旨在幫助觀光旅遊產業(Travel & Tourism Industry, T&T Industry) 的競爭力概念和趨勢演變之研究。觀光旅遊競爭力指標(Travel and Tourism Competitiveness Index, TTCI)代表了觀光旅遊產業的實況，藉由本研究以了解每項競爭力指標的重要性。本研究進行旅遊目的地的觀光旅遊競爭力研究，對全球國家進行熵值(Entropy)比較分析，探討觀光旅遊產業競爭因素對吸引國際遊客的重要性，提出未來發展的新趨勢。
本研究以2007年至2017年各個版本的觀光旅遊競爭力報告為基礎，通過全球國家的觀光旅遊競爭力報告績效表現，應用此TTCI資料庫數值進行熵值計算，分析指標權重，找出觀光旅遊競爭力指標的排序和重要性。
研究成果藉此瞭解(1)旅遊目的地競爭力、(2)旅遊目的地管理趨勢、(3)標竿學習和改善。決策者可依此理解每項觀光旅遊競爭力指標領域的重要性並提出對其實務上的改善建議。

關鍵字

觀光旅遊產業 ； 觀光旅遊競爭力指標 ； 熵值 ； 旅遊目的地管理 ； 標竿和改善

並列摘要

The Travel & Tourism Competitiveness is defined by the list of factors that counties and organizations describe Travel & Tourism Industry (T&T Industry). The indexes represent the reality of T&T industry where we can understand the importance of each indicator. Therefore, the thesis describes the study of destination competitiveness where it produces a comparison analysis of the tourism countries and provides new ways of future development in order to analyze the importance of competitive factors of the tourism industry for attracting international visitors. The study is trying to help competitiveness concept research and its evolution.
The study uses international benchmarking through all countries on the basis of Travel and Tourism Competitiveness Index (TTCI) 2007-2017, entropy weighting is the method analysis we apply on the database to find the significance of the tourism indicators. There are three areas of interest: TTCI, destination management and destination competitiveness benchmarking and improvement.
The conclusion was built of three previously presented areas and was divided: (1) TTCI helps destination management. (2) The finding out the trends for T&T industry. (3) The trends help destination management to improve. The conclusion showed that TTCI can help destination management by re-evaluation of TTCI data, in the end we obtain the trends for T&T industry with what decision makers could understand the importance of every T&T sphere and to improve it.

並列關鍵字

Travel & Tourism Industry (T&T Industry) ； Travel and Tourism Competitiveness Index (TTCI) ； Entropy ； Destination Management ； Benchmarking and Improvement

參考文獻

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