旅遊地創新影響因素初探-以台灣休閒農業區為例

隨著觀光市場的高度競爭，旅遊地創新已引起學術研究的高度重視，然相關研究仍停留於概念模型層次，需要更多個案或實證研究充實現有架構。本研究嘗試探討旅遊地創新影響因素，並以台灣休閒農業區作為旅遊地類型之一，試圖解釋為何有些旅遊地在競爭激烈的觀光市場中得以不斷推陳出新，獲取競爭優勢，然部分旅遊地卻缺乏創新動能以致原地踏步。本研究首先透過13位休閒農業區管理者與專家學者之深度訪談，經由內容分析歸納出旅遊地創新影響因素。研究結果發現，旅遊地創新影響因素分為兩大層面，包含一組前置驅動因素，引發旅遊地產生創新想法，開啟後續創新過程。然而有了創新想法後，須同時具備一組支援因素確保創新過程得以順利完成。驅動因素來自於內部與外部，內部驅動因素包含：領導者特質、知識資本、社會網絡、組織氣候與資源條件；外部驅動因素包含科技、環境、政府、社會、消費與競爭。支援因素亦有內外部之區分，內部支援因素包含領導者特質、知識資本、專業技術、組織氣候與資源條件；外部支援因素包括外部資源：學術機構支援、政府政策協助、民間技術支援。本研究結果提供旅遊地管理者思考如何有效管理旅遊地創新，以作為持續保持旅遊競爭優勢參考，也作為後續研究參考方向之一。

關鍵字

觀光創新；旅遊地創新；旅遊地行銷；內容分析；休閒農業區

並列摘要

With the highly competitive tourism market, destination innovation has seen considerable attention in the literature. However, research is still at the conceptual level and need for more empirical and case studies to enrich our knowledge on destination innovation. This study attempts to explore the factors that influence destination innovation, and use the agricultural leisure areas in Taiwan as one of the tourism destination. It also explains why some destinations can innovate in the competitive tourism market, obtain competitive advantages, while some destinations still lack in the momentum to innovate. In this study, 13 managers of agricultural leisure area as well as experts and scholars were conducted in-depth interviews, and use content analysis in order to generate factors that influence destination innovation. Results show that the influencing factors of destination innovation can be divided into two levels, a set of driving factors as well as a group of supporting factors. The driving factors caused destination to generate innovative ideas, start up the following innovation process. With these innovative ideas, we also need a group of supporting factors to ensure that the process of innovation will be completed successfully. We also found that the driving factors can be divided into internal driving factors and external driving factors, the internal driving factors are leadership traits, intellectual capital, social networks, organizational climate and resource conditions. On the other hand, the external driving factors are science and technology, environment, government, society, consumption and competition. Supporting factors can also discriminate between internal and external factors, internal supporting factors include leadership traits, intellectual capital, expertise, organizational climate and resource conditions; external supporting factors include external resources: academic support, government policies and non-governmental technical support. In order to maintain competitive advantage of destination, the results provide the destination managers to manage innovation effectively, and suggestions for future research are also provided.