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題名:旅遊業競爭資訊評估與決策分析之研究
作者:洪維強 引用關係
作者(外文):Wei-Chiang Hong
校院名稱:大葉大學
系所名稱:管理研究所博士班
指導教授:唐啟發
白炳豐
學位類別:博士
出版日期:2008
主題關鍵詞:旅遊競爭力評估比較優勢競爭優勢層級分析法tourism competitiveness evaluationcomparative advantagescompetitive advantagesanalytic hierarchy process
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國際旅遊在21世紀裡是推動經濟發展主要的動力。以旅遊為基礎產業的國家必須運用本身的比較優勢去尋找形塑富於特色競爭優勢的發展模式。然而,一個地區或國家的旅遊競爭力組成相當多元與複雜。本研究提出衡量一個地區或國家旅遊競爭力的研究框架應該包含:(1)李嘉圖比較優勢,包含外生比較優勢以及內生比較優勢;(2)波特競爭優勢,用以解釋地區或國家間源於相似因素有機組合的競爭遠比因素型態決定來得重要的理論;(3)旅遊管理,提供高品質教育、訓練、公共投資、支援服務,以及降低交易成本等等管理活動,用以支持一個地區或國家的旅遊比較優勢及競爭優勢;以及(4)環境因素,包括國內環境變化因素及全球環境變遷因素。
本研究以層級分析法(AHP)決定上述地區或國家旅遊競爭力的研究框架中各個影響面向、因子與指標的權重。分析結果指出外生比較優勢(權重佔49.18%)是影響地區或國家旅遊競爭力最主要的面向,其次依序為競爭優勢(17.27%)、旅遊管理(12.01%)、內生比較優勢(10.62%)以及全球環境變遷(6.03%)。最不重要的面向為國內環境變化(佔4.89%)。
International tourism is expected to be a major vehicle of economic development in industrializing countries in the twenty-first century. Countries with tourism-based economies must develop approaches for employing their comparative advantages to achieve competitive advantages. However, competitiveness in the tourist industry is multi-dimensional and complex. This study proposes that the competitiveness of a tourist destination should be composed of (1) Ricardian comparative advantages (RCA), in-cluding the conditions of natural endowments (exogenous comparative advantages) and the degree of technological change (endogenous comparative advantages); (2) Porterian competitive advantages (PCA), explaining the increase in trade among coun-tries with similar factorial portfolios than in trade pattern determination; (3) tourism management, i.e., providing high quality education and training to tourist industry workers as well as public goods, support services and reduced transaction costs to en-hance RCA and PCA; and (4) environmental conditions, including the domestic and the global environmental conditions.
This study employs analytic hierarchy process (AHP) to weight these evalution dimensions, elements and indicators in the proposed tourism competitiveness research framework. The analytical results reveal that exogenous comparative advantages (weight, 49.18%) is the most important factor for enhancing the tourism competitive-ness of a tourist destination. Other important factors are competitive advantages (17.27%), tourism management (12.01%), endogenous comparative advantages (10.62%) and global environmental conditions (6.03%). The least important factor is domestic environment conditions (4.89%).
Additionally, statistical analyses were conducted to reveal the influential effects among RCA, PCA and tourism management. The analytical results indicate that ex-ogenous comparative advantages influential effects could enhance competitive advan-tages. In the influential process, effective tourism management also could play the catalyst role in providing suitable assistance to enhance PCA. However, the influence of endogenous comparative advantages influential effects is negative. In contrast, competitive advantages influential effects slightly enhance exogenous comparative advantages (natural, cultural and heritage resources) and endogenous comparative ad-vantages (human resources improvement).
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