The Strategic Position Evaluation of Rural tourism Business in Longyan

龍巖市鄉村旅遊之策略評估

劉馥瑤(Fu-Yao Liu)

《休閒事業研究》 17卷2期 (2019/06) Pp. 40-53

https://doi.org/10.6746/LIR.201906_17(2).0003

摘要

Longyan is located in Western Fujian, and has the advantage of developing rural tourism. However, supporting measures, quality and characteristics need to be strengthened. This study adopted the viewpoints of strategy management from the relevant literature and collected opinions of the study's participants. The study undertook SPACE matrix as the core model, combined TOWS matrix for strategy matching, and then utilized the policy type to analyze the opportunities and threats from the external environment and the strengths and weaknesses from the internal environment during the operation of rural tourism. The results of the analysis show that in order to address the problem (ST critical factor), conservative strategies should be put forward to reduce the internal weaknesses and to avoid environmental threats. By feat of the silk road economic belt and the 21st-Century maritime silk road policy plans, short-term, medium-term, and long-term rural tourism management plans were offered in Longyan, so that the rural tourism become a diversified industrial integration of agriculture, ecology and economy.

關鍵字

Rural Tourism ； TOWS matrix ； SPACE matrix

並列摘要

龍巖市位於閩西，具備發展鄉村旅遊的優勢，但資源配套、品質與特色尚待加強。本文以具明確旅遊形式的生態遊客為對象，採用策略管理的觀點，經由相關文獻資料的蒐集與分析，並彙集鄉村生態旅遊參與者之意見，結合TOWS矩陣與SPACE矩陣進行策略配對，依策略類型推導出經營生態旅遊時面臨外部環境的機會與威脅，及其內部環境的優勢與劣勢進行分析。結果獲得ST關鍵因素為關鍵問題，並對此提出發展內部優勢、避開環境威脅的保守策略，透過一帶一路的框架，規劃符合龍岩市近期、中期與長期執行的經營方案，使鄉村旅遊成為農業、生態、經濟綜合體的多元化業態融合。

並列關鍵字

鄉村旅遊 ； TOWS矩陣 ； SPACE矩陣