生態旅遊產業競爭優勢及其策略之研究

The Study on the Competitive Advantage and the Strategies of the Ecotourism Industry

三雅涵(Ya-Han San)

指導教授 ： 李孟訓

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

摘要

生態旅遊為在不破壞自然環境的情況下，使遊客能夠享受多樣化的遊憩型態，並尊重當地文化，使觀光旅遊能永續發展。因此，如何運用不同的策略創造優勢的條件，是生態旅遊產業未來的努力方向。故本研究以國內生態旅遊產業為範圍，針對生態旅遊產業之特性與產業概況為研究基礎，深入探討影響其競爭優勢的關鍵成功因素。
本研究首先運用Porter（1985）所提出的價值鏈觀念，發展成構面指標，並透過模糊德菲法與模糊層級分析法（FAHP）作為研究分析方法，以及利用立意抽樣法選取問卷調查對象，逐步分析各個構面與評估準則間的權重關係，以找出「生態旅遊產業競爭優勢的關鍵成功因素」。
研究結果顯示，第一階段模糊德菲法專家問卷分析後，共萃取「當地資源」、「行銷活動」、「服務系統與觀念行為的培養」、「人力資源」、「產品或技術研發」與「基礎建設與管理」等六項評估要素，並篩選出二十一項具有專家共識的評估準則，作為第二階段模糊層級分析法專家問卷的層級架構。之後，再藉由第二階段模糊層級分析法，萃取出「人文與景觀資源的吸引力」、「活動安排與遊程設計能力」、「人文與景觀資源的多樣性」、「人文與自然資源的體驗度」、「環境整體形象與聲譽」，及「居民的參與度與認同感」等六項因素，作為生態旅遊產業競爭優勢的關鍵成功因素。
最後，針對國內生態旅遊產業競爭優勢的關鍵成功因素，本研究研擬出產業發展之策略，希望研究結果對於生態旅遊產業未來的發展，能提供審慎的參考與借鏡，以幫助生態旅遊產業的發展，並保有持續性的競爭優勢。

關鍵字

生態旅遊 ； 價值鏈 ； 模糊德菲法 ； 模糊層級分析法 ； 關鍵成功因素

並列摘要

Under the situation of not destroying the natural environment,
Ecotourism help tourists to enjoy the diversity of recreation patterns and
respect the local culture to make tourism with sustainable development.
Therefore, how to use different strategies to create and manage successful
advantageous position is the future direction for Ecotourism industry.
Thus, this study uses domestic Ecotourism industry as a range and aim at
Ecotourism industry characteristics and profiles of industry as research
base to go deep into its key success factor which impacts its competitive
advantage.
The study first uses the concept of the value chain proposed by
Porter (1985) to develop into dimensions indicators, takes Fuzzy Delphi
Method and Fuzzy Analytic Hierarchy Process (FAHP) as a research
analytic method, and use purposive sampling method to select survey
objects of questionnaire to gradually analyze the relations of magnitude
between various dimensions and assessment criteria and find out" the key
success factor of the competitive advantages of Ecotourism industry.
The results showed that after the expert analysis of the questionnaire
of the first stage of Fuzzy Delphi Method, I extracted "local resources,"
"marketing activities," "the cultivation of service system and the concept
of behavior," "human resources," "products or technology research and
development," and "infrastructure and management" six elements of the
assessment, and I selected 21 guidelines for the assessment with expert
consensus as the hierarchy structure of the expert questionnaire of the
second stage of FAHP. And then through the second stage of FAHP to
extract " the attractiveness of humanities and landscape resources," "the
abilities of activity arrangements and journey design," "the diversity of
human and landscape resources," "the experience of human and natural
III
resources," "the whole image and reputation of the environment," and
"participation and identification of the residents" 6 elements to be the key
success factor of the competitive advantages of Ecotourism industry.
Finally, I aimed at the key success factor of the competitive
advantages of domestic Ecotourism industry to develop the strategy of
industry development. I hope the results of this study can provide careful
reference and guide for the future developing of Ecotourism industry to
help the developing and maintain sustainable competitive advantages.

並列關鍵字

Ecotourism industry ； Value Chain ； Fuzzy delphi method ； Fuzzy analytic hierarchy process ； Key success factors

參考文獻

36. 張廣智（民94）。從顧客滿意取向探討溫泉業關鍵成功因素－以大台北地區溫泉旅館為例。淡江大學企業管理學系碩士論文，未出版，台北縣。

47. 彭秀萍、毛冠貴（民93）。台灣農村生態旅遊發展策略之研究。土地問題研究季刊，3卷2期，頁86-100。

54. 董至聖（民94）。從人類價值取向談國內生態旅遊的發展。大專體育，76期，頁90-98。

27. 沈聰明（民89）。觀光農園發展休閒農業經營策略之調適。花蓮區農業專訊，32期，頁9-11。

30. 邱文彥（民93）。雲嘉南海岸保育及生態旅遊推展。全球變遷通訊雜誌，42期，頁9-14。