地方觀光產業經營策略之研究-以花蓮縣鳳林鎮為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28117

Title:	地方觀光產業經營策略之研究-以花蓮縣鳳林鎮為例 A Study on the Operational Strategies of Local Tourism - Example of Fonglin Town, Hualien County
Authors:	周兆駿
Contributors:	巿政暨環境規劃學系
Keywords:	地方觀光產業經營策略分析階層程序法五力競爭模式 Local Tourism Managerial Strategies Analytic Hierarchy Process Competition Strategies
Date:	2006
Issue Date:	2014-09-09 11:42:14 (UTC+8)
Abstract:	首先，在全球化的風潮下與台灣加入WTO後，經濟全球化、政治全球化與科技全球化在互動、連結與互相依賴的層面上的密集化，地方性不斷的遭受侵襲與挑戰。在此情況下台灣地區發展地方觀光產業似乎成了某種對抗全球化下地方性的救贖。然而，地方觀光產業之發展並非一帆風順。台灣地區由全球地方化的概念下興起地區營造與地方觀光產業之發展，在產業初期規劃與計畫階段，普遍缺乏一套理性的策略思考系統，即匆促付諸執行，因而導致在後續發展上，產生許多經營上的困難點。因此，本研究以Michael E. Porter 所提出之五力競爭模式為基礎，針對地方觀光產業之特性進行修正與調整，用以建立地方觀光產業五力競爭階層體系。接著，運用AHP分析階層程序法求取上述所建立階層內各項因子權重，用以了解地方觀光產業競爭壓力來源。本研究發現地方觀光產業的壓力來源前三強，依序是來自「替代品或服務的威脅」、「來自同業的威脅」與「潛在的新進產業者」。最後，運用上述資訊建構地方觀光產業之整體目標，並以花蓮縣鳳林鎮為例，針對該地區提出可行之地方觀光產業經營策略。 Under the agitation of globalization and the joining of WTO, Taiwan is challenged by globalization. In this situation, developing a local tourism seems to be a “salvation”. However, the development of a local tourism doesn't sail without the wind. The beginning of a local tourism that is based on such a conditioned planning phase is lacking of rational managerial strategies, thus the plan is executed hastily, which usually causes a lot of difficulties in further operation. Moreover, this study not only applies Michael E. Porter’s competitive strategy, but also adapts it to the local tourism conditions. This study establishes competitive strategy’s hierarchy of the local tourism, and it uses analytical hierarchy process, AHP, to weigh all of the factors in this hierarchy. After the process, we find out three most pressured factors of local tourism: the threat of substitutes, the threat of the same trade, and the threat of potential competitor. Finally, this study applies previous information and analysis to find out the total goals of local tourism, which have been put into practice in Fonglin Town, Hualien County, and tries to carry out executable local tourism managerial strategies.
Appears in Collections:	[Department of Urban Affairs and Environmental Planning & Graduate Institute of Urban Affairs and Environmental Planning ] thesis

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