台灣觀光產業策略型態個案研究-以蔣公行舘、兩蔣文化園區及角板山行舘為例

觀光產業必須善用在地的資源，展現在地特色，才能與其他觀光景點有區隔與特色。本研究乃以策略矩陣分析法為架構，採用個案研究的分析方法，針對桃園市大溪區的蔣公行舘、兩蔣文化園區及復興區的角板山行舘，分析觀光產業之價值鏈、策略型態、策略要素、策略群組、競爭優勢…等研究變項。策略矩陣是由產業價值鏈構面與策略形態所組成，價值鏈包括景點的自然環境、歷史、人口、宗教信仰、交通、觀光資源、資訊系統、住宿、美食、品牌、通路、售後服務等次構面；策略形態則包括產品、市場、垂直、規模、地理、競優等次構面。策略矩陣中的每一個方格稱之為策略點，策略點間的關連稱之為策略要素/模組化，構成系統性描述策略與策略構想的語法結構。本研究的結論與建議期能對台灣觀光產業策略發展以及未來相關研究有所助益。

關鍵字

觀光旅遊事業；經營策略；策略矩陣分

並列摘要

The strategic research of tourism industry in Taiwan–a case study on Chiang Kai-shek Villa, Chiang and Chiang Cultural Center and Jianban Mountain Museum. The tourism industury must make good use of the local resources wisely to represent it’s most speciallized features to the public and separate it from the other tourist attractions. This research is based on strategy matrix analysis and uses case study analysis focuing on the three tourist attractions (Chiang Kai-shek Villa, Chiang Kai-shek & Ching-kuo Cultural center and Jianban Mountain Museum) in Taoyuan, Daxi section as templates, to analyze the value chain, strategic typology, strategic elements, policy group and competitive advantages. Strategy matrix analysis is formed by Industrial value chain and policy type. The value chain also includes natural surroundings, history, population, religion, traffic, tourism resources, information systems,accommodations, culinary delicacies, services etc… and more to form up a secondary facets. As for the policy type, it also includes several secondary facets such as products, marketing, available speace usage, geographic location, etc.Every square in the Strategy matrix is called a strategic point, and the association between every strategic point is what we call a Strategic element or Modularization, a syntactic structure to form Systematic description of the strategy and tatics of the relations. The conclusion of this research is looking forward to have a positive impact and my aslo advises the future researchs of the tourism industry and Tourism Stragegy development.