高雄市甲仙區芋筍節SWOT分析之研究

高雄市甲仙區芋筍節為甲仙當地重要觀光活動，當地又以農業活動為主，在政府積極協助與輔導下，自1999年開始舉辦「甲仙芋筍節」活動，為當地帶來新的觀光人潮與商機，吸引眾多消費人潮進入「芋筍之鄉」參與活動，但是，甲仙遭遇莫拉克颱風等不同的天災，讓當地觀光、經濟狀況不斷，本論文嘗試分析、規劃可行策略，以求為甲仙芋筍節發展提供建議。本文採文獻分析法、比較分析法等研究方法，蒐集其運作現況資料，稽核環境因素，以為 SWOT 分析之基礎。藉由剖析其內部優勢與劣勢及外部的機會與威脅，再應用策略管理理論之規劃步驟，按組織願景目標、環境分析、列出內部優勢與劣勢，以及外部機會與威脅清單，然後經 SWOT 分析與矩陣配適，並規劃出最符合甲先地區觀光現況的策略優先次序。本文研究發現甲仙地區的優勢有：歷史深度豐厚、多元文化並陳、觀光景點眾多、農特產品多樣、設立甲仙玉筍節；劣勢有：人口老化、外移嚴重、水災、地震災害較多、產業結構老化、地理位置較差；機會分析為：地方政府、農會推動產業轉型、配合網路等不同行銷管道、強調有機、天然，增加市場區隔、玉筍節可多元結合；威脅分析則有：近年食安風暴、黑心芋頭流竄，造成消費者人心慌慌、觀光旅遊業淡旺季需求差異明顯、旅遊業的投入不足、國內各縣市特色節日眾多，市場競爭激烈。綜合以上SWOT分析，旨在說明「甲仙芋筍節」發展的優、劣勢，必須要掌握當下時勢的脈動，並利用現有的資源，嘗試進行適合當地的行銷發展，以符合現代人的旅遊風氣與習慣，並嘗試列出可能的發展模式與提供相關建議，以求增加內在優勢，改善劣勢，克服問題以達永續經營的目標。

關鍵字

甲仙芋筍節； SWOT分析；策略管理

並列摘要

The Jiasian Festival is a crucial tourist event in Jiasian, Kaohsiung. Jiasian is an agricultural area and has hosted the Jiasian Festival assisted by the government since 1999. The festival has brought in tourists and business opportunities. Many consumers participated in the festivals. However, Jiasian was stroke by natural disasters such as typhoon Morakot, causing the suffering of sightseeing industry and its economy. The study attempted to analyze and initiate a possible strategy for the development of Jiasian Festival. Literature analysis and comparative analysis were adopted in the study. Current operation data and environmental factors were collected for the SWOT analysis. The study listed the inner strengths and weaknesses as well as outer opportunities and threats in accordance with the organizational vision and environmental analysis based on the theory of strategic management. The strategies were then prioritized based on the SWOT analysis and matrix fitness. The study found, the strengths of Jiasian Festival were rich history, diverse cultures, tourist spots, and diverse agricultural products; the weakness were aging population, emigration, flood, earthquakes, aging industrial structure, and geographic location; opportunities were local government, industrial transformation, internet marketing, organic and natural products; while the threats were food safety scandals, unregulated tora, gap between hot and low tourism season, low involvement of tourist industry, and other special festivals in Taiwan. To sum up, the development of Jiasian Festival must grasp the current trend, utilize the resources properly, and adopt localized marketing strategies to accommodate the tourist atmosphere and habits. Possible strategies and suggestions were proposed in order to increase the strength and improve the weakness for sustainable operation.