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題名:Applications of Value Creation in Industrial Tourism: A Case Study of Taiwan
作者:黃斐馨
作者(外文):HUANG,FEI-HSIN
校院名稱:國立體育大學
系所名稱:體育研究所
指導教授:高俊雄
葉怡矜
學位類別:博士
出版日期:2017
主題關鍵詞:產業觀光觀光價值鏈價值創造質性比較分析績效industrial tourismtourism value chain (TVC)value creationqualitative comparative analysis (QCA)performance
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價值創造對於企業的成功經營是不可或缺的因素之一,至今更已成為了解企業績效之差異與提升公司競爭力必須探索的重要議題。過去學者認為控制觀光產品與服務的影響要素便可以有效測量產業績效,因此觀光價值鏈被視為一種有效的測量工具;但過去研究較少著墨於觀光產業的績效測量。有鑒於此,本研究應用Yilmaz and Bititci (2006 a, b)所提出的觀光價值鏈概念,使用質性比較分析法發展出產業觀光與顧客績效測量與價值創造的的重要指標。由於質性比較分析考量因素間的不對稱關係,根據充足與需要因素的結果發展出因果關係的架構,因此質性比較分析法適合用於發展質性資料的因果關係架構。本研究針對五位觀光工廠的高階主管與五位光臨觀光工廠的顧客進行深度訪談。結果顯示產業觀光與顧客績效對價值創造有複雜的連結關係。本研究主要的理論貢獻為運用觀光價值鏈的四階段績效因素,發展創新的產業觀光與顧客績效對價值創造的因果連結架構。研究結果可提供業者與服務人員提升品牌認同與公司聲譽之實務建議,並創造產業觀光之價值。研究發現能幫助業者與顧客運用績效指標發展適合的行銷策略與創造產業觀光與顧客價值。
Value creation is essential for successfully operating a firm and becomes a critical issue for realizing cross-firm competition and industrial performance distinctions. Tourism scholars have viewed tourism value chain (TVC) as a useful tool to measure the efficiency and effectiveness of performance through controlling the impact factors in tourism products and services. However, only a few study exist that focus on the works of performance measurement in the tourism industry. This study applied Yilmaz and Bititci’s (2006 a, b) concept to develop novel performance measurement and value creation indicators for industrial tourism and customers through a crisp-set qualitative comparative analysis (QCA). The QCA approach considers asymmetric relationships—reporting conditions that are sufficient or necessary to cause an outcome condition. QCA allows exploring the causal-effect relationship between the variables. In-depth interview with five senior managers and five customers were conducted. The QCA results showed that industrial tourism and customer performance indicators have complex links with value creation. The main theoretical contributions of this study were extending four stages of TVC on both manufacturing and industrial tourism, developing causal-effect connections of industrial tourism, and customer performance on value creation. The dissertation also discussed and highlighted how proprietors and service providers promoted brand identification and firm’s reputation for achieving industrial tourism value. The findings also have practical implication for proprietors and customers for applying performance indicators to develop an appropriate marketing strategy and create industrial tourism and customer values.
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