台灣會展產業及發展策略之研究

A Study on the Strategies of the Development of MICE Industry in Taiwan

莊雪麗(Hsueh-Li Chuang)

指導教授 ： 蔡長清

國立高雄應用科技大學/管理學院/觀光與餐旅管理研究所/碩士(2012年)

摘要

MICE產業，又稱為會議展覽服務業，是近幾年觀光版圖中迅速成長的一個區塊，會展產業為舉辦地帶來的經濟性與非經濟性效益相當可觀。本研究藉由文獻探討、問卷調查、Delphi專家問卷法及訪談法，收集相關資料，包括選擇會展舉辦地重要考量因素分析，台灣作為會展舉辦地之IPA分析，台灣發展MICE產業之SWOT分析，以及台灣MICE產業發展策略之探討等。獲致下列數項研究結果，供各界參酌、指教：
一、會展產業應包含「會議」、「展覽」與「獎勵旅遊」，依國際慣例與國內專家意見，宜分別訂定相關法規與輔導獎勵措施。
二、開發多功能之會展園區，以台北市聯結信義園區與南港園區之作法，是較具效益與可行的方案。
三、掌握區域產業發展特色與優勢，形成聚集經濟效應，建立消費服務鏈之概念，充分發揮會展業「產業關聯大」之特性。
　四、會展經濟發展重心有移向亞洲地區之趨勢，台灣宜掌握先機在既有的基礎上做好布局，以因應最新的發展趨勢。
　五、會展產業不僅須專注會展行業本身的狀況，尚必須掌握各種產業發展的脈動，配合開發地區產業經濟特色，以發揮會展服務業相輔相成的功能。
　六、台灣發展會展產業宜積極辦理的事項，可參酌本研究IPA分析結果，針對重視度高、滿意度低的項目優先辦理。
　七、本研究Delphi專家群，針對台灣發展MICE產業所做的SWOT分析及各項發展策略，可供公私部門在擬訂相關計畫時參酌運用。

關鍵字

會議 ； 展覽 ； IPA分析 ； SWOT分析 ； Delphi專家問卷法

並列摘要

The MICE Industry is also known as convention and exhibition service industry in Taiwan. It’s growing very fast and produced significantly economic or non-economic benefits. This study tried to understand the important factors may influence the decision of selecting a hosting place for conference by literature review, questionnaire, interview as well as Delphi survey. This study also discussed the developing strategies, IPA analysis and SWOT analysis of the development of MICE industry in Taiwan. The results were as follows:
　1.Most of the respondents agreed that the characteristics of the conventions and exhibitions are different so their related laws, regulations or stimulating measures should be separated.
　2.The government can develop multi-functional MICE parks and the case of Shin-Yi and Nan-Kung Park may be a better and feasible proposal.
　3.The development should cope with the features and advantages of local industry to establish the concept of consumption service chain and to maximize the benefits of the relative effects of MICE industry.
　4.The MICE industry in Asian area is gaining more attention so Taiwan should prepare for the trend and fight for the competition.
　5.The MICE industry not only need to focus on their own development but understand the development of other industries and cope with the economic features of local industry to enhance their functions.
　6.The IPA analysis of this study showed those items with higher importance and lower satisfaction which may be helpful for MICE industry’s decisions in development.
　7.The strategies and SWOT results from Delphi of this study may be helpful for the public or private sectors to make a better planning or operating.

並列關鍵字

Convention ； Exhibition ； IPA analysis ； SWOT analysis ； Delphi Technique

參考文獻

4.Frank Go & Wei Zhang. (1997). Applying Importance-Performance Analysis to Beijing as an International Meeting Destination. Journal of Travel Research, 35(1),87

7.Oppermann, M. (1999). Convention Destination Images: Analysis of Association Meeting Planners’ Perceptions. Tourism Management, 17(3): 176-182.

12.AEO (Association of Exhibition Organizers), http://www.aeo.org.uk

15.MPI (Meeting Professionals International), http://www.mpiweb.org

16.UFI (Union Des Foires Internationales), http://www.ufinet.org