舉辦國際旅展之成效評估要素

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Title:	舉辦國際旅展之成效評估要素 Evaluation Factors for the Effectiveness of International Travel Fair
Authors:	林曉凌 Lin, Hsniao-Ling
Contributors:	觀光事業學系觀光休閒事業管理碩士在職專班
Keywords:	觀光產業國際旅展層級分析法 tourism industry international travel fair analytic hierarchy process
Date:	2015-07
Issue Date:	2015-08-03 15:20:42 (UTC+8)
Abstract:	本研究目的主要探討舉辦國際旅展之成效評估要素，研究區分為兩大步驟，首先依據文獻探討找出建構舉辦國際旅展成效評估的五大構面，分別為「主辦者」、「參觀者」、「參展者」、「展館擁有者」及「展館周邊服務業」以及其下的評估指標。以德爾菲法選擇產、官、學等方面之專家共36人進行構面指標評估。經多次訪談後，依專家學者意見修正為五大構面24項指標。再以層級分析法來計算五大構面及其所屬評估項目之權重。研究結果發現「參展者」是相關產業專家學者中認為最重要構面，其次為「主辦者」，在第二層的評估指標裡，以「瞭解市場發展的新趨勢」為首，而「氣候合宜性」的需求較低。研究結果由各方需求者面向觀點來驗證及評估舉辦國際旅展的成效評估要素，可供政府、民間團體在制定政策或爭取、推廣、舉辦會議與展覽時參考。 The arm of this study is to discuss the evaluation factors for the effectiveness of International Travel Fair. The Study is divided into two steps including literature review and statistics. In first step, five domains in assessments for the effectiveness of Interna-tional Travel Fair were discovered by reviewing previous literature. They are sponsor, visitor, participant, hall owner and relevant exhibition hall services, and assessing indi-cators, respectively. The assessing indicators were decided by 36 experts from academ-ics, government, and industries who were selected by Delphi method. After several in-terviews with these experts, there were 24 indicators concluded as the major indicators. The weight of the five domains and assessing indicators were calculated by analytic hi-erarchy process in the next step. The results show that participant is the most important domain, followed by spon-sor. In the second layer of the evaluation index, "understanding new market trends" is the most essential factor and "climate comfortability" is the last one. In conclusion, government and social groups can evaluate the effectiveness of the International Travel Fair by the results of this study as a reference
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